The wine world is already so masculine, making special efforts to underscore its machismo seems akin to gluing chest hair to Rambo.
Nevertheless, “manly” wines are the industry’s latest fling, in large part due to young men being part of the fastest growing wine consumption demographic today: millennials. The challenge, however, is getting them to permanently swap beer for Bordeaux.
A new nationwide survey of 1,510 people finds four in 10 men believe there’s a lingering stereotype about wine being a woman’s drink. Of Canadians age 18 to 24, fully three-quarters consider wine more socially acceptable for older men to drink than guys their own age.
Winemakers are aiming to counter such perceptions, in part, by debuting labels so hyper-masculine as to deserve cameos in a Michael Bay movie.
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