I find the topic of marketing wine to women utterly fascinating... and am still percolating a theory and opinion on the subject.
Brown-Forman has just released Little Black Dress, a collection of wines for women. Consumers have their choice of three "feminine favorites" (they said it, I didn't) - Pinot Grigio, Merlot and Chardonnay. From my vantage point, it's old wine in a questionable bottle.
"Every woman has a little black dress, or three, or four," said Laura Webb, director of new-products commercialization for Brown-Forman. "What could be better than to create a wine that women can relate to in that way?"
My answer is, how about a wine that just tastes awesome for a ridiculously inexpensive price?
Brown-Forman is the same company that, in the past year, has created Virgin Vines (for 20-something college grads) and Gala Rouge for women 25-40.
Is there something I'm missing here? My first reaction to marketing strategies like these is to roll my eyes and dismiss them and their creators. But perhaps I'm being hasty. Perhaps I'm making the mistake of thinking most women are more like me... shying away from kitschy campaigns and relying more on word-of-mouth (especially when it comes to wine). Believe me, I'm no Sideways snob. The less expensive a great tasting wine is, the better. That's why I'm a huge fan of Yellow Tail (a company which until recently didn't do any advertising).
What are your thoughts? I'd love to hear what you think about wine marketing and if Brown-Forman's "feminine" ideas are worthy or just a bunch of sour grapes.