UNLEASHING OF THE BEAST: MANLY WINE

Ray’s Station Vineyards Sonoma County Merlot and Cabernet Sauvignon “Hearty Red Wines for Men” is marketed specifically towards, well, men, namely those who steer clear of wine in the traditional sense. While most wines are targeted towards women, who purchased 55% of wine in the United States last year, Ray’s Station is going the other route and aiming for men who normally prefer “manly” drinks. Beer or whiskey anyone? “The Heart Red Wine for Men” is featured on promotional materials though not directly on the bottle. One tagline attached to bottles of Ray’s Station Cabernet Sauvignon reads, “John G. Ray thought a 12 point buck paired nicely with his Cabernet,” complete with a picture of a buck. The San Francisco Chronicle quotes Brian Hilliard, VP of marketing Jackson’s Estate Brands, says, “Our marketing is a bit irreverent, but very relevant. It resonates with men who have historically been excluded, or minimized, from wineries' traditional approach to consumers. It takes away some of the barriers to buying wine, that you need to be knowledgeable to drink it. Ray's Station is to have fun. No worries." That seems to be the overall trend in wines nowadays with the industry making it as easy as possible for consumers.