You’re not a man if you don’t drink wine

In the face of declining sales, winemakers are starting to market their product to a new group of consumers: men.

Theories as to why men don’t drink wine are numerous, including the idea that they don’t want to be told what to drink. It’s also generally accepted that most men know nothing about wine.

Wineries have crafted labels and names like Kung Fu Girl, Red Truck and Maximus. Targeted marketing has also led to some unusual sponsorships, like the decision by Bennett Lane Winery (the producer of Maximus) to buy a NASCAR racing team.

Obviously it’s an uphill battle as Portland, Oregon, resident Matt Maloney tells NPR:

I do like wine, but I drink beer. Wine, I think, has this maybe not

stigma, but something attached to it that makes it more formal, instead

of social.