Target market: women!?

Remember New Coke? It was the sole Coke on retailers’ shelves for something like 100 days before the company reinstated the old one. Now, the drink is mostly known as a case study of how a big company can vastly misjudge its audience.

Let’s hope the same is true for “White Lie,” a new wine from Beringer that is light in alcohol and being exclusively marketed for women. (story)

While it’s true that the trend toward big wines that are high in alcohol can, uh, make your head spin, there shouldn’t be a need to make wines lower in alcohol and market them as only for women. What has wine become, a consumer non-durable such as deodorant or razors?! Does that now mean that we need a bottle each when we go out to dinner?

Which demographic group will wine marketers target next? One shudders to think.

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2 Responses to “Target market: women!?”

  1. […] isn’t this deja-vu? Oh yes, Beringer rolled out “White Lie” a few years ago, which, mercifully, cannot be found now. And a magazine called Wine […]

  2. […] bold prediction: these will go the way of Beringer’s White Lie and the French WineSight. Dammit, marketers, gendered approaches to marketing are best left to […]


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