August 30th, 2012

Marketing Wine as a Respite From Women’s Many Roles

New York Times

IN the 1970s, Miller High Life introduced the “It’s Miller Time” campaign with commercials featuring men working at harrowing professions, like aerial firefighter pilots and high voltage wire repairmen, who joined co-workers for an after-work beer.

Winemakers today are taking a similar approach to market wine to women, particularly mothers, promoting wine as a break from juggling work, family and households.

In recent years brands like MommyJuice, Mommy’s Time Out and Mad Housewife have emerged. Popular Facebook groups allude jokingly to being driven to drink, including “Moms Who Need Wine,” which has more than 640,000 followers, and “OMG I So Need a Glass of Wine or I’m Gonna Sell My Kids,” with more than 127,000 followers.

Now Chateau Ste. Michelle, the flagship brand of Ste. Michelle Wine Estates of Woodinville, Wash., is introducing a campaign pitched primarily to women.

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