Decanting Crew

innovative wine branding ideas from around the world

Pushback against gender-based wine marketing

Why must nearly every marketing campaign aimed at women portray them as either stressed-out moms or wanting to lose weight? The latest evidence to hit the shelves is a growing number of female-focused wines and alcoholic beverages being sold at supermarkets and you guessed it, Target. Just in time for Mother’s Day, a new three-shelf display, laden with bottles of MommyJuice, was strategically placed near Target’s checkout. To perpetuate the image of the ever-so-in-need-of something-to-take-the-edge-off Cocktail Mom, the name was created by a wine industry exec whose young children pointed to her wine glass, proclaiming, “That’s Mommy’s Juice!”

via Caren Osten Gerszberg: MommyJuice.



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This entry was posted on June 2, 2012 by .
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