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The Booze Bin

‘Mama Needs a Glass of Wine’ and Other Reasons to Market Wine to Women


By Pia Mara Finkell (@piamara)

Moms Who Need WineBefore becoming one myself, any term modified by “mommy” made me wince. Mommy blogs, mommy marketing, mom(my) jeans. Barf. Now that I have an adorable, bubbly, giggling, non-sleeping baby at home, I’m warily starting to take notice. I find myself secretly reading some of these mommy blogs, thinking about buying some of those mom-targeted products, and contemplating the rising waistline of my jeans. It’s unavoidable, I guess.

One that I really get, now more than ever, is why wine is increasingly marketed to women, particularly young moms. In my house, we call it mommy juice, and apparently, we’re not the only ones. Someone’s already packaged a product with the same name, and there’s no shortage of others trying to take advantage of the fact that, according to a recent Gallup poll, 52 percent of women prefer wine, compared to 20 percent of men, and according to The Beverage Information Group in 2011, make up 58.1 percent of wine buyers. Mommy’s Time Out actually filed for trademark infringement due to MommyJuice’s use of the ubiquitous word in their wine marketed to women. Mad Housewife, Lulu B. (which, full-disclosure, I used to represent as their North American Brand Ambassador), Girl’s Night Out, Bitch Wines, and on and on and on. Needless to say, there’s a lot of competition for my evening tipple of choice.

OMG I so need a glass of wine or I'm gonna sell my kidsThis has become such a hot topic that even The New York Times recently wrote an article, Marketing Wine as a Respite for Harried Wine Women, discussing the brands above, as well as popular Facebook groups, such as “Moms Who Need Wine,” (640,000+ followers), and “OMG I So Need a Glass of Wine or I’m Gonna Sell My Kids,” (127,000+ followers). Interestingly, this article also discusses a new campaign primarily targeting women from a brand that doesn’t obviously target women through name alone, Chateau Ste. Michelle. Targeting their wines at women like me, 25 to 38 and referred to as “reluctant adults,” Chateau Ste. Michelle’s ads and Facebook campaign use an “engage-with rather than talk-at approach,” asking women to declare and share how they most enjoy wine.

Chateau Ste Michelle_NYTChateau Ste. Michelle is betting this choose-your-own-adventure method of engagement will make women feel the brand really “gets them,” affording them a sympathetic sound board, as well as an evening buzz after the kids’ bedtime. Something tells me they’re not the last wine brand to go down this path. As for me and what will fill my glass tonight, now that my little guy is finally sleeping, it will likely come down to taste, how well it pairs with the dinner my lovely husband made and, to be honest, the speed at which it’s poured.


Photos courtesy of The New York Times, OMG Wine and Moms Who Need Wine.

About Pia Mara Finkell:

With over a decade of experience in communications, Pia has a strong background in wine, beer and food public relations, marketing and promotional strategy. A vice president in PadillaCRT's Food & Beverage Practice, Pia oversees public relations, traditional and social media programs, strategic partnerships and program development for various beverage alcohol and food accounts, including the Wines of Rioja, Les Vins Georges Duboeuf and the Federation of Quebec Maple Syrup Producers. Her agency work has helped win various industry awards, including two Bronze Anvils, Silver Anvil, Bulldog Digital/Social (Gold and Silver), PR News Platinum, two PR News Digitals, Clarion, Big Apple, Commonwealth and a Telly. In 2010, Pia created the weekly BuzzBin column called 'The Booze Bin,' offering up interesting musings on the beverage alcohol industry and all things booze. Depending on the season, what she's cooking, and whether or not the Yankees are winning, Pia can be found toasting a glass or pint of something awesome.

7 Comments on “‘Mama Needs a Glass of Wine’ and Other Reasons to Market Wine to Women

  1.  by  gdfo

    I think it is a bad idea to market wine as a remedy for female stress. The emphasis then is not on the quality of the wine as a wine but as an alcoholic medication. I can admit to being against kitch as a quality of wine or wine marketing.

    If anyone is having emotional turmoil that interferes with the rest of the family, I would suggest professional counseling, not alcohol in any form.

  2.  by  Pia Mara Finkell

    Thanks for your comment. To each her own, but for my two cents, I know a mommy or two (myself included)who look forward to that glass of wine at the end of a harried day balancing work, babies and everything else. Call it medication, call it relaxation, call it me time…whatever floats your boat. Nothing against counseling, but my evening tipple is one of my finest pleasures in life, and sometimes more necessary than others. Remember, we’re talking about a glass of wine, not crack. Just saying.

  3.  by  gdfo

    Pia, Present company excluded of course.

    A fine pleasure it is. It is the type of marketing I am opposed to. I like a good drink now and then. I like the flavors of a couple of Scots Whiskys that I know and enjoying wine is not only a pleasure but also a way to exercise my palatte and brain. I do not drink as a way to dispell tension or trouble but as a treat.

    I think that the type of marketing that is targeting frazzled women is a cheap trick and nothing more. Perhaps think of it as a way to get rid of overproduction of inferior juice. I don’t believe these types of labels create brands or enhance the overall knowledge and enjoyment of wines.

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  5.  by  Kassy Golden

    I absolutely LOVE this! I have two beautiful little ladies myself, but we all know there’s nothing wrong with a glass of red wine every once in a while to take the edge off. Some people actually want to LEARN about wine in the process, like me! I, too, often post educational and fun facts on my site as well, so those of you who may be interested, please feel free to take a peek at http://www.raynelynne.com! Again, I love this post, and I shared it on my FB Vino Virtuoso business page! 😉

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