Of Wine and Women

Serious wine collecting is no longer a male sport. Why don't marketers get it?

Brace yourselves. A new wave of wine marketing is upon us. Julie Brosterman found herself drenched in it as she strolled the aisles of a Rite Aid in Los Angeles. Surrounding her were towering displays of pink and white wines in bottles bearing such flowery names as Seduction and White Lie. Brosterman, creator of the website womenwine.com derisively dubs them the Virginia Slims of the wine trade.

Perhaps the parade of pastel bottles just beyond the cosmetics aisle is inevitable--at least in states like California, where wine may be sold beside grocery items. For while men continue to do...

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