Wine has done just fine on its own for thousands of years. Suddenly, cynical marketing people in the wine industry have decided they need to reach “millenials,” AKA people my age.
It’s hilarious and sad watching a bunch of old farts in suits trying to reach my generation, especially when it’s combined with marketing to women. I think they see us as like this or this. When that happens, you get wine marketing like this or this. (From the skinny girl website: This new girl’s got a little sparkle in her step! Skinnygirl™ Prosecco is far from your typical sparkling wine, ladies! She’s a bubbly mix of light and crisp, of sass and class.)
You also get wine brands like this or this. When a wine is a brand, it usually means someone came up with a marketing idea first, and then they looked around the market for grapes that would fit the desired price and flavor cheap and bland.
All the stuff that makes wine special is lost. There’s no personality or sense that it actually came from a specific place. All that information is dumbed down to make it as simple to understand as possible, so what we’re left with is, “ooh! wine with a pretty flower on it!”
It also comes with vaguely classy-sounding wine descriptions, like “nuances of luscious red forest berries with notes of vanilla and mocha, and elegance on the finish.” What that means in regular English is that it’s a rich red wine where they started with very ripe grapes and added a lot of oak flavor (the vanilla). In other words, something that tastes like every other rich red wine. “Elegance on the finish” means literally nothing. Wine writing is full of infuriatingly meaningless gobbledygook..
As a 20-something woman who drinks a shitload of cheap wine, I’m theoretically right in that demographic. I think it’s the most patronizing garbage ever.