Spanish wine for gay men

We’ve already seen a banking service, a wedding boutique and a travel website aimed at gay consumers; now there are wine brands targeting gays as well.

Spanish UO! Wines is a line of three wines created with homosexual men in mind, and its descriptions, packaging and website imagery were all tailored accordingly. UO! Ánima Blanca, for example, is a Sauvignon Blanc and Verdejo blend featuring earth tones and "wisps of flowers and fruit – the perfect accompaniment to a gathering of friends on a hot day, whether the heat comes from within or without." Antinoo, meanwhile, is a Monastrell that’s "young and mature, fruity, elegant, smooth….Mediterranean…. When you try it, shut your eyes and imagine that you are licking rivulets of syrup from his body," the company advises. Rounding out the line is Oscura Lágrima, a Shiraz and Merlot blend that’s "dark, dense and turbulent."

Underscoring the connection it sees between wine and sexual orientation, UO! explains: "Right from the time you see the wine in the display case, we want to insure that the bottle speaks about more than its delicious contents; that it has to do with you; that you are offering whoever you are with something more than a simple glass of wine."

It’s certainly true that gay consumers represent a potentially lucrative segment, and apparently UO! is not the first wine brand to set its sights on reaping some of those pink profits—another like-minded competitor, also from Spain, is Mundo Gay. Though it’s not clear if UO! makes or blends its wines or simply packages them, it’s actively seeking distributors; one to get in on early…?

Source :: Springwise


One Response to “Spanish Wine Targets Gay Men”

  1. Matt Tumminello on August 25th, 2009 0:46

    How interesting. I wonder why this vineyard is targeting gay consumers only. I would think that if it’s a great wine they would want to reach a broader audience so that all can enjoy. That’s not to say I think gay-targeted marketing is unnecessary. To the contrary, brands that make the effort to be relevant to their customers’ lives will find the most success. They can do that by connecting with their lives, interests, passions, etc. Wine is a category where gay consumers over-index.

    One thing I’d ask this brand is why gay men only? Plenty of gay women I know are great connoisseurs of wine. Don’t forget the ladies!

    Matt Tumminello

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