Head Scratchers

Just What We Needed: A Wine For ‘Millenial’ Women

Old men have whiskey, young men have beer, middle-aged women on the Sex and the City tour have Cosmopolitans, and now….millenial women have their very own wine. It’s called “Be.”

“We know that this group of women is very active in stores,” Elizabeth Hooker, PR director for the company that produces Be. tells The Jane Dough. “Women are interested in wines that are fun and approachable.”

“Fun and approachable?” Are we young ladies scared of the big bad world of Barolos and Cabernets? You’d certainly think so if you took a look at Be.’s line, which includes 3 whites: Chardonnay, Pinot Grigio and Riesling, as well as one Pink Moscato. The wines are given corresponding emotions, too: Chardonnay is “Fresh,” Pinot Grigio is “Bright,” Riesling is “Radiant,” and Pink Moscato is “Flirty.”

“The idea is that rather than pairing your food, you’re pairing with whatever your mood is,” Hooker tells us. Usually, we’re just pairing with whatever’s half-full in the fridge, but, well, whatever floats your boat.

We’re somewhat encouraged to hear that they’re considering adding a red to the mix. But for now, if you’re a young person in need of some Zinfandel specifically marketed to young people, you’ll have to steer to Be.’s brother brand, the very masculine-sounding Sledgehammer.

TAGS: be wine

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