Wine Marketed to Moms: YAY! (or nay)?

  • Mommy’s sippy cup

    I’m a single mom of 3 girls and 3 boys, trying to juggle kids, work and laundry with the help of God, family, friends and wine (not necessarily in that order). That’s how the bio on my personal blog reads. Now, don’t get me wrong. I love my life. I love my kids. I love being a mom. I wouldn’t trade a minute of it for all gold in the world, although I’d consider trading it for a nap. Nah, I wouldn’t even trade it for a nap. But let’s face it, being a mom is hard work. It’s demanding. It’s never-ending. It’s emotionally draining. And it’s without monetary compensation.

In the evening, you put the kids to bed, look back over the day’s events and relive them just one more time –

Your three-year-old had an all-out meltdown in the frozen food section of the grocery store because you wouldn’t let him get some popsicles, so you had to leave the store with him kicking and screaming, while trying to ignore the horrified looks and judgements from passersby. Then, at lunch time, your five-year-old accidentally knocked over her cup of juice, flooding the kitchen floor that you’d just scrubbed on your hands and knees. Your son was pretending to be Tony Hawk and managed to flip himself off his skateboard, necessitating a trip to the ER and five sutures. Your daughter squirted a bottle of soap, a tube of toothpaste, and a can of shaving cream in the bathroom sink while you were folding your fifth load of laundry, just because it looked like fun. She used your toothbrush to mix it up. You son, all proud for catching it, brought home a snake he found across the street. You forgot about your daughter’s physical therapy appointment because you were busy helping your son look for the aforementioned snake that escaped. Dinner burned while still searching for the snake. You threw a frozen pizza at the kids while reading through a backlog of email and important documents for work.

Now you tell me, is there something wrong with sitting down with a glass of wine after tucking the kids in to bed? I say, “Oh heck no!”

In a Huffington Post article this week, the author presents different sides of the recent trend of wine being marketed to moms. The thing that struck me the most about this article (and the comments on it) was the notion that it’s wrong to market wine to moms. Strollerderby’s own Rebecca Odes wrote her take on this relatively new trend of marketing alcohol to women (and moms specifically) back in April.  I personally say it’s ridiculous. It makes sense to market to moms.

First off, it’s smart business, period. Women purchase 77% of the wine in the U.S. Of course, companies should market to moms. Companies are there to make money, no?  You go where the money is.

Opponents claim that it’s dangerous to market wine to moms because they could wind up with a drinking problem. Really? How about cheesecake? Should we stop marketing that because women could wind up with a weight problem? Or computers? Maybe we shouldn’t market computers or phones to women because they could become addicted to them and completely forget they even have kids. I’m pretty sure that just because there are wines called Mommy’s Time Out and Mommyjuice, there’s not going to be a whole leagues of drunken mothers diapering the cat and feeding the baby kibble while slurring the words to Little Girlsa la Miss Hannigan. Sure, there are people with drinking problems. Yes, some of them are moms. But having wine on the shelves with the word “mommy” on the label does not create alcoholics.  I enjoy a glass of wine now and then yet I’ve never gotten drunk or been unable to care for my kids in any way.

And hello? Talk about double standards.  No one is whining about beer being marketed to men. Scantily clad girls perched on classic cars, holding a frosty mug doesn’t draw attention. Fathers stopping off at the local bar after work to wind down with the boys is no big deal. Society laughs with Homer as he spends the better part of his life at Moe’s while forgetting his kids’ names. But a wine marketed toward moms? Stop the presses!

Other naysayers question why moms would need a drink at the end of a long day. Come babysit my kids and you’ll see. Honestly, I think people are reading way too much into this. No one is saying, Moms hate their kids and need to get drunk in order to tolerate them. That’s ludicrous. But what’s wrong with relaxing over a glass of wine now and then?

When I was much, much younger, I worked at a fancy schmancy restaurant. The owner had wine tastings for the servers and classes taught by the restaurant’s sommeliers. At the time, I knew nothing about wine. Wine scared me as it does many people who don’t know where to start and are afraid of making a mistake when pairing wine with food. What’s wrong with giving someone unfamiliar with wine a friendly, non-scary label? That’s the way many of my friends began to appreciate wine – they saw a bottle that appealed to them, they tried it, then eventually broadened their horizons to enjoy different varietals. I don’t think, like some people claim, that having a mommy label is “dumming wine down”. Wine connoisseurs will continue to drink what they like. Moms who are new to wine might find a new knowledge and passion for this beverage that’s been consumed for a bazillion years.

Wine is drunk with meals in Europe regularly and no one says, “Oh, you’re a mom! You shouldn’t be drinking!” Why do people have that attitude here in the U.S.? Wine does not equal drunkenness and irresponsibility as so many people seem to think.  Personally, it doesn’t bother me one little bit that the word “Mommy” is on the label.  I agree – sometimes Mommy does need a time out.  What bothers me are the people who think moms are smart enough to care for their kids, but are not smart enough to know when it’s appropriate to have a drink, or when to say, “When”. 

What’s your take on this?  Do you think it’s bad there are wines marketed toward moms?  Do you think it’s about stinkin’ time they marketed wine toward moms?  Are you on your way out to the store to buy a bottle right now because a Mommy Time Out with wine sounds heavenly?

Article Posted 5 years Ago

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