You Are What You Drink: Wine, Women, and Identity

NOTE: Today’s post is by Points contributing editor Michelle McClellan.

A recent piece in The New York Times about the wine-drinking habits of powerful female characters on television made me recall wine coolers, sweet blends of wine and fruit flavors that were packaged like soda and beer in bottles for individual consumption.  Some readers may be too young to remember them—they were most popular in the 1980s and early 1990s. Looking back now, I realize that for those of us of a certain age, they could serve as a gateway drug, and not just because of their sweet, almost Kool-Aid-like flavors.  For young women who were too naïve and uncertain to know what wine or beer or cocktail to ask for, yet well beyond the era when we would expect or want a man to order for us, wine coolers were an easy and at that time at least, socially acceptable alternative—which is no doubt what the manufacturers intended.  By all accounts, women’s drinking has gotten more serious since then, and in more ways than one.

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Seriously: wine coolers (Seagram’s Golden Wine Cooler advertisement)

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