Wines appeal to men using sports, video games and sex (Canada)

The wine world is already so masculine, making special efforts to underscore its machismo seems akin to gluing chest hair to Rambo.

Nevertheless, “manly” wines are the industry’s latest fling, in large part due to young men being part of the fastest growing wine consumption demographic today: millennials. The challenge, however, is getting them to permanently swap beer for Bordeaux.