Bob
20th April 2007, 00:23
In a display of pure stereotyping, a wine has been released to “break biker culture out of the beer and bourbon ghetto and into the joys of fine wine”.
The V-Twin Zin – a Californian Zinfandel will be released with a label displaying a skull and flaming two-cylinder combustion engine.
“It’s not that bikers have gone soft,” says Scott Del Fava, brand manager of Canadian company, V-Twin Vineyards. “We’re just conspicuous consumers; we like the finer things in life. I don’t think any of us are the bad boys you’d think of when you think of hardcore motorcyclists.”
So why sterotype us with that labelling then?
Rick Maher, formerly a senior instructor with the Canada Safety Council Motorcycle Program, questioned the principle of linking wine with wheels.
“Specifically marketing an alcoholic beverage to an operator of a motorized vehicle of any type is morally distasteful,” observes Maher. “If it isn’t an ethical conflict for the manufacturer (or) producer, it should be.”
Personally, I just get really pissed off at being stereotyped. If I want to buy a bottle of wine, I’ll buy a bottle of wine (I quite enjoy a blush Zinfandel, btw), without anyone needing to stick a flaming skull on the sodding bottle.
The V-Twin Zin – a Californian Zinfandel will be released with a label displaying a skull and flaming two-cylinder combustion engine.
“It’s not that bikers have gone soft,” says Scott Del Fava, brand manager of Canadian company, V-Twin Vineyards. “We’re just conspicuous consumers; we like the finer things in life. I don’t think any of us are the bad boys you’d think of when you think of hardcore motorcyclists.”
So why sterotype us with that labelling then?
Rick Maher, formerly a senior instructor with the Canada Safety Council Motorcycle Program, questioned the principle of linking wine with wheels.
“Specifically marketing an alcoholic beverage to an operator of a motorized vehicle of any type is morally distasteful,” observes Maher. “If it isn’t an ethical conflict for the manufacturer (or) producer, it should be.”
Personally, I just get really pissed off at being stereotyped. If I want to buy a bottle of wine, I’ll buy a bottle of wine (I quite enjoy a blush Zinfandel, btw), without anyone needing to stick a flaming skull on the sodding bottle.