Wine is a laggard in alcohol sales as more Americans turn to cocktails. Can female celebrities like Cameron Diaz and Mary J. Blige bring the vineyard back?
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Excessive markups on wine in restaurants don't help. According to a Nielsen survey, a five-ounce serving of wine is 72% more expensive than a serving of spirits and close to 50% more than a serving of beer. With attention to size, lower alcohol content, online purchasing, price point, and brand ownership that includes women as well as BIPOC and LGBTQ+ individuals, female celebrities have looked to create a niche within the wine sector that appeals to younger consumers.
"Wine has always had a very high barrier of entry, and it has always been difficult to navigate, especially if you're just entering that space," McKirdy said.
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