Wooing Women with Wine
By Michael V. Copeland

(Business 2.0) – Beringer Blass Wine Estates wants to be a hit with the ladies. In early May, the Napa Valley vintner will launch White Lie, the first label aimed directly at women. After learning that females make 80 percent of U.S. wine purchases, an all-woman team at Beringer decided to harvest grapes early in the season to create a low-calorie wine with less alcohol. Backed by $2.7 million in marketing, White Lie's $10 chardonnay will debut in 12 states at stores such as Albertsons, WalMart, and possibly Target. If it's a hit, White Lie will add two more varietals in 2006.