#MindfulIndulgence
Mindful Indulgence is about making choices that are both ethical and sustainable. It's about considering the impact of our purchases on the environment, society, and our health.
The Problem with
Traditional Wine Advertising
Below are examples of TOXIC Traditional Wine Advertising. These stereotypes can be harmful, reinforcing narrow and often negative perceptions. It's important for the wine industry to move towards more inclusive, responsible, and realistic advertising.
Excessive Consumption
Many wine advertisements glamorize the idea of drinking large amounts of wine, often portraying it as a sign of sophistication or a necessary component of a good time. This can contribute to unhealthy drinking habits and normalize excessive alcohol consumption.
Gender Stereotypes
Wine advertisements often target women, particularly middle-aged women, with the stereotype of the "wine mom." This stereotype suggests that women, and especially mothers, need wine to cope with stress, which can trivialize the realities of alcohol dependency and mental health issues. On the other hand, men are often portrayed as connoisseurs or collectors, reinforcing the idea that men should be knowledgeable about wine, while women are just consumers.
Racial Stereotyping
& Underrepresentation
Certain types of wine or wine-drinking behaviors can be racially stereotyped. For example, sweet or fruit wines are sometimes associated with Black consumers, reinforcing harmful stereotypes., which furthers underrepresentation in the Industry. The wine industry has a significant lack of diversity, with few winemakers, sommeliers, and wine business owners being people of color. This lack of representation can reinforce the idea that the wine industry is a white-dominated field.
Ageism
Wine is often marketed as a drink for older, more mature audiences, reinforcing the stereotype that younger people can't appreciate or enjoy wine. This can exclude younger consumers and perpetuate ageist attitudes.
Our Responsibility and Commitment
How Consumers Can Contribute to the Change
(Fun Fact: We sell state-of-the-art wine-preserving "corks". Every wine club member receives 2 of our corks, including our Champagne cork, with their membership)
Mindful Indulgence in the wine industry is more than a trend - it's a movement towards
a more sustainable and ethical world.
Join us in making a difference.
Learn More
Growing Beyond the Vines
"Wine, a gentle reminder to pause, breathe, and appreciate."
-Anon
Deesse du Vin is a community of women in the wine industry, dedicated to providing support, networking, and empowerment. Our goal is to create a space where women can connect, collaborate, and grow together.
Déesse du Vin
We believe that true sustainability is achieved when a company creates long-term value for its customers, employees, and suppliers—and the environment.
Economy
We're building an increasingly innovative community that helps us communicate responsible consumption. As well as taking the next step to support Women, company and community-wide.
Society
We have made it our mission to identify and mitigate the current and future negative environmental impacts associated with our ability to produce the product you love
Environment
We operate in the language of #MindfulIndulgence . It means enjoying treats or indulgences mindfully and intentionally, savoring the experience, being present in the moment, and making choices that are both ethical and sustainable.
#MindfulIndulgence
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