The last thing a winemaker wants is for its vino to be called ‘tasteless’ — which is likely why a questionable trio of bottles were scrapped this week.
On Tuesday, People reported that media studio MGM and wine purveyor Lot18 had teamed up on a line of wines inspired by the hit dystopian Hulu series The Handmaid’s Tale, an eyebrow-raising collaboration if there ever was one.
But after the existence of the new collection was widely reported — and the subject of disapproving scrutiny — the companies decided not to go forward with the wines after all.
Think she’s heard? MGM and Lot18 recently teamed up on a line of Handmaid’s Tale-inspired wines — but they’ve already pulled them following backlash
Made the Lord open: The collection was made up of three wines, including an ‘Offred’ Pinot Noir inspired by Elisabeth Moss’ character
Under His eye: Though the wine went on sale on Tuesday, by the end of the day it had been removed from the site
Rape victim vino! A Cabernet Sauvignon inspired by Ofglen was described as ‘a daring testament to the heights that Oregon Cabs can reach’ with a ‘warm, spicy finish’
The almost-was line of wines was announced on Tuesday, the day before the show’s Season 2 finale hit Hulu.
The brands said that the three wines — two reds and a white — were inspired by three ‘bold characters’ from the show.
The ‘Offred,’ a 2017 Pays d’Oc Pinot Noir, featured an illustrated image of a Handmaid in a red habit and white wings on the label.
It was described as ‘rich and complex. Lush, fruit flavors of cherry and cassis are complemented by earthy flavors of mushroom and forest floor’.
‘We honor Offred with a wine that will stay with you long after you’ve finished your glass and a powerful experience you will never forget,’ the description read, using words clearly meant to echo the the description for Elisabeth Moss’ character.
The ‘Ofglen,’ meanwhile, also featured a Handmaid on the label. A 2017 Rogue Valley Cabernet Sauvignon, it was described as ‘a daring testament to the heights that Oregon Cabs can reach, featuring concentrated flavors of cherry, plum and coffee bean that give way to a warm, spicy finish.’
Finally, there was a 2016 Bordeaux Blanc inspired by Mrs. Waterford, called the ‘Serena Joy.’
Finally, Mrs. Waterford — a.k.a. Serena Joy — inspired a white wine
Complicit: It was described as ‘sophisticated, traditional, and austere’
It was described as ‘sophisticated, traditional, and austere… While the wine may initially come off as restrained, a few sips reveal it to be hiding layers of approachable white grapefruit and lemongrass, backed by weight and concentration.’
The limited line first went on sale on Tuesday morning, but by the evening they’d been pulled by the site. According to People, Lot18 and MGM said they had decided to pull the collection ‘after further consideration.’
That consideration like came out of backlash following the announcement. While some social media users and media outlets merely found the unexpected collaboration amusing an odd, others called it tone-deaf, questionable, and ill-conceived.
The Guardian asked whether it was the ‘worst tie-in ever,’ pointing out that it was strange to ‘merchandise a show about totalitarianism and ritualized sex slavery.’
Vulture said wine ‘seemed a little off-brand for a dystopian drama about a totalitarian government forcing women to reproduce against their will,’ while Slate deemed it an ‘almost impressively offensive merchandising scheme.’
Meanwhile, Jezebel snarked, ‘If there’s one thing women love, it’s immersing ourselves in a nauseating post-autonomy dystopia, imagining an increasingly plausible future of forced pregnancy and torture chambers, in which women are nothing but chattel and rape is state sanctioned. If there’s another, it’s wine!!’
Backlash: News sites and social media users were quick to criticize the move
Many couldn’t image how the makers thought this was a good idea
They pointed out that it was odd to merchandise a show about rape and totalitarianism
Yikes… Several imagined that the only thought process was that it would be punny
They also took issue with some of the descriptions of the wines and characters
Tongue cut out? The two companies have not released an official statement about the backlash
Over on Twitter, others called out the companies behind the wines for thinking they were a good idea.
‘Hey @hulu I had some better ideas for merchandising! Handmaid’s Tale the pepper spray. Handmaid’s Tale the IUD. Handmaid’s Tale the enormous donation to the National Network of Abortion Funds,’ wrote Electric Literature’s Jess Zimmerman.
‘Finally a product that combines everything I hate: wine, marketing, unbridled capitalism, and authoritarian patriarchal dystopias where women are chattel!’ joked B*tch Media’s Andi Zeisler.
A woman named Emily Rose Cole asked, ‘Who exactly is the target audience for this? Was the marketing company like “blessed be WHAT fruit, tho? I know! Grapes. Grapes are a fruit.”‘
Margaret Lyons also speculated on how the idea came about, imagining the conversation between two employees.
‘“Can you turn rape into marketing copy?” “Sure, you bet.” “Great, it’s for Handmaid’s Tale wine.” “Haha, love it.”’