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These days, making wine is often about creating a concept, for better or worse. The store shelves are loaded with bottles depicting everything from animals to cars and trucks to those that donate part of their sales to research on various diseases. And now, a new concept — a wine billed by its promoters as “the first wine created in support of equality for gay Americans.”
It’s called Égalité, and it comes to us from Biagio Cru & Estate Wines, an importer based in Rosyln, N.Y., that says it will donate part of the proceeds to organizations that promote quality for gay Americans.
Égalité is a sparkling wine, a Crémant de Bourgogne from France with a suggested price of $24. A press release says that it’s the product of “exhaustive research by Biago Cru as well as input from the gay community.” A focus group helped develop the name and label.
Part of the strategy, not surprisingly, is to capitalize on moves by an increasing number of states to legalize same-sex marriage, and Biagio Cru calls its wine “the perfect touch for weddings, engagements, anniversaries, galas, and all celebrations.” And it hopes, of course, that the wine will have broad appeal beyond the gay community.