Blue Wine Sells Out in a Flash

It was created to higlight the "pink tax," and at 13 percent less than rosé, it promised to taste "crisp like the dollar bills still in your wallet.”

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September 11, 2019

Have you heard of “the pink tax,” a name that has been given to the higher price companies generally charge for products and services marketed to girls and women including apparel, toys, dry cleaning and personal-care items? “Pink” razors aimed at women, for instance, are generally marked up 13 percent higher than essentially the same “blue” razors marketed to men.

Yes, that’s ridiculous — and to raise awareness about the inequity (and the razor brand they’ve launched to combat it), a female-targeted shaving supply and body-care product company called Billie has pulled off a pretty cute stunt: launching a limited-edition wine for those of us who often think pink (Hello, rosé!) … only this wine is blue and it costs, yep, 13 percent less than the average cost of the average cost of rosé. (“$14.87. A steal!” the company gushed in an email announcing the wine launch.)

Blue wine has recently become a thing some have even predicted it will be “the next big thing” and it’s clear that people were anxious to try it because … Billie sold out of its limited-edition vino, Château de Blué, which went on sale on Tuesday, Sept. 10, in less than eight hours! (Yeah, we’re blue to have missed it, too.)

Then again, maybe it was Billie’s pitch and clever tasting notes that most appealed.

“A wine made by a razor brand… just what sommeliers were waiting for. Oo la la, take a sip. What do you taste? Mmmm, yes. Those are the notes of crushed blueberries, walnut, and just a hint of gender bias. A robust, full-bodied feast for the senses including the sense of fairness,” Billie wrote on the product-order page for the blue wine.

At 13 percent less than your average rosé, Château de Blué, also “tastes crisp like the dollar bills still in your wallet,” the page boasts. Ha.

Billie Co-Founder Georgina Gooley tells FN Dish the company worked with a private label wine maker to develop the California blue wine and bring it to consumers. She says she and her colleagues were as surprised as anyone that the entire supply sold out so quickly.

We had no idea it would go so fast. We wish we had made more, but we're thrilled it was so well received,” she said. The company has no plans for another batch of the blue wine, but Gooley promises it has more “exciting new things” up its sleeve.

Photo courtesy of Billie

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