Merlot goes macho to reach NASCAR set

03/27/2006 | Los Angeles Times (tiered subscription model)

Men traditionally have been major wine consumers, but Sonoma, Calif.-vintner Ray's Station is aiming for the NASCAR-watching, backyard grilling guy with its new "hearty wines" campaign. The pitch, which follows last year's efforts to woo women wine drinkers, reflects the fierce competition among wineries to draw attention to their products in a very crowded marketplace.

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