Why did Marile Borden name her website Moms Who Need Wine?
If you have to ask, says Borden, you must not be a mom.
Moms are becoming much more real in terms of admitting that the job is a difficult one and that a nice glass of wine at the end of the day sure helps, says Borden, mother of two and founder and publisher of the Moms Who Need Wine website, which has about 390,000 fans on Facebook.
Theres definitely a trend, says Borden, who is partnering with the California Wine Club to offer a Wine Mom Series exclusively on her site. Wines can also be suggested as a gift on a new site Borden is launching this week, DropYourHint.com, where moms can choose what they want for Mothers Day and a gentle hint will be sent to their loved ones.
Producers seem to be waking up to the connection.
One of the wines being offered through the club is MommyJuice from California producer Cheryl Durzy of Clos LaChance Wines based in San Martin, south of San Jose.
Durzy, a mother of two, says her two young children started calling her nightly glass of wine mommys juice.
We would walk through restaurants and they would point to other people with wine glasses and say, Thats mommys juice! and it was really embarrassing, but funny and cute, too, she says.
MommyJuice wines currently feature two wines from California, a red blend and a chardonnay, with a suggested retail of $9.99.
How hot are mom wines? Hot enough to have their own trademark battle going on between MommyJuice and another mom-marketed wine, Mommys Time Out.
Recently, Clos LaChance asked a San Francisco federal court to declare that its wine does not violate the trademark of Mommys Time Out. Mommys Time Out features wines from Italy, imported by New Jersey based Selective Wine Estates. The wines on offer are a pinot grigio blend and a red wine, rosso primitivo, both with a suggested price of $9.99.
Clos LaChance wines says mommy is a generic word on which their rivals dont have a monopoly. A spokeswoman for Mommys Time Out declined to comment.
Its a safe bet that your typical wine connoisseur wouldnt be caught dead with a glass of mommy-anything in his hand though fans say their husbands happily drink it. And a scan of website comment boards indicates there are plenty of people who look askance at both the idea of mom marketing and the concept of mothers cheerfully admitting they like a glass of wine.
But the approach seems to resonate with its target audience.
My readers go crazy over it, says Borden. We get comments all the time about how much they love those wines, how cute they are and how they love to bring it to a play date.
In addition to the mommy wines, there are a number of great sips with femme-themed labels, including Mad Housewife, Middle Sister and Girls Night Out.
Borden and Durzy are careful to point out theyre not advocating wholesale tippling, always a poor parenting choice.
Its not about getting drunk around your kids, says Durzy. Its about having that glass of wine at the end of the day when the kids are in bed.
Gerri-Lin Becker, director of operations for The California Wine Club, credits social media at least in part with bringing attention to the mom-wine connection.
I think its really common for us moms to go home and have a glass of wine and wind down. The kids are in bed. And we check in on Facebook. At this point, if I didnt have Facebook I would have no idea whats going on in my friends lives.
No need to tell Christine Trice about the power of Facebook.
Her website, OMG I So Need a Glass of Wine, took root one crazy winters night when she was trying to finish an article for a parenting magazine with two rambunctious children in the house. Her editor had the same issue and we couldnt even hear each other talk on the phone because our kids were insane.
Tongue-in-cheek, she created a Facebook group, OMG I so need a glass of wine or Im gonna sell my kids. In a few weeks she had thousands of followers.
That was when she knew she was on to something.
I realized we all need a platform where we can vent and not worry about being judged because weve all been there. Its truly evolved into a virtual sisterhood, she says.
Trice, who lives in Sacramento, not far from wine country, is working on developing a wine club.
Wine used to be such a snobby thing. What should you pair with it? I dont know what do you feel like? said Trice. Im connecting with moms who are like me; the 98 percent of common wine drinkers who want to know what wine pairs best with leftover spaghetti. I want to send the message that its OK to enjoy wine now and again and honor yourself for being an amazing parent.