BOSTON (AP) — Which wine pairs well with Shark Week? Does a pinot noir have enough acidity to cut through the grime of a Tough Mudder race? Is a big, brassy cabernet bold enough of a quaff for a night of naming dead rodents after an ex?
And is a wine named SEX too provocative or not provocative enough?
Absurd as they may sound, these are the questions haunting wine marketers grappling with slumping sales and increasingly elusive drinkers. How consumers -- especially younger drinkers -- answer them will determine whether an industry long defined by fuddy-duddy pretense can find its footing in 2026 and beyond.
