I think we’re moving past pink and frilly to encouraging full-on addiction:
Comfort wine / it’s anodyne /it’s not going to tax your palate / it’s just going to slide down your gullet!
Don’t get me wrong – I like my wine just fine, though two glasses are about my limit these days. But I’m midway through this excellent memoir of alcoholic life by Sarah Hepola, and really do think that some of the mommy wine marketing can be seductively destructive. Plus, I’m a wine snob, so trumpeting a chardonnay’s sweetness through the “custard” designation is never going to appeal.
I couldn’t even bring myself to buy it to determine if “custard” was accurate, because I was too embarrassed to be seen buying “comfort wine,” even for research purposes!