- A line of wines inspired by Hulu’s “The Handmaid’s Tale” was quickly canceled after being officially revealed.
- The wines faced criticism for being a tone-deaf marketing ploy, as the show is about a dystopian American where women have little freedom and rights.
If you were looking to get your hands on some “The Handmaid’s Tale” wine, you’re out of luck. The line of wine from manufacturers Lot18 and MGM was canceled just hours after it was officially revealed and went on sale.
People revealed the wine on Tuesday and said that those interested could start purchasing any or all three wines available. The wines were named after female main characters on the show: Offred, Ofglen, and Serena Joy.
But by that night, the story was updated to say “After further consideration, Lot18 and MGM have decided to cancel the line of wines inspired by ‘The Handmaid’s Tale.'” A Lot18 representative also confirmed to Vulture the cancellation.
While the line of wines may be canceled, the Lot18 website lists the Offred wine as “sold out.”
- Screenshot/Lot18 website
The wine was scrutinized online on Tuesday. The Hulu show is about a dystopia America where women have little freedom, so the wine was viewed by some as an offensive and tone-deaf marketing ploy.
Hey @hulu I had some better ideas for merchandising! Handmaid’s Tale the pepper spray. Handmaid’s Tale the IUD. Handmaid’s Tale the enormous donation to the National Network of Abortion Funds. https://t.co/gIRH62wdyf
— Jess Zimmerman (@j_zimms) July 10, 2018
Finally a product that combines everything I hate: wine, marketing, unbridled capitalism, and authoritarian patriarchal dystopias where women are chattel! https://t.co/Hd7242e2nR
— andi zeisler (@andizeisler) July 10, 2018
I’m starting to think that aliens released a chemical into our water supply that is slowly making the entire world stupid. https://t.co/ILj9qzbtEd
— Ian Millhiser (@imillhiser) July 11, 2018
Um am I the only one who finds this really wrong and distasteful. Lets buy a wine that turns Rape Culture, Misogyny and Violence Against Women into a cool wine label. Ick! What's next Handmaid's Tale special limited edition Oreo Cookies and Shreddies!?!?!? https://t.co/RSafMQZOQ2
— Lyla Miklos (@lylamiklos) July 10, 2018
This is so wrong on many levels. Only have to imagine a group of men sitting around drinking the “Offred”. Sheesh…https://t.co/21LqDFno62
— Celia Green (@1CeliaGreen) July 11, 2018
Before they were canceled, the wines had descriptions inspired by their respective characters.
For instance, the Offred 2017 Pays d’Oc Pinot Noir was described as: “Completely stripped of her rights and freedom, Offred must rely on the one weapon she has left to stay in control – her feminine wiles. This French Pinot Noir is similarly seductive, its dark berry fruit and cassis aromatics so beguiling it seems almost forbidden to taste. But it’s useless to resist the wine’s smooth and appealingly earthy profile, so you may as well give in.”