Some wine companies tailor their marketing to attract more men.

Cal Dennison likes a nice cold glass of Chardonnay. And he is man enough to admit it.

That is hardly surprising since Dennison is winemaker at the Modesto-based Redwood Creek winery, but is he an exception?

Judging by some marketing campaigns, you might think so. Take the Super Bowl ad that ran a couple of years back in which men invited to a wine and cheese party sneaked into the kitchen to unpack beer hidden in a fake wheel of cheese.

It’s hard to say for sure exactly who’s drinking what, but a Gallup Poll from last year found that among women who drink, 43 percent say wine is what they drink most often and 28 percent say beer. Among men who drink, 58 percent say beer is what they drink most often and 17 percent say wine.

“As a general rule, guys get together, they don’t want to be seen with a glass of wine,” says Nelson Barber, an associate professor of hospitality management at Texas Tech University who has studied gender differences in marketing wine.

Wine companies would like to change that. Some have adopted guy-friendly marketing with tie-ins to such red-blooded pastimes as camping and racing.

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