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Wine has become a staple of female meme culture. First up, there’s the white-girl-wasted single girl who hates work and loves fun, championed by the likes of Instagram mavens Daddy Issues (2.8 million followers),girlwithnojob (1.9 million followers) and The Fat Jew (7.6 million followers).

Then, there’s the internet-wide ‘Wine Mom’ phenomenon, which speaks to the appeal of slightly-more-booze than is recommended at the end of (or during) a long day of multitasking. Little unites these women but the same self-aware celebration of dysfunctional drinking that’s made these memes so popular. If funny wine seems odd or outdated, it’s probably because it is; the Wine Mom has found her voice just as awareness of the negative health impact of drinking, and growing trends towards moderation and connoisseurship are gaining traction. But just because excessive drinking is now less socially acceptable doesn’t mean it doesn’t happen — in fact, studies that show women do drink for comfort when times are tough, and are more likely to do so than men. What better way to make getting drunk on a Tuesday afternoon feel normal than by going online and finding it hilarious?

And it’s trickling down into the IRL wine industry; The Fat Jew himself has launched a wine brand. WHITE GIRL ROSÉ labels feature taglines like ‘Smashed’, ‘Fucked’ and ‘Is Rosé a carb?’ At $14.99 a bottle, what better product to sell his sizeable following than the easy-to-drink pink stuff they love so dearly? Meanwhile, Someecards – the people responsible for those brightly coloured vintage memes that clutter up your Facebook feed – has launched a wine brand for Wine Moms, named SomeWine. ‘This Chardonnay pairs perfectly with your kids being asleep’ reads the label.

Like 'Ship Your Enemies Glitter' – a service that took trolling offline – or the runaway success of internet-inspired apparel available from retailers like O-Mighty and Shop Jeen, these products exemplify the fact that the internet is creeping into the physical world, and people will pay to see it happen. After all, if something’s hilarious online, it can be hilarious offline, too.

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Susie Hogarth is Canvas8’s go-to girl for all things art, pop and web culture. She’s worked with clients like Dove, Wolford and Laurent Perrier, written press releases for UK Trade & Investment, and helped de-stigmatise intimate health for Canesten.

Lore Oxford is Canvas8's deputy editor. She previously ran her own science and technology publication and was a columnist for Dazed and Confused. When she’s not busy analysing human behaviour, she can be found defending anything from selfie culture to the Kardashians from contemporary culture snobs.


03 Feb 16

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