The problem with this attempt to rebrand wine for American blokes isn’t masculinity trying to assert itself,it’s putting wine in a can “Out with a friend at a bar, Graham wished he could order wine …” This is the start of a fair story, and the story of the invention of Mancan. Wine,in a can, for men. It all started in Cleveland; so far it has mainly stayed there, or but the power of globalisation means that we can scorn it from afar. besides,back to Graham: he wanted a sauvignon blanc or a pinot but he didn’t want the “stemware”. Stems are dainty: they remind you of green twigs, of girlish waists. They don’t remind you at all of penises (unless they slightly do), and he wanted to be more like his friend with a beer. Thus Mancan was born. Wine,but in a can. For men who want to spy like their more manly friends.
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Source: theguardian.com