Producers of sweet wine in Bordeaux are targeting young Americans in New York and San Francisco in an effort to change the perception of the drink.
Sweet Bordeaux, which represents sweet wine appellations in the French region including Sauternes, Barsac, Cadillac and Loupiac, wants to appeal to a younger audience after research found its average drinker is over 60 years old, decanter.com reports.
A series of after-work parties aimed at 25 to 35-year-olds has already been launched in Bordeaux, but this will mark the first time similar events have been run in the US.
"People think that sweet wines are old fashioned - they are not seen as fun drinks," Emma Baudry of Sweet Bordeaux told the website.
"We are trying to encourage young, successful people to drink our wines at trendy bars. We usually have DJs and dancing."
Sauternes is made from Semillon, Sauvignon Blanc and Muscadelle grapes and takes advantage of the "noble rot" common in the area to produce a sweeter wine.
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