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Wine for aunties launched for Juneteenth

20 June 2024 By Louis Thomas

To mark Juneteenth, the national holiday marking the end of slavery in the US, one company has released a wine to celebrate the role of aunties in African-American culture.

Juneteenth, which is celebrated on 19 June, marks the day when the Emancipation Proclamation was finally enforced in Texas in 1865 at the end of the American Civil War. Recognised as a federal holiday in 2021, today it is a celebration of African-American culture.

Called Auntie Whine, the rosé is described as having “notes of cocoa butter” and “a mouthfeel as smooth as a silk bonnet” – the blend composition and winemaking that has gone into it have not been disclosed.

On the back label there is a QR code which leads those who scan it to a Spotify playlist featuring songs including Dutty Whine by Tony Matterhorn, Wine for Me by Popcaan, and Gyptian’s Wine Slow.

Explaining the connection between aunties and Juneteenth, Penelope Vasquez, a creative at Mother New York, told the drinks business: “Aunties are an important part of Black families and the community. Whether they’re actually aunts or just give off ‘auntie vibes’, they bring fun, personality, and warmth to family and community gatherings, many of which happen throughout the summer.”

While the pun on the word ‘wine’ in the name ‘Auntie Whine’ might, particularly to someone from the UK, seem to be a reference to moaning about something, Vasquez revealed that it actually holds a different significance in this context: “Whining is a type of dance based on the movement of the waist and hips. It’s called ‘whining’ in Caribbean Black culture but can be seen in many other dances. Whining is both subtle and sensual, just like how your favourite auntie might dance while holding a glass of her favourite wine.”

It might be argued by some that marketing an alcoholic product at women of a certain age plays into a ‘harmful’ stereotype of that demographic drinking too much. However, Vasquez said that this is not the case with Auntie Whine: “This isn’t at all related to the amount of wine women drink. It’s not that the aunties drink too much and start dancing. This is a celebration of an atmosphere where women feel joyful and confident, whine their waists to great music, and cool off with a refreshing beverage.”