Handmaid's Tale wine launched, then immediately pulled after social media backlash
The harrowing scenes of rape and abuse in Channel 4 drama The Handmaid's Tale may have left viewers in need of a stiff drink, but a recent attempt to cash in on the show's success left a sour taste in the mouth for many fans.
A line of promotional wines "specially crafted to highlight the personalities" of the show's characters was launched yesterday – and scrapped just hours later, after a backlash on social media.
Adapted from Margaret Atwood's 1985 novel, The Handmaid's Tale imagines an alternate America where women are enslaved by a religious patriarchy.
A now-deleted page on wine company Lot18's website said the novelty wines were ideal "to enjoy while you watch these women's stories unfold on screen, or while you contemplate their impossible situations afterwards".
A French Pinot Noir is described as "smooth, earthy, and similarly seductive in profile to Offred".
Offred is the slave-name given to the show's heroine, June, by Fred, a government official who keeps her as a servant in his house, and rapes her with the assistance of his wife, Serena Joy.
A Bordeaux Blanc wine inspired by Serena Joy, meanwhile, is described as "sophisticated, traditional and austere".
“Can you turn rape into marketing copy?” “Sure, you bet.” “Great, it’s for Handmaid’s Tale wine.” “Haha, love it.” pic.twitter.com/9089Cveu0G
— Margaret Lyons (@margeincharge) July 10, 2018
New York Times television critic Margaret Lyons, quoting a promotional description which calls the Offred wine impossible to "resist", tweeted: "Who the f--- thinks rape-themed wine is a good idea?"
Um am I the only one who finds this really wrong and distasteful. Lets buy a wine that turns Rape Culture, Misogyny and Violence Against Women into a cool wine label. Ick! What's next Handmaid's Tale special limited edition Oreo Cookies and Shreddies!?!?!? https://t.co/RSafMQZOQ2
— Lyla Miklos (@lylamiklos) July 10, 2018
Handmaid's Tale themed wine with this selling point: lie back and enjoy being raped. "It's useless to resist the wine's smooth and appealingly earthy profile, so you may as well give in."
If this is a joke, it isn't funny.https://t.co/XVPHIgDYlrpic.twitter.com/9RkkCqIgtS— Tabitha McIntosh (@TabitaSurge) July 10, 2018
Hey @hulu I had some better ideas for merchandising! Handmaid’s Tale the pepper spray. Handmaid’s Tale the IUD. Handmaid’s Tale the enormous donation to the National Network of Abortion Funds. https://t.co/gIRH62wdyf
— Jess Zimmerman (@j_zimms) July 10, 2018
People magazine reports that Lot18 and the show's production company MGM have decided to cancel the wine "after further consideration".