In addition, gay restaurateurs are repaying the winery's support for the AIDS quilt by adding other Clos du Bois wines to their wine lists.
The campaign is building loyalty among gay and lesbian customers, she said.
"What a pleasure to find a great ad for one of my favorite wines in Advocate," a Key West, Florida, man wrote in an e-mail to the winery last week. "Thank you for your support of diversity and good taste in wines and ads."
Because so few wineries have targeted the gay market, it is still largely untapped. Beaulieu Vineyard, a Napa Valley winery, has run its mainstream ads in gay and lesbian publications for two years, but so far has not yet developed ads tailored for the community, said Evans at Rivendell Marketing.
As in many mainstream publications, wine ads in homosexual media are overshadowed by ads for beer and spirits. Alcohol is the most crowded category in gay marketing, with more than 40 brands jostling for attention, Wilke said.
The wine industry, however, has been slower to move into gay media. Wineries typically spend much less money on all forms of advertising than beer and spirits companies.
Clos du Bois devotes 2 percent to 3 percent of its advertising budget to the gay ads, but the winery plans to intensify its campaign.
"We are part of a progressive group that is being smart about the way they are talking to their consumers," Souroujon said.
"There are a lot of people that view this as a risk. I would say it is important to have brand loyalty. That is what is going to keep Clos du Bois at the top of mind. If these people are loyal consumers who appreciate excellent wine, talk to them. That is smart marketing. That is smart business."
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