The blatant marketing efforts to GLBT consumers by beer and liquor companies are no longer a novelty. But when it comes to the conservative world of winemaking, the outreach has just begun.

Merryvale Vineyards in St. Helena, CA, is currently pulling the cork within an industry that has long overlooked the zillions of wine connoisseurs inherent to our community. In 2002, the 20-year-old winery took the “pink plunge” by placing its first gay-tailored advertisement in The Advocate after making donations to GLBT events such as the annual GLAAD media awards and several charity functions in San Francisco. It has since advertised regularly in The Advocate and placed a full-page ad in this month’s issue of Out Traveler.

“There is definitely a conservative political slant that exists throughout Napa Valley,” says Merryvale Marketing Director Jean DeLuca. “And compared to liquor and beer industries, the wine industry isn’t generally known for creative marketing or thinking outside the box.”

Rainbows and pink triangles aside, the company is taking a less-hackneyed approach by adding simple heartfelt taglines to its existing mainstream ads, such as: “Celebrate and Come Out to Merryvale,” or “From Napa Valley With Love.” According to DeLuca, “There is a tenderness within the gay community that is very appealing. So we’re merely saying enough to convey that we get it.”

Quantifying the results, however, has been difficult so far compared to understanding the demographic. “We know there is a great affinity for fine wine within the gay market. And this is an opportunity for us to make a social statement about good will to all,” adds DeLuca.

But according to Vicki Garcia of Marketing Impressions, a local advertising agency that specializes in personal branding and marketing to the GLBT community, “Progressive companies like this will also stay ahead of their competition because research shows that the gay demographic is very much into lifestyles. And it is naturally very astute of a wine company to approach this market.”

With a highly acclaimed portfolio of “prestige, reserve and everyday” wines distributed internationally, Merryvale actively researches GLBT activities throughout the country that might welcome its involvement. It is also reaching out to restaurants frequented by GLBT consumers, such as Woody’s at the Beach in Laguna and Wang’s in the Desert in Palm Springs, where Merryvale President Peter K. Huwiler will personally host wine dinners on March 9 and 11, respectively.

Garcia applauds the strategy, adding that, “By attaching a face to their product it shows they intend to follow through with their advertising methods — and that they aren’t exploiting the gay market, but rather supporting it.”

The winery also utilizes its elegant Cask Room for various gay celebrations. And in an ironic twist, where most wineries in the state are not permitted to hold weddings on their properties, Merryvale dodges the regulation by hosting commitment ceremonies.

Now, the only thing missing, says DeLuca, are established gay wine groups. “We haven’t found any of them yet.”