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Semi-relatedly, from the AP:

NASCAR fan Boyce Brannock of Staunton, Va., is watching the trend [of wine marketed towards men, and Ravenswood's sponsorship of NASCAR] with some interest. He's someone who already appreciates fine wines and fast cars. He and like-minded enthusiasts of both sexes — they call their group "Rednecks and Red Rhones" — get together every February to kick off the season and sample wines from the Rhone region of France.

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