Targeting Men: Ammunition Wine

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I would not normally associate wine and shooting, but it seems the Daylight Wine Company has. Their latest wine line is “Ammunition” designed and specifically catering to the maleย wine market.

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Their description:

Wines of the Highest Caliber

We are Ammunition. Our wines are specifically crafted for sportsmen and outdoorsmen with an appreciation for adventure and the finer things in life. Our wines are made from some of the best vines in the Sonoma Valley and Sonoma Coast, and were made to pair perfectly with the foods we all enjoy the most. Raised in families of outdoorsmen, we created these wines with the passion of our fathers and as an expression of the freedom in the American Spirit.

Price points for the wine start at $27/bottle for “The Equalizer” a blend of Merlot, Syrah, Cabernet Sauvignon, and others. The Cabernet Sauvignon goes for $30 and the Pinot Noir from $36/bottle.

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Personally, I would spend the money on real ammunition. But, my wife now has ammunition against me when I get the wrong case of “ammo.”



Nathan S.

One of TFB’s resident Jarheads, Nathan now works within the firearms industry. A consecutive Marine rifle and pistol expert, he enjoys local 3-gun, NFA, gunsmithing, MSR’s, & high-speed gear. Nathan has traveled to over 30 countries working with US DoD & foreign MoDs.

Nathan can be reached at Nathan.S@TheFirearmBlog.com

The above post is my opinion and does not reflect the views of any company or organization.


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  • gunslinger

    i like pinot noir

  • big daddy

    Drinkin’ wine spo-dee-o-dee, wine bop-bop
    Wine spo-dee-o-dee, drinkin’ wine
    Drinkin’ wine spo-dee-o-dee, pass that AMMO to me

  • Rokurota

    A good Cab is a .308. Merlot is a 9mm. White zin is .22LR

    • Blake

      Don’t be so hard on 22LR. White zin is airsoft ๐Ÿ™‚

  • santi

    Definitely interested in trying a bottle.

  • Grindstone50k

    I’ll stick with my $10 locally made wine.

  • Michael R. Zupcak

    I don’t know much about wine but I do know that even $27 buys a pretty nice bottle of wine. People might want this for the label, though, so maybe it’ll sell. Now if they released some whiskey bottles with guns on them (preferably single-action six-shooters) I’d definitely buy one.

    • Blake

      No guns on the label, but get yourself some Crested Ten & see what you think. It’s an unmarketed Irish whiskey produced by Jameson, & I personally think that as whiskey goes, for the money it’s hard to beat.

  • guest

    “We are Ammunition. Our wines are specifically crafted for sportsmen and outdoorsmen with an appreciation for adventure and the finer things in life. Our wines are made from some of the best vines in the Sonoma Valley and Sonoma Coast, and were made to pair perfectly with the foods we all enjoy the most. Raised in families of outdoorsmen, we created these wines with the passion of our fathers and as an expression of the freedom in the American Spirit. ”

    What a bunch of marketing BS. Would it be 1984 they’d call it “victory wine”, or if it was in China it’d be “Comrade Mao’s private reserve” or something to that tune.

    The way some people – or in this case companies – suck up to certain markets or trends is like a used up skank of a fluffer trying to market him/herself as a vacuum cleaner. Seriously, have brand – stick to it. This (no matter the type of product) is a turn down for me. Too try hard.

    • Martin M

      Just how many of us in the gun community are wine snobs? I’d like to see their market research.

      • Blake

        Me.

  • Zachary marrs

    Real men drink bourbon

    • LongBeach

      Amen.

  • Blake

    My guess is that these dudes are either big-time gun nuts, or their marketing dept. is good & crazy. Perhaps both.

    As a “cork dork” (that’s the industry terminology) I really don’t care what it’s called, what’s on the label, how the bottle is shaped, or even if it has a screw top (which happens to be a much more reliable & controllable hermetic seal than the now-ubiquitous low-quality natural cork & has the added advantage of being less expensive). Pretty much every serious wine buyer would say that I think (with the possible exception of cork traditionalists; wine people debate it as much as gun people debate AR vs. AK).

    Which leads me to believe that this is simply fluff marketing to people that don’t know about wine, in order to make it appear more “masculine”. Think of it as the male equivalent of pink guns &ltgrin&gt

    Or they’re just hardcore gun nuts…

    • rotten grapes

      Wine is rotten grape juice. And not just that – it s a rotten juice flavoured by the products (i.e. waste) of fungal growth and their eventual decay. A coffin that is made airtight, and opened for consumption once everything that could decompose already has.
      Now, that put aside, I enjoy very much air-cured sausages, especially the french ones that are 99% meat and almost no fat, where the composition is changed so much by the fungae that it resembles more of a melt-in-the-mouth meat candy which tastes more like freshly baked semola grain bread than meat, I say that just so that there is no accusation of hypocrisy on my part.

      But one thing that is common with absolutely all (or very close to) “connoisseurs” of alcoholic beverages is just that – they have to be alcoholic. The craving for alcohol is of course dismissed, shoved completely aside by almost perfectionist “senses” and various “flavours” of something to the tune of “starts off with a strong taste of citrus, the body is mild with a hint of strawberries, and the aftertaste of mint leaves with cinnamon” or some other complete nonsense. Yet, I have yet to witness any one of those “connoisseurs” tell the same about premium fruit juices. I mean not your run of the mill “100% orange with pulp, not from concentrate” packs of juice but the really premium ones – from pure berries, real ripe fruits, the ones that contain enough light sugars to make your bloodwork go in a frenzy and your tongue almost burn from the aggressive enzymes that slowly dissolve flesh, because the process by which the juice was made has left the composition almost 100% intact.
      And no, I am not shy of drinking alcohol, but I do not lie to myself saying I drink it for the “incredible taste”, but to relax, get “in the right mood”, etc.

      Summa summarum what I am trying to say is that if there would be a lot of people that enjoyed the incredible palette of tastes fruits (or anything else that tastes good) that nature has to offer, including wine and whatever other product, they would certainly enjoy the natural unadulterated taste of grapes as well. But they do not. Because there is the “working man’s booze” like beer and cheap whisky, and there is the one marketed towards the “refined” crowd, i.e. wine and whatever derivative of wine. But the bottom line is alcohol, because otherwise there would be a great market share for non-alcoholic wines. But I very much doubt that anyone would drink rotten grape juice or taste dissolved traces of whatever tar or other matter there is contained in the cellulose of old barrels. It just does not happen.
      So get over the hypocrisy please.

  • Norbert Colon

    This looks like a marketing/design exercise, well done though.

    Yee Harrr! you duped em cowboy.

  • colt45

    Been shooting 3- gun at Rockcastle in KY, drinking wine and listening to live muic till all times of the night at their Winery…along with a little beer.

    • Mike

      I just returned from the Pro Am 3-Gun competition in August, at Rockcastle. For readers who are not familiar with Rockcastle Shooting Center, it is a must-visit shooting resort on a 2,000 acre property in Kentucky. They host the largest 3-Gun tournament in the country, and because the players can stay at Park Mammoth resort located on the premises, the players routinely enjoy live music, locally produced wine, and draft beer till the early morning.

      • Fred Johnson

        Mmmmm. Beer. Now yer talkin’!

  • Fred Johnson

    Is this trying to “man up” wine for people outside of Cali?

    You wanna know how to “man up” wine? Drink it out of a mug. ๐Ÿ˜€

  • colt45

    Sounds like Rotten Grapes needs a good drink and maybe someone to talk to?