After so many products telling us how to be, it’s slightly refreshing (and admittedly gimmicky) to let us just exist already. Introducing Be., a new line of wines aimed at, surprise surprise, millennial females — “echo boomers,” Generation Y (those born after about 1982). If you are older than that, you might not get it. And if you’re a dude, you won’t touch this stuff based on the bottles alone, which modify the name “Be.” with adverbs like “Fresh. Bright. Flirty. Radiant.” No guy wants to be radiant.


Between the pastel colors (of both the wine and its labeling), these feel more like something you’d find at Bath & Bodyworks. We haven’t tried pouring them into a tub, but who knows? That might be an “aha” application.


Be wines launch in April, but can be found plenty of places now. Choose from Pink Moscato, Chardonnay, Pinot Grigio, and Riesling. Expect to shell out $9.99 to $12.99.