MommyJuice Vs. Mommy’s Time Out: Two Winemakers Battle It Out

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Mommy’s Time Out.


These are not the latest made-for-TV movie titles but rather the names of wine – yup, wine – marketed towards moms. And there’s a big kerfuffle going on between rival wine sellers over use of the word “Mommy” on their wine labels.

A recent lawsuit has California-based winery Clos LaChance Wines asking the court to declare that its “MommyJuice” wine does not violate the trademark of “Mommy’s Time Out,” which is marketed by a New Jersey distributor. (Apparently consumers will mix the two up.)

“Mommy is a generic word that they don’t have a monopoly on,” says an attorney representing Clos LaChance.

Well, duh.

What’s even more annoying than this pesky lawsuit is the fact these wines exist in the first place. Am I the only one who finds these bottles totally condescending to moms? Don’t get me wrong: I’m all about pouring myself a glass of red once the kids are tucked in. But I don’t need a large (or small) corporation telling me I deserve it. And I certainly don’t need a cheesy label featuring a woman juggling a house, teddy bear and computer to validate my decision.

We live in a marketing-obsessed era in which parents are naming their babies “Facebook” and Disney Baby reps are allowed in U.S. maternity wards to hand out branded onesies. So it’s not surprising that there’s more than one wine on the market geared exclusively towards moms. And, from a business perspective, it makes sense (how many moms will be tempted to pick up a bottle en route to book club or moms’ night out?). But, from a consumer perspective, I’d rather stick with my trusted bottle of red that I can sip and enjoy with my husband and friends – without being typecast – and without embarrassment.