Minnesota Not 'Martha's Vineyard': The Comparison That Sparked the Rage
The celebrity wine brand, Ugly Estates, is launching exclusively in Minnesota, partly due to its unique packaging: a box rather than a traditional glass bottle. When discussing the rationale for this exclusive rollout, Reynolds positioned the state as the target demographic, contrasting it sharply with an elite, East Coast locale.
This comparison was immediately interpreted as a slight against local consumer tastes. One Instagram user summarized the backlash: “News flash to Ryan most people who drink wine here don’t drink boxed wine.” Another concluded, “I guess he thinks Minnesotans are cheap and lack taste.”
The ‘Underdog’ Label and the 'Fargo' Accent
Reynolds also addressed the regional accent, comparing it to the exaggerated version often seen in film. “I come from Canada. They love making fun of our accent, and they love going after the Minnesota accent and doing a little caricature,” Reynolds said. “Ryan uses the exaggerated movie “Fargo” as a model for our accent,” the frustrated Minnesotan wrote on Instagram. “I know no one that speaks like that here.”
Reynolds characterized the product as “ugly wine, good wine, but done in a way that is super affordable,” aiming for “the mischief of it.” The combination of the comparison to Martha’s Vineyard and the "underdog" comment has led to strong reactions like “He’s so insulting” and “As a Minnesota resident... I’ll pass!”
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