Some men like a nice cold glass of Chardonnay - and are man enough to admit it.

But are they the exception?

Judging by some marketing campaigns, you might think so. Take the Super Bowl ad that ran a couple of years back in which men invited to a wine and cheese party ducked into the kitchen to unpack beer hidden in a humongous wheel of cheese.

It was a stereotype played for laughs. And the designator for "average dude" in last year’s presidential campaign was Joe Six-pack, not Mark Merlot.

It’s hard to say for sure exactly who’s drinking what, but a Gallup Poll from last year found that among women who drink, 43 percent say wine is what they drink most often and 28 percent say beer. Among men, 58 percent say beer is what they drink most often and 17 percent say wine.

Wine companies would like to change that. Some have adopted guy-friendly marketing with tie-ins to such red-blooded pastimes as camping and racing. What’s next a Pinot Noir tailgate party?