I do think that is part of the equation - that it's a whole other aspect of wine to master and many men want to look in control and knowledgeable but if you pay attention to American media (TV and movies) it's also fairly rare to see men drinking white white, as if this is an inherently "feminine" thing to do. There is a new advertisement out for Yellowtail white wine where they are drinking it while watching a football game, but that's a relatively new development undertaken I think because it's been recognized as an untapped market.