(WSJ) - When Constellation Brands Inc. rolled out a new wine range recently, it relied on a strategy that doesn’t always mix well with consumers: gender-based marketing.

The website for the Callie Collection, named after the California coast where the wine grapes are grown, shows four women in a backyard, spreading a picnic blanket on the grass near a pool. Wine varieties—Chardonnay, Pinot Grigio and a red blend—were chosen because of their popularity with women. The bottle’s purple label with floral images was designed to attract female shoppers’ attention in a wine aisle dominated by dull colors.

“We wanted to celebrate the moments that women spend with their girlfriends...because every woman can connect with that emotion,” said Paige Guzman, director of wine innovation at Constellation Brands. She said that distinguishes the brand from standard wine advertising, which involves bottles “in the kitchen with cheese.”