(Canada) - The wine world is already so masculine, making special efforts to underscore its machismo seems akin to gluing chest hair to Rambo. Nevertheless, ``manly'' wines are the industry's latest fling, in large part due to young men being part of the fastest growing wine consumption demographic today: millennials. The challenge, however, is getting them to permanently swap beer for Bordeaux. A new nationwide survey of 1,510 people finds four in 10 men believe there's a lingering stereotype about wine being a woman's drink. Of Canadians age 18 to 24, fully three-quarters consider wine more socially acceptable for older men to drink than guys their own age.