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In the viral way that oddball news travels these days, I picked this up from Alder Yarrow's great blog Vinography, and he in turn seems to have gotten it from Decanter. Regardless, the story is that some French company has created a wine called Soif du Couer (thirsty heart). A fine bottle of vin, selling for a whopping 3 Euros per; you buy a blue bottle if you're male, a pink bottle if you're female, drink the thing by yourself, then use a code revealed once the bottle's drained to go online and access the wine company's dating site—et voilà! Hundreds of other lonely drunk people, just like you. Yikers.
And a lauch in America is being negotiated even now.