Small Business

Dr. Ruth Westheimer Launches Wine To Help Couples 'Relax'

For Dr. Ruth Westheimer, endorsements for sex toys may make sense. But the famous sex therapist's latest endeavor has gotten some raised eyebrows -- Dr. Ruth's Vin d'Amour.

The pint-sized Holocaust survivor and syndicated TV personality has launched a line of three low-alcohol wines that will be stocked in grocery stores, bodegas and some eateries starting in July. For Westheimer, who will turn 84 soon, this was one marketing opportunity that she could justify. "My idea is that just the right amount [of alcohol] will awaken your senses and arouse you,” Westheimer told the New York Post in an interview.

Dr. Ruth's wine, at only 6 percent alcohol content (the average alcohol content of wine is about 13 percent) is meant to get the job done without any hinderance. "I’m always saying couples should drink to relax, but not too much. If [the woman] drinks too much, she falls asleep and if [the man] drinks too much, he can’t perform," she told the Post.

The mini-mogul, who began touting her sex advice on late-night radio shows in 1980, has expanded her talk empire through television programs, a syndicated column, over 35 books, videos and games, according to her personal website.

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