Just drink it. Merely substitute wine instead of beer in all of the commercials and ads. Wineries in Europe are a dime a dozen and people love their local wines. Wine has a prissy aspect to it that a lot of men may feel uncomfortable with. The traditional wine glass may be partly to blame.
Most wine glasses are about as masculine as an English china teacup.
Wine glasses should be redesigned to appeal to men. Keep the bowl, but lose the dainty stem. Make the base stouter, to fit the hand. Or even add a handle of some sort. The end result should be something the average Joe won't be embarassed to use in front of his buddies while they're watching the football game.