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Wine. Not usually the go-to drink for men — or anyone really — hanging out at sporting events, dive bars or parks.

A California-based company has created Mancan to change that. Now you can get your decadent red, crisp white and sparkly bubbles without worrying about your manly street cred.

“We believe wine is for drinking, not pairing,” states the video.

Mancan founder Graham Veysey told Mashable the idea came to him at a bar after a long day at work when he realized he wanted some wine without worrying about how long it’d been since the bottle had been opened. “I also wasn’t in the mood for stemware and wanted something casual that didn’t break the bank. That was the night Mancan was born.”

Sourced from California grapes, the Mancan folks say this “everyday” wine is “delicious and easy to drink.”

Of course, women on Twitter aren’t taking too lightly to the Mancan approach of targeting male wine drinkers:

As wine has made real strides in how it’s packaged — even good ones can be found in screw-tops and boxes now — the can revolution probably wasn’t far away anyway. Once you get over “The Man Show”-type marketing, it makes sense: Nonbreakable, highly portable, hopefully fresh and tasty wine just a pop of the top away.

For now, Mancan appears to be just San Francisco treat. A case will run $77.

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