Dr. Ruth Launches Her Own Wine Line

Dr. Ruth Westheimer is on a mission to improve people's sex lives—and how better to do it than with her own line of wines? The famed sex therapist initially nixed the idea, as she's nixed numerous other marketing opportunities over the years, but ultimately realized a lower-alcohol wine could fit right in with her goals. "I’m always saying couples should drink to relax, but not too much," she tells the New York Post. "If [the woman] drinks too much, she falls asleep and if [the man] drinks too much, he can’t perform."

Dr. Ruth’s Vin d’Amour features her face on the label and just 6% alcohol (compared to 13% for regular wine), and it will be in stores for $7.99 to $9.99 a bottle by early July. "My idea is that just the right amount [of alcohol] will awaken your senses and arouse you," says Westheimer, who will be 84 next week. She's enjoyed quite a bit of renewed success lately, with the publication of a sex book, a BBC documentary, a one-woman play about her life, and an upcoming stint at Columbia University's Teacher's College. (More Ruth Westheimer stories.)