It turns out it is part of a larger marketing push from Sauternes producers:
The Union des Grands Vins Liquoreux de Bordeaux will launch 'Sweet Hours' in New York and San Francisco in November. It has already run a series of these after-work parties aimed at 25-35 year-olds in Bordeaux but the US dates mark the first Sweet Hour events outside the region.
Sweet Bordeaux's Emma Baudry told decanter.com, 'People think that sweet wines are old fashioned - they are not seen as fun drinks.
'We are trying to encourage young, successful people to drink our wines at trendy bars. We usually have DJs and dancing,' she added.
I'll admit that as much as I love Bordeaux, its only been within the last year or so that I have been able to appreciate the sweeter wines of the Sauternes/Barsac region. I wish them luck!