For some time "manliness" has been out of vogue. But recently, I've noticed a slight change. Madison Avenue, which is normally out front on social trends, seems to be celebrating, rather than parodying, in-your-face masculinity (at least when it comes to ads for alchohol).
For instance, the "most interesting man in the world" sports a beard of all things:
And check out the tone of this vodka ad: