The most famous Master of Wine Jancis Robinson asks <<Do women and men have a different relationship with wine? >> and her answers leave you speachless
Read for you by Donatella Cinelli Colombini.
You might be thinking about a woman’s magazine? No, the article appeared in the “Financial Times” the newspaper for bankers, the finance that matters and great entrepreneurs! And it is a milestone. I invite everyone to read it, especially the boys. <<when a man chooses a bottle to serve at home he asks himself – is it expensive enough for my boss/client/friend? A woman instead asks herself – will we enjoy drinking it together?>> It’s so true. It is a truth that is before everyone’s eyes, women are pragmatic. But it is the next part that really surprises <<women have superior tasting abilities to men, performing more precisely and consistently in experiments>> literally women are more capable than men in tasting, they are more careful/accurate and more experimenters.Then she talks about the Digital Wine Communication Conference, the one Gian Piero Staffa talked about a few weeks ago, he was sitting right beside her. The data speak for themselves: 58% of USA regular consumers are women, 7 bottles out of 10 bought in English supermarkets are bought by women. Even the diffusion of grape varieties in the world is affected by the “womanisation” of the market and consequently the increase in Chardonnay and Pinot grigio. What really brings the house down is the news that women are much more successful in the hardest of exams: those for the qualification as Masters of Wine. There is more … all eight winners of the competition for best wine educators (56.000
students from all over the world) are women. Even at the Davis University in California half of the graduates in viticulture and oenology are women. So a growth for women from production to consumption. Jancis Robinson comments <<I don’t expect everyone to agree>>. However she binds to the increasing involvement of women the evolution of consumptions towards fresher wines, with colours, alcohol and wood that are less intense and above all the abandonment of gigantism – a bit male – that dominated the end of the twentieth century. Here is the conclusion <<the wine world feels less competitive and more co-operative – more stereotypically feminine, perhaps.>> The wine world feels less competitive and more supporting of a more feminine stereotype. Maybe. Let’s hope she right about this as well.