New trend: wine, women, shoes and charity
Seductive and surprising is the new women’s wine world: wines in a bag, associations of young thirsty girls, offers of personal shoppers and lots more
Vernissage design, wine in a bag
Read for you by Donatella Cinelli Colombini
In the USA 64% of wine consumers are women and 80% of the wine sold in a supermarket is bought by ladies. So why do wine producers continue thinking of their products as if they were for men? As women’s average income is rising, and traditionally they have earned less than men, but e now their pay is rising more rapidly than men’s and soon they will equal salaries and this will increase women’s spending ability and contractual power in the home and at work.
So here we have a new type of female protagonism in wine which is rising in a surprising way.
So here for you are the new trends in a very interesting OICCE article. The first case is the most intriguing. “Vernissage” the wine in elegant and revolutionary designer containers. Practically a pun explained with the term “bag in bag” so little bags that contain Cabernet, Chardonnay, and rosé from France and are proposed by the Swedish importer Oenoforos.
Again very interesting packaging from Lambrini who bottle in Liverpool fermented beverages with low alcohol content with the catchphrase “Lambrini girls just wanna have fun”. A promotion regarding 500.000 1,5 lt bottles has been launched with a mascara included. Just before that another promotion regarded access to a competition where the prize was “what money cannot buy” a voucher worth 2.000 pounds to be spent with an exceptional personal shopper Patrick Swan the celebrity stylist.
So as to understand the logics of such marketing strategies one must consider
Lambrini products
that women contextualize their purchase, or rather thy concentrate on the situation in which the wine will be consumed. According to Leslie Sbrocco author of the book “Wine for Women”, for women the opinions of experts, vintages, and the production process are less important than for men. Women are interested in buying the perfect bottle for the occasion when it will be opened. As many of these moments are of a romantic nature there is even someone who has created their Romantic Portfolio or the Seduction Wine (O’Brien Estate Winery).
There are even associations of lady wine lovers, such as the Thirsty girls, born in 2009and in rapid expansion, where the members are united by their passion for
The social network Wine Sisterhood
food, wine and fun. The Wine Sisterhood on the contrary functions like a social network which sponsors events while the Wine Women & Shoes group, founded by Elaine Honig, unites those who love wine and shoes. This last association, despite its extravagant name, carries out charity events of great importance. Up until today it has backed up more than 120 evens where it has collected 12 million dollars for children in difficulty.