They are oriented to organic wines, sustainable and fair but affordable, they have a spending potential that increases, also in wine, along with their income and social role. Hence the future of luxury wine is female
By Donatella Cinelli Colombini
Wine intelligence, the mega agency of analysis on wine market, based in London, highlighted how women are growing among consumers also in the segment of premium wine, consequently those over 15€ per bottle.
MEN CONSUME 64% OF PREMIUM WINES IN USA.
THE FUTURE OF LUXURY WINE IS FEMALE
So, to turn this trend into business, producers and retailers need to believe and increase the female segment with the same commitment as for the Chinese market and towards young people because it seems the opportunities for growth are similar.
In the United States, Canada, the United Kingdom, Japan, China and in Australia likewise, women buy less expensive bottles than men. Only 35% spend more than 20 Dollars while for males this share rises to half of those who usually consume wine.
Furthermore the report “US Premium Wine drinkers 2019”, tells us that almost 64% of wines over $15 per bottle are purchased by men. Out of 22 million US premium wines consumers only 8 are women.
Women have lower incomes as well highlighted by the gender gap, but also less confidence in their choices for which they are cautious, even in spending.
Finally there is also the component of the habit whereby sommeliers and maitre’s give to male customers the list of wines at the restaurant.
HOW TO ENCOURAGE FEMALE CONSUMPTION OF PREMIUM WINES
The advice of Wine Intelligence is to invest time and resources to create wines and communication suitable for women. A strategy that could probably lead to an increase in consumption starting from actions such as the creation of wine maps for women wine lovers and their needs.
Women pay attention to their diet in choosing food and therefore wine. They love experimental and are unfaithful consumers… Taking this into account could be a first step.
EVEN SOUTH AFRICAN WINE LOOKS TO WOMEN CONSUMERS
It is noteworthy that the major South African wineries look to fashionable, trendy, casual consumers. The forerunner was Distell with easy rosè and natural sweet wines at an affordable cost. Then came Bernini blush, a sparkling drink similar to a pink sparkling wine. As a result for Iwsr, in the world’s largest alcohol market database, in other East African states, such as Zimbabwe, Tanzania, Namibia, Kenya, Uganda and Mozambique, women are looking at wine with more interest. Proof of this is the increase in alcohol prices in all these markets, a situation which creates opportunities for growth and investment not only for wineries.