Women revolutionize the US wine market and not only
In the US 51 million women choose the wine when at a restaurant. They prefer Malbec, Pinot Noir and Champagne rather than Cabernet Sauvignon and Chardonnay
Women’s revolution in wine has begun. This fact is well known by restaurateurs who in three years have seen an increase in women’s wine alcohol consumption grow by 14%. Those who sell wine have also realized this and they have noticed also that among the younger generations it is in fact the young women who are more interested and more impassioned (source WineNews). The will domineer, uncontested, the future scenario.
It is not possible to not acknowledge that 64% of wine consumers in the US are women and that they by 80% of the bottles sold (source OICCE), these are facts … yet wineries continue producing thinking of male consumers and organize communication actions directed towards a male target. Evidently old habits die hard!
Attention, because women’s tastes are different from men’s! For the gentle sex elegance and liveliness of the packaging are more important, women are attracted by labels which are addressed directly to them. The aromatic richness of the wine and the absence of bitter notes are essential. So that is why Pinot Noir, bubbles and Malbec are preferred to Chardonnay and Cabernet.
The ratings that appear in the cult magazines and which have, up to now, directed consumption, do not influence them.
This is a real revolution!
Women are not careful of the differences between grape varieties, the vintage
s and the production process and other technical info. They want to understand if the wine they have chosen is right for the people and the situation where they want to drink it. So the bottle is contextualised in a consumption situation. In fact women drink wine in situations that are less homely and more convivial than men. Rarely are they regular consumers whereas they concentrated they consumption to the weekend where social occasions are more frequent.
Women’s wine consumptions tend to polarize: on one side the bottles that are fun beverages and that are economic, on the other important and refined bottles. Even in the choice of the wine by the glass women look for a convenient price, or for curiosities. It is worth reflecting on this because the lady wine lovers have a solid reputation of unfaithful consumers that are attracted by bottles that they don’t even know.
The importance of women’s wine consumption is due to rise thanks to the increase in their salaries, which are still inferior to men’s but they are growing more rapidly. At this present time 40% of US companies are run by women. A small army of 10 million businesses where the growth rate is double that with respect to the US average.
A new female protagonism which is only waiting to be celebrated with a glass of wine!
Read for you by Donatella Cinelli Colombini