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For the second time I have been invited  to the Divinea Wine Tech Symposium this year in Milan in mid-November. My contribution focused on what wine tourism can give to Italian wine and here I explain the 3 “gifts” of wine hospitality to the wine business.

THE GIFTS OF WINE TOURISM TO WINE:  FEMALE PROFESSIONALS AND CONSUMERS

The  wine incoming has contributed to the growth of interest in wine among the fairer sex. In reality it is not a new thing, 80% of the world’s wine is bought by women and these  above all are bottles for daily consumption. 55% of habitual Italian wine consumers are women. But the recent novelty is the leading role that ladies are also assuming in the premium and super premium segment, a circumstance that also derives from the growth in the female percentage among the visitors to the cellars.

In Italy, the majority of those who look online for a winery to visit are women (66%) and the conversion index in booking is decidedly better for women (+14%) with respect to male wine lovers.

But the question does not end here because the feminization of consumption and the wine market -especially in Asia- corresponds to a feminization of the winery sectors as well where bottles are transformed into Euros, Dollars, Swiss Francs … that is, sales (51% women), communication and marketing (89%) and obviously wine hospitality (76%).…

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