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Identikit of female wine consumers, who they are and what they want

Le Donne del vino in action

Identikit of female wine consumers, who they are and what they want

They have modified the importance of aromas, the bottle aesthetics, the styles of shops and they have created a boom in bubbles

Le Donne del vino in action

Le Donne del vino in action

Young women are a sector of wine consumers in growth and they have begun a sort of revolution forcing producers and sellers to look upon them with respect and with some preoccupation because among their many good aspects there is one defect which is quite worrying: they are unfaithful.

Let’s take a closer look at the new protagonist of the wine market, the female consumers. The prevalence of habitual drinkers in Italy is male, 58% against the 41% of female consumers.
Among the occasional consumers there is equilibrium among the genders.
As if to say: women drink less frequently but maybe in a more careful way as they use wine as a socializing instrument and even as a means of emancipation.
More and more often women choose the wine at the restaurant and taste it before the waiter goes ahead to serve it. Female consumers have stopped being embarrassed, and among the gentlemen, there are even those who find them sexy.

Half the Italian female consumers are either with a degree or diploma, they began to consume wine around the age of 20, they do not privilege wines from

Paola Rastelli AIS Livorno - Donne del vino Toscana – March 8th 2012

Paola Rastelli AIS Livorno - Donne del vino Toscana – March 8th 2012

their own region and if they are experts they willingly taste wines from abroad.

On the whole the evolved consumers, those who we would define lovers of good wine are roughly 38% of the total, so there is a net prevalence of the gentlemen. However their is a boom regarding women taking part in sommelier courses, lets hope in a balancing out among the genders.
The increase in importance of a woman’s opinion regarding wine has also brought about a revaluation regarding aromas, which the ladies perceive better than men, as per the attention to calories by women has created and increase in sales of less alcoholic wines.

With the increase in age, women’s wine consumption increases in quantity but

FISAR congress Gala dinner

FISAR congress Gala dinner

the quality decreases. Among the over 60’s, especially for women leading a solitary life, it is quite frequent to find cases of abuse, and alcoholism.

On the whole women prefer fresh and fragrant wines, like bubbly wine of which they are great lovers, and in second position red robust wines. They like less young reds, and fizzy sweet wines. Women prefer buying wines in a wine store, and if they are experts they do, otherwise the wine shopping done by women is usually done in Department stores. We could in fact say that women’s pragmatism has changed the shelves in the supermarket. For women the most important thing

10 Donne for one Brunello

10 Donne for one Brunello

is what the wine is going to be used for, an element which prevails over the region of origin of the wine. In other words women with a shopping trolley want to be able to quickly distinguish a wine fro fish or delicate soups, wines for tasty meats and aged cheese, wines for desserts…..
The first to have understood the buying method of women was Leslie Sbrocco author of a book “Wine for women a guide to buying” where she explains how women buy wine just like the buy clothes: a Chardonnay is like a fashionable dress with a sexy touch, a pinot noir is comparable to an evening dress in ret silk and so on and so forth. The necessity of surprising female buyers has modified labels, especially those destined for the department stores, making them more coloured and pleasant, with details and with some extra explanations.
To conclude the identikit of the Italian female wine consumer I would like to

Donne del Vino National Board

Donne del Vino National Board

list for you the 2010 targets laid down in 2010 by the Board of Directors of the Lorien Consulting di Milano:

CAREFUL 20% of the total, 33-50 years of age, living mostly in north-east Italy, mostly office staff or teachers. They prefer healthy beverages and only occasionally wine

HEALTHY 39% of female consumers, they belong to the same age range as the previous group and are married with kids. The have an average education and live in the southern Italy and the Isles.

Donne del vino - Verona - Presidente Elena Martuscello

Donne del vino - Verona - Presidente Elena Martuscello

SOCIALISERS 20% of the female consumers, they are between 18 and 32 years of age
and are available to taste anything new as long as they are in good company

HEDONISTS 18% aged between 41 and 50 years of age, high level of education, divorced or separated, with excellent careers. They drink wine and “creative” beverages in socializing events
Seen for you by Donatella Cinelli Colombini

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