Women and Wine? Let’s shrug off dusty clichés!
“Men buy most of the wine.”
“Women drink more Chardonnay and white sweet wines while men prefer a tannic red.”
WRONG ! These clichés couldn’t not be more factually incorrect, wherever it is on Earth.
Consumer behavior changes from one country to another, and with times and fashions. But current figures and statistics don’t lie…
Women now do buy most of the wine around our good old planet.
Most? Yes, but caution… purchasing does not mean consuming!
We discovered through many surveys that women buy wines for themselves but also for their household.
Mister drinks the wine that Madam buys!
Things have really changed. Women are emerging as the main wine buyers and drinkers in households of many nations.
There are also more and more female professionals in the wine industry. But they seem to lack of self-confidence when it comes to wine.
Are you surprised? Wait and see what’s next as we shrug off some more clichés with the following infographic.
The Top 10 Most Factually Incorrect Clichés about Women & Wine
Read on for all data and stats, or find a complete infographic summary here:
1 – Men buy more wine than women
Incorrect: Women are the 1st buyers of wine in the world
- In the US : Women make 83% of wine purchase
- UK : 80%
- France : 70%
- Switzerland : 60%
- Australia : 57%
2 – Women only drink white and sweet wines
False: They drink mostly Red
On the American continent and Europe, women drink:
On the American continent and Europe, women drink:
3 – Men drink all the wine, women wash the glasses
Incorrect: Women drink more wine than men
4 – Women don’t know how to buy wine
Wrong: They buy wine mostly for its ability to pair perfectly with food
Wonen’s choice is driven by variety, region or country, label and suitability with food.
While men’s wine selection is more status-driven, drawn to particular brands with price factor.
Overall, nearly 1/5 women that are highly involved, meaning knowledgeable about wine, have an interest in the category and/or consider themselves collectors.
5 – Wine made by women are for women
False: There is no specific wine for women
The typical wine for women… is also the typical wine for men!
It is a matter of individuals in the end with men and women having their own tastes.
For example, while tasting wines at Feminalise World Wine Competition, the 100% female jury would not make the difference between a wine made by a women or a man… it is definitely not a question of gender here.
6 – This is still a very macho industry
Incorrect: There are more and more of women in the Wine industry
Well. This is evolving. This is still pretty much very masculine but there are noticeable differences depending on the countries:
- France: 33% are female
- Spain: 50%
- France: 25% are women
- Japan, Sweden, Russia: 80%
- Italy: 40%
- France: 28% are female
- Italy: 30%
7 – Women are not adventurous about wine
False: Women are more likely to buy a wine they’ve never tried before…
… Based on the label when browsing, or based on a recommendation from friends, family, and offer on premise staff, rather than seek out a wine they’ve read about.
Women seek for pleasure and emotions, an overall experience while men are more about techniques and brand names.
8 – Women are more futile
Wrong: Women buy wine because they like the way they taste.
Women generally don’t buy wines based on female-marketed wine labels.
No interest or turned off by wine being gender specific: almost 40% of Female buyers in the USA.
Wines created for and are marketed specifically to women: only 26% of Female buyers.
9 – Women buy randomly and impulsively
Apparently not: 66% of female wine purchases are planned… only 22% were impulse.
The majority of these impulse purchases were based on wine that stands out on menus or store shelves.
10 – Women who drink wine are inhibited
Wrong: Unfortunately for many of them they lack of self-confidence!
18% of male drinkers pretend to know better very well about wines vs 12% of female drinkers
30% of male drinkers proclaim identify very well the wine aromas vs only 17% of female drinkers.
This lack of confidence is rooted in social and economics history… but their thirst for knowledge and they growing part will improve this statement.
The Feminalise World wine competition and the many many female drinkers or winegrowers associations help them to increase their abilities and above all their self-confidence.
Learn about the Feminalise Wine Competition
This guest post gathering statistics from many sources around the world was provided by the Feminalise World wine competition exclusively for Social Vignerons.
The Feminalise World Wine Competition based in Beaune, France is acknowledged as the biggest wine competition in the world where only women are judging wines from various styles, countries, and vintages.
Learn more about it at Feminalise World Wine Competition – Wines Judged by Women
Article Data Sources: Vinexpo 2009/2011 Survey/IWSR/beverage dynamics/Vinsetsociété/MyVitibox/ Ipsos/BarondeRotschild/Credoc/LeFigaro/VinsRhone/US WineMarketCouncil/V&SNews/WMC ORC Segmentation Survey 2015/Adamswine handbook/OIV/OECD/ONIVINS/economiemagazine/ NielsenBevAlCategoryShoppingFundamentals2014/WMC FemaleWineDrinkerSurvey2015/