Women of the Vine & Spirits and Wine Intelligence collaborated on the publishing of a first of its kind report, Wine Consumption and Gender: Do Women and Men Approach Wine Differently in October 2018.

In an era where the role of gender is very much front of mind, an independent study that is statistically reliable and valid is essential for our industry and innovation. Do men and women engage with wine differently? Perhaps this is a dangerous question in the era of heightened gender politics. However, it is also a sensible research question to ask, and the validity of the various theories doing the rounds might have profound commercial implications for those selling wine to the world’s two billion or so wine consumers, who divide roughly equally into the two genders.

Plenty has been written about the supposed differences between men and women in terms of how they think, act and interact with one another. There is also a lot of generalization about how they buy, based on observation (and occasionally unsubstantiated prejudice). In their research, Wine Intelligence often finds that factors other than gender provide better explanations for variance in behavior. These could include: how old you are, where you live, whether or not you have children living at home, how much you know about wine, whether you grew up in a wine drinking household, how much disposable income you have, and most likely a combination of these and many other factors.

Yet, the gender-and-wine question remains, and with it a number of fascinating and mostly anecdotal theories about gender-related wine behavior. In this report, we have taken some of the most commonly-heard hypotheses, and used our extensive international consumer behavior and attitudinal datasets, plus some specifically-designed research experiments, to see if there is any evidence to support or refute them. We would not presume to think that we have the last word on this – so rather than demolishing or “proving” any of these theories, we note simply what the evidence tells us so far.

Key Findings

  1. The proportion of male and female wine drinkers mirrors that of the adult population

  2. Women marginally under-represent in terms of share of volume of wine consumption due to lower wine consumption frequency than men

  3. Whilst wine knowledge is equal for men and women, men are significantly more confident with wine than women

  4. The lack of confidence amongst women is reflected in the on-premise, where women are less likely to be the person ordering wine

  5. When selecting wine, men are driven by provenance, brand and expert validation, while women are more driven by taste, word of mouth and value

  6. In the communications and positioning of wine, women have a stronger gender conscious bias than men, with a higher proportion of women in favour of female winemakers. The evidence suggests women are more likely to purchase wines made by female winemakers when this fact is consciously pointed out to them in an explicit way.

  7. Women are more open to buying alternative wine types (e.g. organic, sustainably produced, Fairtrade) than men across key markets


Download Excerpt of Report


As part of our Strategic Alliance, Wine Intelligence is providing Women of the Vine & Spirits Corporate Members with a discount on the report.
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