• Home
  • Diver BI Group
    • Diver | BI
    • Customer Commendations
    • Videos
    • Case Studies
    • Documents and Brochures
    • Diver BI Group Privacy Policy
  • Articles
    • News
    • Accolades
    • Blog
    • Ask Anthony
  • The Team
    • Key Experts
    • Members
      • Dynamic Business Informatics
      • Envisage
      • Chartwell IT
      • Cloud-Works Solutions Ltd
      • Data Management Business Insight
      • Manitex
      • Equiniti ICS
      • Pharma IT
      • Pinnula
      • Formell
      • IBI
    • Partners
      • Dimensional Insight US
      • Dimensional Insight EU
      • Dimensional Insight Asia
      • DI Panama
      • ID Technology (Brazil)
      • Infotool (Nordic Countries)
      • BIMAXIS – DI France
      • Vision IT
      • KDE Group (Israel)
      • Zight -Partner for Transport
      • 24/7 Uptime
  • Applications
    • Property
      • Property Prices Portal
    • Supply Chain
      • Retail
      • Distributor
      • Wholesale
      • Manufacturing
      • Produce
      • Beverage Alcohol Suppliers
      • Beverage Alcohol Distributors
      • Autoparts
      • Transport
      • Public Transport
      • DI Program Advisor
    • Healthcare
      • Healthcare
      • DI Surgery Advisor
      • DI Physician Performance Advisor
      • Pharma BI Applications of Diver
    • Finance
      • Finance
      • DI GL Advisor
    • Mobile & SaaS
      • Diver BI SaaS
      • SaaS for Sales Gap Analysis
      • BI designed for Tablet
      • DiveTab – Mobile BI
    • Diversity
      • Travel & Tourism
      • Colleges & Universities
      • Waste Management
      • Parking
      • Telecom Brokerage
      • Economic Trends
      • Maps
      • Smart Meters
      • Carbon Emissions Management
  • Workbench
  • Contact
    • Free Consultation with One of Our Experts
    • Add a New Revenue Stream as a Partner

DiverBIGroup

Business Intelligence Experts

Diver BI Group Blog Women and Wine: The Perfect Pairing

Women and Wine: The Perfect Pairing

20th March 2019

by Meredith Galante

Women are buying and drinking more wine than ever, with 57% of total wine volume being purchased by women, according to Nielsen. The survey showed that overall more women are buying wine and drinking it more frequently — and at larger quantities than their male counterparts. Picture presenting happy group of friends with red wine

With women dominating such a large market share of wine purchases, wine labels are wise to use data on women’s purchasing behaviours to their favour.

The woman wine lover

The average woman wine drinker hails from the millennial generation and is a professional.

She cares about the environment and wants her wine brands to have the same values she does. A majority of 21 to 24-year-old female drinkers said that organic and sustainably produced products were important when they made their buying decision.

The average woman drinker will do most of her drinking at home, surrounded by family, friends and food. She’s drinking wine at dinner. She doesn’t even mind drinking alone with a bowl of popcorn and Netflix. A woman’s preference to drink at home shows in the data trends — more than 80% of wine consumption is now happening off-premise.

For women, looks matter

How a bottle looks matters to women. The average woman wine consumer will rate “traditional, classic, and sophisticated” labels more intriguing than other types of labels.

She is more likely to purchase a bottle of wine she has never tried before based on the label, backing further research that packaging and labels are becoming more important than ever in a brand’s success.

Women know what they want

 A woman knows in advance she will be purchasing wine 66% of the time.

Word of mouth is key to choosing which wine she will purchase. A woman is more likely to base her purchase on a recommendation from friends, family, or an off- or on-premise staff, rather than seek out a wine they’ve read about. If able, brands should try to staff key locations to introduce the women shoppers to their brand, or train store employees to do so.

Since women are the primary shopper in their household, how and where women shop for wine is becoming important to a brand’s success.

How wine is displayed in convenience stores and grocery stores can help influence your ideal lady shopper. Suggest a food pairing with your wine or have a sign that shows wine can be consumed while watching sports.

“Why not plant a seed that you can watch the game and drink wine,” said Marina Velez, a senior product manager with The Beverage Information Group told the Chicago Tribune. “Why wouldn’t I have wine while I’m tailgating?” (note for European readers: Tailgate parties occur in the parking areas at stadiums and arenas, before and occasionally after games and concerts. In the UK and Ireland tailgating means driving too close to the vehicle in front – which would make the quote open to a negative interpretation!)

infographic about women and wine

Brands succeed when they cater toward women

Since 2011 brands like Skinny Girl have been catering toward female drinkers. They offer low-calorie options in hopes of gaining brand loyalty and market share.

The hit reality TV show “The Bachelor” dove into the wine market to cater to its target audience: millions of women sitting at home watching one man’s (or woman’s) quest for love.

The franchise created a wine brand called The Final Rosé. The rosé wine is a play off the show’s mate-selecting technique: if a contestant receives a rose flower, she or he gets to stay on the show another week.

These brands decided to lean into the fact that women are a huge market share and target them exclusively, and they’re doing it for a good reason. According to a WMC Female Wine Drinker Survey, 25% of women have purchased a wine label because it curated specifically to women.

While not all brands are marketing to just women, wines that don’t respect women drinkers are suffering. Late last year, Church and State Winery, based in British Columbia, had a “Lost Inhibitions” wine line, featuring one called “Boys will be Boys.”

Fans, internet commenters and others showed the brand disdain in light of the #MeToo moment and some of media and politics’ most powerful men being accused of sexual misconduct. The brand ultimately pulled the label from shelves to show sensitivity toward women drinkers.

Steps for wine suppliers

What are the takeaways for wine producers? As a label, if you’re looking to expand your market share among women, consider these steps:

  • Alter your label to be more attractive to shoppers.
  • Train brand staff in stores to inform shoppers about the perks of your brand, or train store employees to do the same.
  • Finally, if you’re able you can even consider a specific line of wines targeted directly toward women drinkers.

Meredith GalanteMeredith Galante
Meredith Galante is a freelance writer based in New York City. She has been published in USA Today, amNewYork, Newsday, Square and more. She’s interviewed then-Mayor Cory Booker, Ryan Seacrest, and other New Jersey folks who made their community better. She’s covered breaking news, sports, features, and now frequently writes about small businesses.

Tags: Meredith Galante, steps for wine suppliers, Wine & Spirits Reporting, Wine analytics, wine brand, wine marketing

Articles

  • News
  • Accolades
  • Blog
  • Ask Anthony
  • Diver | BI
  • Customer Commendations
  • Videos
  • Case Studies
  • Documents and Brochures
  • Diver BI Group Privacy Policy

Dynamic Business Informatics Ltd

Distributors of The Diver Solution & Diver Platform, providing business consultancy services, products and applications derived from the Diver Solution & Diver Platform.
14 Mellifont Avenue
Dun Laoghaire
Co. Dublin

+353 1 2302022

10 Kenyon Street
Nenagh
Co Tipperary

+353 67 43309

Contact Us

We would love to hear from you! Please submit your query and we will get in touch with you shortly.

Email addresses are never sold, rented, or shared. See our Privacy Policy.

  • This field is for validation purposes and should be left unchanged.

Accolades

  • Dimensional Insight Named an Overall Leader by Dresner Advisory Services in 2022 Industry Excellence Awards
  • Dresner Wisdom of Crowds 2022 – Best in Class Results
  • Klas 2022 – A Grades for Dimensional Insight
  • Dimensional Insight Earns Top Marks in 2021 Wisdom of Crowds Business Intelligence Market Study
  • Best in Klas 2021

Copyright © 2023 Diver BI Group · Privacy Policy · website by cubecolour

We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept”, you consent to the use of ALL the cookies.
Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.


What Are Cookies?


As is common practice with almost all professional websites this site uses cookies, which are tiny files that are downloaded to your computer, to improve your experience. This page describes what information they gather, how we use it and why we sometimes need to store these cookies. We will also share how you can prevent these cookies from being stored however this may downgrade or 'break' certain elements of the sites functionality.


For more general information on cookies, please read "What Are Cookies".


How We Use Cookies


We use cookies for a variety of reasons detailed below. Unfortunately in most cases there are no industry standard options for disabling cookies without completely disabling the functionality and features they add to this site. It is recommended that you leave on all cookies if you are not sure whether you need them or not in case they are used to provide a service that you use.


Disabling Cookies


You can prevent the setting of cookies by adjusting the settings on your browser (see your browser Help for how to do this). Be aware that disabling cookies will affect the functionality of this and many other websites that you visit. Disabling cookies will usually result in also disabling certain functionality and features of the this site. Therefore it is recommended that you do not disable cookies.


The Cookies We Set




  • Account related cookies


    If you create an account with us then we will use cookies for the management of the signup process and general administration. These cookies will usually be deleted when you log out however in some cases they may remain afterwards to remember your site preferences when logged out.




  • Login related cookies


    We use cookies when you are logged in so that we can remember this fact. This prevents you from having to log in every single time you visit a new page. These cookies are typically removed or cleared when you log out to ensure that you can only access restricted features and areas when logged in.




  • Forms related cookies


    When you submit data to through a form such as those found on contact pages or comment forms cookies may be set to remember your user details for future correspondence.




  • Site preferences cookies


    In order to provide you with a great experience on this site we provide the functionality to set your preferences for how this site runs when you use it. In order to remember your preferences we need to set cookies so that this information can be called whenever you interact with a page is affected by your preferences.




Third Party Cookies


In some special cases we also use cookies provided by trusted third parties. The following section details which third party cookies you might encounter through this site.




  • This site uses Google Analytics which is one of the most widespread and trusted analytics solution on the web for helping us to understand how you use the site and ways that we can improve your experience. These cookies may track things such as how long you spend on the site and the pages that you visit so we can continue to produce engaging content.


    For more information on Google Analytics cookies, see the official Google Analytics page.




More Information


Hopefully that has clarified things for you and as was previously mentioned if there is something that you aren't sure whether you need or not it's usually safer to leave cookies enabled in case it does interact with one of the features you use on our site.


However if you are still looking for more information then you can contact us through our contact page

Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT