Women prefer a wine with a story to tell
The stereotypical view is that women only drink rosés and are less inclined to appreciate a full-bodied red; but this is not the case at all. The data gathered from online wine retailers as well as numerous research studies (both past and recent) sustain that it is mainly women who buy sparkling wines and that they also exhibit an appreciation for reds. In fact, the new “wine lovers” seeking and buying their products online are more often women than men. The latter love to source their wine direct from the wineries, while women look for wine with a story to tell.
Men tend towards collecting wine
Another key difference lies in the way in which men and women like to enjoy their wine: men collect wine, women share it; men use wine to impress others, whereas women use it to create memories, and are therefore more likely to give wine as a gift. Men are more influenced by authoritative critiques and a brand’s prestige; women are more concerned with the social experience of drinking wine and the stories that lie “behind” the labels. Perhaps these differences explain why more women buy Prosecco or Champagne online as it permits them to browse wineries and discover new labels, an aspect that defines a “curious” consumer profile.
The prevalence of women wine lovers, in Italy and abroad
The prevalence of women wine lovers is not just an Italian trend. Women from many countries are setting aside their favourite pint and instead approaching the culture, and a good glass, of wine. As for the supposed obsession with rosé wine, also in vogue abroad, it was the advertising and marketing portal “Spot and Web” that definitively dispelled the myth that women always choose pink. For the occasion of Vinitaly 2018, the portal asked 500 women about their wine preferences, and it emerged that white wines and reds were preferred by 33% and 31% of the sample, respectively. On the other hand, 26% of women appreciated sparkling wines, such as prosecco, while 18% expressed a soft spot for dessert wines. Some new entries were also highlighted such as organic wines, approved by 12% of respondents, and “orange” wines were shown to have been discovered by 7%.
