Women now buy more than 50% of the wine purchased in the United States. Internationally, women buy around 80% of total wine sold. And in the last couple years, the total volume of wine bought in the U.S. has surpassed that of Italy. U.S. total wine sales lag only those in France. That means U.S. women are a force to be reckoned with in the wine market.
When this trend was identified early in the last decade, wine makers set about making wine for women. Hence the production of bottles with names like Little Black Dress, Mad Housewife, Petals, and White Lie.
Do women buy wine because of these gimmicks? When the wine with the largest sales volume in the U.S. sports a cute yellow kangaroo on the label, we know there is one that works. See the YouTube short at the end of this article.
Hear my plea! Women should have a more meaningful influence on what wine is sold than just label design. Those who research such things, find that women have more sensitive palates than men. Your buying power and palates should make for better wine in the future. For example, if you direct your sales to organic wines, producers will respond by offering more.
Please get informed and make better, more varied, wine choices. Look beyond that cute animal label!
Next article up, a guide to what's behind the label...