“Pink Marketing” Wine Myth

I commented on this topic in the past when “White Lie” and other “Pink Marketing” approaches hit the market basically taking the position months ago that artificially creating “chick” wines was not only a waste of time but somewhat condescending.  To market and create wine that is somewhat low quality just to take out the carbs or some other fad (effectively over-processing the wine to force certain characteristics) and create “feminine” names then target women with it because they are “different” is very questionable.  And now there

is a report to back that position up.

On the Women Wine Critics Board web blog, researcher Christian Miller answers some marketing questions with statistical data.  Miller is the proprietor of Full Glass Research and director of research for Wine Opinions. “We do market research for a variety of wineries, and grower/winery organizations. During the course of this research, we often look for patterns or trends by gender,” explains Miller.

A few highlights from the report:

Core wine drinkers – those who drink wine once a week or more often – are 46% male, 54% female. This group consumes over 80% of the wine in the U.S. However, the gender ratio more than reverses in California, where, according to Miller, the majority of core wine drinkers are men.

Miller’s research indicates little basis for a popular belief that women prefer white wines and cute labels. “Females were more likely to choose pinot noir, but the other varietals showed no gender differences,” he reports. “Females were slightly more enthusiastic about zinfandel, but otherwise there were no significant gender differences.”

While “wine geeks” are as likely to be women as men—they both drink wine frequently, have distinct opinions about wines, and spring for expensive wines regularly—the gender difference grows more obvious as you go up the price spectrum. When asked if they have ever bought wines priced $100 or more, 45% of Wine Opinions males say yes vs. 24% of females.

Readers of Wine Advocate and Wine Spectator skew male, says Miller, 4-1 for Robert Parker’s Wine Advocate, and 2-1 for the Wine Spectator. Males also stated higher influence on buying decisions for these publications, so “it is reasonable to assume that ‘point-chasing’ is a more of a male activity,” concludes Miller.

Granted, having an engineering background laden with statistical work I know stats can be read many ways but bottom line here is that you don’t want to tailor the WINE to women and create goofy names, you want to tailor the ENVIRONMENT to women.  Wine marketing minds are absolutely missing this.  Look at the survey – men read Wine Spectator and Robert Parker.  Men dominate wine cellar usage.  Women want reasonably priced wine (unfortunate labor statistic there regarding income).  Don’t “tailor” wine for women or artificially create “chick” wines; tailor and market the environment for drinking them to women – female oriented wine bars, tasting rooms, websites, magazines, even vacation spots.  Hit their price points (as you would for any demographic with their income statistic).  But most of all GIVE THEM GOOD WINE!  They can appreciate it as much if not more than anyone else!  Like I said before – don’t put lipstick on a pig, it doesn’t work… 

Author: Joel Vincent

Growth Hacker and wine lover

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