So, what does this survey tell us? More important, what does it tell winemakers? The survey underscores that when faced with a limited promotional budget, it is crucial to spend resources getting to understand the female audience and how they like wine to be marketed to them. Seducing women with wine at the supermarket or in a wine store is crucial. As women already see wine as part of a healthy diet – and as a complement to food – it would be wise for marketers to work with supermarket caterers to create cross-promotional branding.
Nothing in the presentation surprised me as being “new news” though I’m sure there are women who would feel uncomfortable going into a wine shop to buy a bottle of wine. And yes, I was a bit surprised by the response that women preferred red wine. All in all, the survey brought to light the necessity of marketing specifically to women if the trade is to survive in the future.
Cheers!
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