“Wine, women and seduction”
The role of women in the world of wine is ever more central, both in the cellars, where female
winemakers have become staples of the international wine scene (see three women winemakers in the pictures below), and outside, with female consumers becoming more attentive and attracted to wine. And this is confirmed by the results of a recent survey titled “Wine, women and seduction”, curated by Gabriele Micozzi, Professor of Marketing at the University of Milan.
Alexia with mum from Capolino Perlingieri in Campagnia. They make great white wines including Fiano, Greco and Falanghina
According to the survey, 84% of Italian women would like to deepen their knowledge of wine - the same percentage of those who prefer wines made from indigenous grape varieties - while 18% of the sample considers themselves to be aficionados, and 58% is very curious about wine.
When they choose a label, they are influenced by territory first (22%), followed by word-of-mouth (16%) and by what they can read on the back label, to the point that they would like to see bottles with more information (36%) and more creativity in a label (24%). The most alluring Italian wine is Brunello di Montalcino,
Donatella Cinelli Colombini one of the great Brunello producers
followed by Amarone and by the sparklings of Franciacorta, almost at the same level of those of Trentodoc. Women also have a leaning toward wines with a lower alcoholic content (13%) and organic, vegan and biodynamic products (11%). The perception regarding the greatest influencers for Italian women is just as interesting, since according to the sample, those that seduce through narrating wine are, respectively, a grower telling stories about her vineyard (22%), a winemaker doing the same (20%), a chef that pairs a wine to a dish (15%), a wine journalist (13%), and a sommelier that explains what is behind a label (12%).
Finally, a man that does not drink wine is seen as boring or not very interesting for 61% of the sample, while one that does, and knows about it, is seen as rich in culture and tradition (32%), interesting (26%) and fun (24%).
Miriam with dad from Valdipiatta in Montepulciano, producers of the prestigious Nobile di Montepulciano