Wine Clubs and the Wine Industry – Adjusting Stereotypes of Wine Enthusiasts in America

If you think American men only drink beer and women only enjoy cocktails, think again. Also, if you think that beer is the most popular alcoholic beverage in America, this article has a surprise for you. Today, Americans consume more wine than beer, and women buy more wine than men. More women also belong to a wine-of-the-month club. As times have changed, these stereotypes also require some adjustment so that winemakers, wine clubs and retailers can realize the importance of marketing to women. This article shows the new stereotype of wine drinkers in the United States. In addition, it looks at how women are changing the face of winemaking, both as winemakers and as consumers.

Merrill Research & Associates found in a recent study that Americans have increased their wine consumption for the past eleven years in a row. This also includes wine consumption from an increase in wine club memberships of the month. This study shows that wine is extremely popular in America and is enjoyed by more and more people every day through retailers, restaurants and wine clubs. Per capita consumption of wine is now 2.77 gallons per year. An elite group called “mainstream wine drinkers” by the wine industry only make up 13.7% of the population, but drink 87% of the wine consumed in the United States, 703 million gallons per year. With a retail value of $26 billion, the wine business is booming, and domestic and foreign wine producers and retailers are salivating at the opportunity this potential market presents.

To the surprise of many, the San Francisco Wine Institute recently reported that women, who make up 52% ​​of the US population, buy 55% of the wine consumed. Until this report, retailers, wine clubs, restaurants, the wine press, and even wineries were unaware of this huge market, but since the report, everyone is now paying close attention. The report showed that women are less influenced by wine ratings and scores and are more focused on wine quality, label design, bottle shape, recommendations from a wine-of-the-month club, and the philosophy of the winery. Winemakers now attract more women in the market.

Women not only buy more wine, but there are also more women making it. In 1990, 10% of winemakers in California were women. Today, the figure has doubled with more women practicing the art of winemaking and running wineries. Women have also taken on leadership roles in the wine industry. For example, in 1990, Dianne Nury, president of Vie Del Company, became the first woman to chair the San Francisco Wine Institute since its inception in 1934. Two other major California wine trade associations, the Association of Wineries of the Sonoma County and Napa Valley Vintners, both women first elected as board presidents in 1998. Today, women continue in leadership roles as they also take on leadership roles in sales, marketing, and distribution. Women are also forming wine clubs and increasingly becoming sommeliers, a position traditionally held by men.

Whether you’re a winemaker, wine-of-the-month club, restaurateur, or wine retailer, keep these numbers in mind and don’t overlook women when it comes to making or selling wine. Times have changed when it comes to wine in America, and by adjusting the stereotype that women only enjoy cocktails, everyone wins.

Comments |0|

Legend *) Required fields are marked
**) You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>
Category: Tours Travel