The wine industry has long poked fun at the archetypal woman in a floppy hat clinking glasses with her girlfriends in a vineyard. But when times were tough for the wine world in the past, that same woman kept the industry out of the red by trying whatever was new on by-the-glass menus. Women were responsible for the rosé boom and continue to play a major role in white wine’s rise to prominence, but the industry simply refuses to take them seriously.
Some industry leaders have suggested looking past gender and toward broader generational demographics, but that doesn’t fully take into consideration the unique experiences of each person when they step into a wine shop. If wine wants to have a fighting chance at boosting its sales, it needs to ditch its antiquated ways and start focusing on what’s perhaps its most vital target market.
On this episode of the “VinePair Podcast,” Adam, Joanna, and Zach respond to a listener question about why the wine industry as a whole still doesn’t view women as serious wine drinkers, and dismisses many of the wines that women tend to gravitate to. Tune in for more.
Zach is drinking: Alpine Run at Single Shot
Joanna is drinking: Negroni Colada at Clemente Bar
Adam is drinking: Feta Brine Martini
