What Do Women Want? Wine With Taste
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The first comprehensive survey of women’s attitudes toward wine has overturned several preconceived notions. Over 4,000 women in the UK, France, Japan, Germany and the US responded to a survey commissioned by Vinexpo, revealing a preference for red wine and skepticism for marketing campaigns that target them specifically (e.g. White Lie and Slender Wines). Among the more surprising results were that women prefer red wine to both white and rose, and consider wine compatible with a balanced diet. 79% of the women said they drink wine because they like the taste – as opposed to its compatibility with food or fashion status. Of the 1300 UK-based respondents, 80% choose the wine for their household, with price as the main criterion, followed by varietal and country of origin; and 54% said they were undeterred by government health warnings. Consultant and presenter Angela Mount said other results, notably that women continue to be more price-led than brand or quality-led, was worrisome, with only 10% choosing wine over $15 a bottle.
