Almost thirty years ago, it was impossible to find a woman oenologist. Fifteen years ago it was very difficult to find a female sommelier. More and more woman work in the wine sector and drink wine. The World changes and wine is no longer just a male domain. Now wine is shared between both genders.
What is the reason for this change in mentality and habits?
Nowadays there are more independent women working, with more economic freedom who enjoy their social life outside and inside the home.
If women lead the market in the United Kingdom, Japan or the United States, since they usually make the decision when choosing one wine or another, in Spain, this figure is approximately 39%.
However, we also find a huge number of specialists (journalists, sommeliers, saleswomen, winemakers) in the sector who help to promote the proximity of wine to women. But there are other functions such as the direction or management of wineries and commercial management, progress is going slowly and they are still positions where the presence of women is less frequent.
Good news is that number of female consumers interested in wine culture is also growing.
What kind of wines do women prefer? According to a survey recently carried out by AMAVI (Association of Women Lovers of Wine Culture) and supported by the Ministry of Agriculture, Food and Environment, Spanish women prefer red wine.
The results obtained, in which 46% of the 200 participants indicated their preference for red (followed by 28% who prefer white, 12% sparkling, 6% rosé, 5% sweet wine and 3% fortified wine), it dismantles some of the popular myths about the female audience always picking white or pink wines.