Do men and women engage with wine differently? Perhaps this is a dangerous question in the era of heightened gender politics. However, it is also a sensible research question to ask, and the validity of the various theories doing the rounds might have profound commercial implications for those selling wine to the world’s 2 billion or so wine consumers, who divide roughly equally into the two genders.

 

There is a lot of generalisation and anecdotal theories about gender-related wine behaviour. In our first ever report of this kind, we have taken some of the most commonly-heard hypotheses, and used our extensive international consumer behaviour and attitudinal datasets collected from Vinitrac®, plus some specifically-designed research experiments, to see if there is any evidence to support or refute them:

    1. Do women drink more wine than men?
    2. Do men spend more money on wine than women, with luxury wine more a male domain?
    3. Is wine more integrated into the everyday lives of women compared with men?
    4. Are men more knowledgeable about and confident with wine compared with women?
    5. Do men rely more on external validation of their wine choices compared with women?
    6. Is red wine for men and white / rosé wine for women?
    7. Is sparkling wine mainly a woman’s drink?
    8. Are women more likely to buy sustainable and ethical wines compared with men?
    9. Do men and women like different kinds of label designs?
    10. Do women favour female-led, -owned or -made wines when given the choice?
    11. Are women more conscious of moderating their alcohol consumption compared with men?