Marketing Wine To Women

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MARKETING WINES BY THE GLASS TO WOMENMARKETING WINES BY THE GLASS TO WOMEN
WebinarWebinar
April 25, 2013April 25, 2013

About Napa Technology
 Napa Technology is the designer and manufacturer
of WineStation®, an innovative Intelligent
Dispen...

Webinar Information
 Webinar tips:
 Close down other programs
 It is being recorded
 Available in 72 hours
 Technical...

Your Panelists
Deborah Brenner, Founder
Women of The Vine
Deborah Brenner, Founder
Women of The Vine
Marian Jansen op de H...

Your Host
Carin Oliver, Chief Innovation
Officer
Angelsmith
Carin Oliver, Chief Innovation
Officer
Angelsmith
Jayne Portno...

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Why Are Women Important To Wine Sales?Why Are Women Important To Wine Sales?

Her Income
 Median buying power for women is between $39k and $68k
depending on level of education.
 In restaurants alco...

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Massive Potential
 Recent Nielsen data estimated women will continue to control
two-thirds of consumer resources in the...

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Powerful Buyers
 Women head up 72% of US households and make the
purchasing decisions for the majority of consumer
good...

Women Drink More Wine Than Men
150 of the 228 million Americans of legal drinking age
enjoy an adult beverage. 100 millio...

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Core Strengthening
 Core wine advocates drink at least a glass a week
compared to the more casual wine fans who drink
...

Women At The Center
 The roughly 10% margin between male and female wine
enthusiasts seems narrow, but this is largely du...

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So What’s The Problem?So What’s The Problem?

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1. Only 33 percent of restaurants have created1. Only 33 percent of restaurants have created
special programs to attrac...

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2. Women Choose Wine For Different Reasons2. Women Choose Wine For Different Reasons
Than MenThan Men

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3. Although Women Travel In Packs, They Make3. Although Women Travel In Packs, They Make
Individual PurchasesIndividual...

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What Women Want & How To Attract ThemWhat Women Want & How To Attract Them

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Survey Says - What Women Want
 Perceived value is the number one reason women
(and men) order wines by the glass.
 Wo...

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Variety Is The Spice of Life
 Cited by almost 30 percent of survey respondents,
the opportunity to taste a variety of ...

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How Women Wine Drinkers Decide
• As wines by the glass programs become more sophisticated
outside of the fine dining en...

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One Glass At A Time Equals Big Profits
✤ Beer has always leveraged the convenience of their single serve
packaging, eve...

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Get The Message RightGet The Message Right

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Stereotypes
 Women don’t drink red wine.
 Women only eat tiny salads.
 Women don’t know anything
about wine.
 Women...

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Stereotypes
 The wine industry for too long has relied on
generalizations and stereotypes.
 Wine marketers often subs...

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Community Rules
 Women tend to congregate with others like them. And they
trust and actively seek out their friends wi...

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Empowered Not Cutesy
 Educated women are concerned with more than
brands give them credit for.
 Many brands have used...

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Keep It Real & Accessible
 Women thrive on information, understanding
and communication.
 Provide wine education that...

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Sample, Taste, Rinse & Repeat
 Women are tactile, so appeal to their desire to
“try it on” by providing female-friendl...

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Where To Find WomenWhere To Find Women

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Social, Social, Social
 Social media channels are an integrated part of
the daily routines of Millennials, and also fo...

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Social, Social, Social
 Make your sommelier or wine director a focal
point. Demystify them by showcasing their bios &
...

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Educated Wine Drinkers
 Technology is everywhere, and although many sommeliers
would prefer cell phones get checked at...

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What Women Prefer To DrinkWhat Women Prefer To Drink

Big Reds
 Women are still relying on restaurants to have staple
selections of Cabernet, Pinot Noir, and Bordeaux, but
the...

Pricey Whites
 In terms of whites data still supports the trend for
higher ticket establishments to trend towards their
e...

Top 3 By The Glass
According to Napa Technology’s recent survey data:
Top three varietals on the rise:
1. Malbec
2. Pinot ...

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Tactical TakeawaysTactical Takeaways

What You Can Do Today
 Be wise in your approach to the table
 Be forthcoming in offering wine samples and tastes,
women ...

What You Can Do Today
 Diversify and Amplify
 The average number of wine by the glass offerings today
is 25-30.
 Have a...

What You Can Do Today
 Wine Tasting - A Full House
 All too often tastings are impromptu or unorganized.
Women are plann...

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Questions & AnswersQuestions & Answers

For More Information
Deborah Brenner
email: brenner@womenofthevine.com
http://www.womenofthevine.com
@womenofthevine
Maria...

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