This webinar discusses how to better market wines by the glass to women customers. It notes that women are increasingly important to the wine industry but that many restaurants have not created specific programs to attract female wine drinkers. The webinar provides recommendations for how restaurants can better understand what women want, such as by offering a variety of wines, providing education, and focusing on community and shared experiences.

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

2. About Napa Technology
 Napa Technology is the designer and manufacturer
of WineStation®, an innovative Intelligent
Dispensing Solution.
 WineStation® is a breakthrough product designed to
drive revenues and maximize the profitability of
each bottle.
 WineStation® has been adopted by the hospitality,
entertainment, arena and food service industries as
an improved way to serve, preserve, increase sales
and capitalize on available customer preference
data. www.napatechnology.com

3. Webinar Information
 Webinar tips:
 Close down other programs
 It is being recorded
 Available in 72 hours
 Technical or audio problems?
http://support.citrixonline.com/en_US/gotowebinar
 Approximate run time: 45 minutes
 Q&A: 15 - 20 minutes at end
#wine2women

4. Your Panelists
Deborah Brenner, Founder
Women of The Vine
Deborah Brenner, Founder
Women of The Vine
Marian Jansen op de Haar,
Wine Curator
MORE Uncorked
Marian Jansen op de Haar,
Wine Curator
MORE Uncorked
Deborah Brenner is the author and founder of Women of
The Vine.
After a dual successful career launching technology start ups
and as a journalist, her passion for food and wine prompted
Brenner to do more research on women in the winemaking
business. The idea for Women of the Vine was born, and
Brenner was soon trekking to California to interview
passionate (and famous) winemaking women entrepreneurs.
Women of the Vine created the MORE Uncorked wine club
for women.
http://womenofthevine.com
In addition to having her own wine consultancy, Jansen op de
Haar is the wine curator for MORE Uncorked, MORE
magazine’s wine club for women.
She is probably best known for developing the Fleming’s 100,
an award-winning 100 wines-by-the-glass program for
Fleming’s Prime Steak and Wine Bar.
She continues to consult for Fleming’s steakhouse, as well as,
a number of other restaurants, wineries and organizations.
http://www.Vines57.com

5. Your Host
Carin Oliver, Chief Innovation
Officer
Angelsmith
Carin Oliver, Chief Innovation
Officer
Angelsmith
Jayne Portnoy, VP
Marketing
Napa Technology
Jayne Portnoy, VP
Marketing
Napa Technology
Your
Moderator
Jayne Portnoy is the Vice President, Marketing and Brand Strategy,
Napa Technology.
She has led marketing programs for brands such as The Tampa
Bay Buccaneers of the National Football League, Outback
Steakhouse, Bonefish Grill, Roy's Hawaiian Fusion Cuisine, and
the Soho Leisure Group. Portnoy is a passionate about creating
relevant marketing programs that appeal to women.
http://www.napatechnology.com
jayne@napatechnology.com

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

7. Her Income
 Median buying power for women is between $39k and $68k
depending on level of education.
 In restaurants alcohol servings to women have increased by
over 14% in the last three years, while decreasing for men.
 According to an article in the LA Times these changing trends
for women’s drinking have been the case for 20 years and are
only picking up pace.

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Massive Potential
 Recent Nielsen data estimated women will continue to control
two-thirds of consumer resources in the US over the next
decade.
 They will be the beneficiaries of the largest transference of
wealth in the country’s history, with Boomer women expected
to receive both an inheritance from parents and husbands.
 Women make up to 70 percent of the purchases in retail
environments.
 According to the Wine Market Council – 57% of all wine
consumed on premise is by women.
 If they’re not your priority audience they should be.

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Powerful Buyers
 Women head up 72% of US households and make the
purchasing decisions for the majority of consumer
goods, apparel, groceries, and everyday items. They
account for 12 of the 18 trillion dollars of annual
consumer spending.
 Women have the resources, control, and motivation.
Median incomes for multi-person households bump
their spending power up to around $92k.
 To marginalize them is a huge loss to profitability.

10. Women Drink More Wine Than Men
150 of the 228 million Americans of legal drinking age
enjoy an adult beverage. 100 million of those choose
wine, leaving the total for beer and spirits at 50 million.
Of the 100 million who choose wine, 51 million are
women. And that percentage is on the rise.
Overall men and women are drinking more frequently.
Men are responsible for 80 percent of beer consumption
while women drink more than 20 percent more wine.

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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
at most a few glasses a month, but that 57% core is
responsible for more than 90 percent of total wine
sales by volume.
 The core has nearly doubled since 1970.
 10% more women than men are responsible for this
shift from casual to core wine drinkers.

12. Women At The Center
 The roughly 10% margin between male and female wine
enthusiasts seems narrow, but this is largely due to the
breakdown by age.
 Gallup research indicates that men’s interest in wine is
equivalent to women’s at ages above 50, but today younger
men have less interest in wine than women their age.
 Among Millennials women dominate the wine scene by well
over 10%, as men stick primarily to beer.
 As younger generations age, women will account for a larger
percent of core wine drinkers and be uniquely important to
wine sales.

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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 attract women wine drinkers.special programs to attract women wine drinkers.

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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 Purchases

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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.
 Women specifically, are willing to pay a premium
for glasses of unfamiliar wines.
 Women have a sense of adventure, but they are
also conscientious. The success of half glass
options demonstrates this.
 Women ask questions and get opinions more
often than men. They want to sample things.
They’re tactile and visual learners.

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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 wines is the
second reason they order by the glass.
 With approximately half the weekly meals being
eaten outside the home, women have more
opportunities than ever to sample new wines.

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How Women Wine Drinkers Decide
• As wines by the glass programs become more sophisticated
outside of the fine dining environments, it is placing an increasing
burden on bartenders and servers to have a strong knowledge of
the wines they are serving.
• Traditionally wine companies have highly touted wine scores and
reviews – which appeal more to men than women. Women have
tendency to ignore (or place less weight) on scores and
concentrate on personal experience or trusted advice from peers
• Women are not bashful about “what’s she having” and often take
suggestive cues from friends and family.

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One Glass At A Time Equals Big Profits
✤ Beer has always leveraged the convenience of their single serve
packaging, even Budweiser just changed their iconic can to a
“bow tie” recently to further their claim on its importance. With
more women drinking wine versus beer – the rise to make by-
the-glass options accessible becomes more critical.
✤ Wines are difficult to manage. Quick spoilage can be a detriment
to operators, but technology has advanced rapidly inside the last
5 years allowing preservation options as long as 60 days.
✤ Preservation and wine knowledge have to go hand in hand. 2012
Napa Technology research showcased that over 57% of
consumers believe they can identify an oxidized wine thus
forcing service staff to know what wines should properly taste
like and a what temps they should be served.

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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 only like sweet wine.
 Women love pink.
 Women don’t like sports.
 Women only want skinny
drinks.

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Stereotypes
 The wine industry for too long has relied on
generalizations and stereotypes.
 Wine marketers often substitute one stereotype (the
tireless, too-perfect suburban housewife) with
another (the über-mom, juggling her CEO job with 5
kids while hardly breaking a sweat).
 To make a real connection with women drinkers,
labels and restaurants need to be more personal
with individualized recommendations.

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Community Rules
 Women tend to congregate with others like them. And they
trust and actively seek out their friends wine
recommendations.
 Provide plenty of opportunities for both digital sharing and
community events.
 Tasting events are an obvious choice for promotion of by-
the-glass offerings. If you want to spice them up a bit you
can make them blind, but just the attraction of tasting new
wines with friends will bring women in. The events can be
tailored around regions or specific varietals.

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Empowered Not Cutesy
 Educated women are concerned with more than
brands give them credit for.
 Many brands have used babies, animals and pink
to attract women buyers, which can totally
backfire particularly among the affluent.
 Provide real information in a straightforward way,
you’re talking to an informed audience.

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Keep It Real & Accessible
 Women thrive on information, understanding
and communication.
 Provide wine education that helps them make
an informed decision.
 The wine-centric snobby, ‘it’s out of your reach’
attitudes of yesteryear will get your brand
vetoed by women.
 For women, accessibility is important from a
pricing, variety and attitude perspective.

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Sample, Taste, Rinse & Repeat
 Women are tactile, so appeal to their desire to
“try it on” by providing female-friendly wine
flights.
 The flights should also educate. (Select a
single region or varietal)
 Flights provide a risk free sampling experience
that allows the opportunity to try something more
exotic.

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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 for
older generations.
 Utilize your web and Facebook pages to
showcase your wine program and offerings.
 Don’t be shy about offering female friendly
suggestions (ie: how to select wine, reading a
wine list with success, what you need to know
about Tempranillo, etc.)

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Social, Social, Social
 Make your sommelier or wine director a focal
point. Demystify them by showcasing their bios &
photos.
 Give them a voice and online personality, as
women respond to both education as well as
familiarity.
 The two-way conversation on social media
allows brands to capture data in real time to
better understand what most interests your
female community.

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Educated Wine Drinkers
 Technology is everywhere, and although many sommeliers
would prefer cell phones get checked at the door,
Millennials -who are more connected to these devices than
their counterparts- rely on them.
 Don’t be afraid to incorporate an iPad at the table or
reference great websites and applications to help diners
find great wine suggestions on their own.
 As powerful consumers of information and opinions,
women are using online tools to help educate and inform
their choices.
 Use your website and Facebook pages to showcase “best
picks” & “what our guests are drinking” to make selections
personal and interesting.

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What Women Prefer To DrinkWhat Women Prefer To Drink

34. Big Reds
 Women are still relying on restaurants to have staple
selections of Cabernet, Pinot Noir, and Bordeaux, but
they are just as often asking for other varietals.
 Spanish Tempranillo or Argentinian Malbecs are prime
examples, Malbec especially.

35. Pricey Whites
 In terms of whites data still supports the trend for
higher ticket establishments to trend towards their
expensive Chardonnays, but Pinot Grigio and Gris, as
well as Sauvignon Blancs still track on lists. Even
sparkling wines are appearing as trending favorites.
 After years of putting women off with their advertising a
lot of spirits companies are marketing directly to
women, with products like Skinny Girl Margarita and
Adult Chocolate Milk. Both were developed by women.

36. Top 3 By The Glass
According to Napa Technology’s recent survey data:
Top three varietals on the rise:
1. Malbec
2. Pinot Noir
3. Champagne
Three varietals declining in popularity:
1. Chardonnay
2. Merlot
3. Cabernet Sauvignon

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Tactical TakeawaysTactical Takeaways

38. What You Can Do Today
 Be wise in your approach to the table
 Be forthcoming in offering wine samples and tastes,
women like what they can “try on.
 Women are about the story and education, thus well
prepared staff should be able to easily share the
significant details (region, flavor profile, pairing
suggestions etc) of the wine.
 Make well educated pairing suggestions. Poor
suggestions or guessing could lead to a sub-par
dining experience and thus perhaps eliminate the
desire to return.

39. What You Can Do Today
 Diversify and Amplify
 The average number of wine by the glass offerings today
is 25-30.
 Have an equal balance of price points and worldly
offerings to keep your female guests intrigued.
 Not just any Flight
 Wine flights are not new to the industry, but tailoring them
to meet female demand is.
 Think about how best to “tell a story” with your flights.
 Offer value through shared plates or smaller portions.

40. What You Can Do Today
 Wine Tasting - A Full House
 All too often tastings are impromptu or unorganized.
Women are planners and calendar keepers. Allow them
ample time not only to include themselves, but to bring
others.
 Offer discounts on multiple/group ticket purchases as well
as additional discounts for dining in parties of 6 or more.
 Create unique takeaways from these events such as
recipes that pair well with the wines featured to include a
shopping list and the chef’s email address for questions.

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Questions & AnswersQuestions & Answers

42. For More Information
Deborah Brenner
email: brenner@womenofthevine.com
http://www.womenofthevine.com
@womenofthevine
Marian Jansen op de Haar
email: marian@vines57.com
http://www.vines57.com
Jayne Portnoy
email: jayne@napatechnology.com
http://www.napatechnology.com
@napatechnology1
Carin Oliver
email: carin@angelsmith.net
http://www.angelsmith.net
@inkfoundry