Women Drink Wine to Relax, Men Focus on New Experiences

Earlier this year, several media outlets reported that the U.S. had surpassed France as the world’s largest wine market. As marketers compete for the country’s growing wine sales, they’ll want to position their products to the best advantage. For many, that means understanding the differences between men and women when it comes to purchasing wine.

Research firm Canadean, London studied the $21.2 billion U.S. wine industry. The firm notes that women consume about 59% of the wine purchased in this country. Women are primarily looking for a way to relax when they drink wine and that motivation drives about $6.7 billion in wine sales. However, for 15% of women, value is a key purchase factor and analysts say it’s all about saving money because they drink so much wine. Some women are also focused on quality and spend $2.2 billion on wine products that fall into this category.

Men who drink wine tend to focus on high quality. Their desire to “find products that offer new experiences” is linked to $2.4 billion in wine sales.

Analysts believe that the number of men who enjoy drinking wine is likely to increase over the next several years. Marketers will continue to target women with messages regarding relaxation and enjoyment when they buy wine. But, when targeting male wine drinkers, they can maximize revenue by promoting their product as a premium drink, and one that appeals to ‘refined palates.’

Women make up about 54% of the wine drinking audience according to AudienceSCAN.  These audience members also over-​index for intent to get a massage in the next year and they also are more likely than average to have a new or existing health club membership, additional details that speak to women wine drinkers' need to relax. Daily deal and magazine advertising are both effective ways to reach this audience. Over 20% of these audience members report starting an online search in the past year after seeing ads in either one of these formats.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.