The best news for wineries is that the U.S. market is expected to grow 3% between 2009–2012. By the end of this period, the country will be the world’s largest market for wine. What may surprise some vintners is the source of that growth: women. RNCOS, an Indian research concern, points out that the U.S. market has been growing recently because consumers perceive the medical benefits of wine and because the beverage appeals to younger consumers. However, it is women who are expected to drive the real industry growth.
Overall, the report indicates that women comprise 52% of the U.S. population but consume 60% of the wine sold. As wineries work to win over female wine drinkers they should keep the following details in mind. Women’s wine purchases are influenced by:
- Label design
- Bottle shape
- Winery philosophy
As the U.S. market continues to grow, foreign brands will look to compete with domestic labels. The right marketing campaign may make a big difference when domestic vintners attempt to sway women who are seeking to purchase the right wine to fit each occasion.[Source: Women to Drive U.S. Wine Market, RNCOS, 9.3.09]