According to Nielsen data, 55% of U.S. wine consumers are women. So a greater awareness of this fact in wine marketing is indeed a good thing. But do we need overtly "girly" labels to ostensibly appeal to this market – labels that sometimes border on the ridiculous or even insulting? What do you think?
Are you attracted by pastel wine packaging, wines labeled with overtly feminine, sexy or even provocative names? Or you find them off-putting?
I recently received samples of a wine called Fancy Pants. One was a California Cabernet Sauvignon with a vivid pink label and the other a Pinot Grigio with a bright turquoise label. Mentally I had downgraded the wines’ quality until I tasted them. While they were not very complex, both were really quite tasty with plenty of bright, juicy, lively fruit flavors.
Another wine brand to cross my desk recently was Sequin — also from California — the rose was packaged in bright pink and the Pinot Grigio in lime green. Off dry and delicately sparkling these wines were pitched to add a sparkle to my day. Similar story on the taste, even if these were just a touch on the sweet side for my palate.
Other wines, even more acutely targeted at women that line the shelves of retailers include the brands 'Mommy Juice', 'Skinny Girl', 'Girls Night Out' and ‘Bitch’ — though the latter word absolutely sends a shiver down my spine.
Do you think such wine brands do a service or disservice to women wine drinkers? Am I being too old-fashioned and conservative? Or is wine now essentially another fast moving consumer good (FMCG), not to be taken too seriously and sold based on fun and trendy marketing campaigns?
Do you think of wine in terms of where it comes from and its expression of terroir? Perhaps, when it comes to wine we are now talking about two very different product categories — one, which is industrial, fun and a fast moving consumer beverage, the other — agricultural and reflecting its origin?
(Image: Mary Gorman-McAdams)