Women care less for quality than men18th August, 2014 by Lauren Eads
Women care less about the quality of wine they drink and more about drinking to relax, compared to men who will spend more on “high quality and new drink experiences”, according to a recent survey.
Women in the US drink more alcohol than men accounting for 59% of consumption by volume compared to 41% for men, however their motivations for drinking are very different, according to a recent survey by US market research company Canadean.
For women, drinking wine was found to be more relaxation and a way to unwind with most seeking “good value options”, compared to men who are more likely to be “wine buffs” keen to search out “high quality” wines.
According to Canadean’s new research with 15% of wine purchases made by women motivated by value with relaxation in mind.
Catherine O’Connor, senior analyst at Canadean, said: “Being more regular drinkers of wine than men, women look to find affordable offerings that allow them to enjoy the drink frequently without feeling guilt over their spending. This makes communicating value an essential part of how marketers should target women.”
In comparison, men drink less wine than women, but spend more with sales totalling $1.8 billion in 2013, compared to the $1 billion spent by women.
O’Connor explained: “These findings reflect a growing wine connoisseurship among American men. While beer is still more likely to be men’s standard drink of choice, a growing number of men are looking to wine for a premium drinking experience as well as to show off their knowledge and refined palates.”
She added: “This means rising male demand for luxury wine experiences and products that can offer the wine buff something new.
“Put simply, while women are looking to wine to accompany conversations as they unwind with friends, for men, wine is the conversation.”