The six kinds of women wine consumers

Women are a much more interesting consumer segment for wineries. Therefore, according to their personality, they have been segmented into six types of wine consumers: curious, traditional, light, enthusiast, young and indifferent.

Until recently, it was said that white wines were ideal for women or that they only drank whites. On the contrary, today, many of them prefer reds, including full-bodied and well-structured wines displaying aromas such as chocolate, vanilla and leather.

Definitely, there are several kinds of consumers and each of them has their own taste and well-defined motivations. Therefore, research was conducted to identify the different types of women wine drinkers found in the market.

Two studies were published a few weeks ago. One of them, carried out by a French news agency, and the other was recently conducted by the Spanish Observatory of Wine Market (Spanish acronym: OEMV) and published by the “El Mundo” newspaper.

According to these surveys, the six women consumer segments are as follows:

Curious: this group accounts for 24% of the total, they are between 40 and 50 years old. Their favorite beverages are red and white wines of great style and elegance. They drink it during meals, as appetizers and with friends. Their consumption level is high.

Traditional: they make up 22% of the total, with an age between 55 and 65 years. They prefer red wine and choose the same tried and trusted brands. When they drink, they mostly do it at home.

Light: they account for 17%. They are from 30 to 40 years old. Their preferences incline towards rosé and white wines offering a fresh and modern style. They drink them during meals both inside and outside the home. Their consumption level is low.

Enthusiast: they amount to 15% of the total women consumers. They are not included in a definite age range. They drink any kind of wine at any time, provided that it has a good value for money and a modern style. Their consumption is high.

Young: about 11% of consumers, this segment ranges from 18 to 25 years of age. Its consumption level is low, and this group prefers beer. In general, they consume wine when they go out and the wine is modern and soft with a good style.

Indifferent: they also represent 11% of the total. They do not fall into a specific age group and see nothing special in wine. However, if they drink it, they prefer reds. Their consumption is medium.

Source: http://losandes.com.ar/notas/2011/7/4/tomadoras-vino-segun-personalidad-578338.asp

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