European Women as Wine Consumers

by Eve Resnick on December 4, 2008

in General

The International Associated Women in Wine conducted a study on the consumption of wine by European women. The results were announced in June 2008 during the general Assembly of the organization and the official analysis was just released.

Some intriguing points were raised by the answers to the questionnaire, depending on the country where it was issued. Italy, Greece, Switzerland, Spain and Hungary were covered by the study.

First topic covered was women as wine buyers: in all countries, they buy local wines, shop in supermarkets (65% for Italy and 40% for Greece), in wineries (Switzerland, 68%) and in wine stores (Spain, 40,7%). Italian women buy wine for their home (35%) and to drink with their friends (22%); 54% of Greek women buy for their home; 88% of the Swiss for meals for friends; Spaniards for home (55%) and Hungarian mostly for home.

As wine consumers, women are full of surprise and have very different behavioral patterns from one country to an other one:

Where do women drink wine?

– Italy : 33% in restaurants
– Switzerland: 93% at home with friends
– Spain: 70.6 % at home with the family
– Hungary: mainly (without percentage) at home with friends

Which wines do they usually drink?

– Italy: 48% red; 53% light-fruity; 54 % still
– Greece: 61 % red; 56 % white; 37% dry; 24% still
– Switzerland: 89,8 % red; 52.2% full bodied with intense flavor; 53,8 % white; 34.9% still; 42.5% dry
– Spain: 100% red and 46.9% white; 31.2% light-fruity; 21.9% sparkling

Women also have a good wine knowledge: they attended wine seminars and tastings as well as they visited wineries to expand and diversify their knowledge. They know the main grape varietals of their country as well as in what order wines should be served at a meal.

In spite of its limits, this study shows general patterns in consuming and buying wines among European women. The International Associated Women in Wine is now working on a more complete and scientific study conducted in every European country.

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