Women more likely to choose wine from female winemakers

Promoting female ownership of wineries can boost sales among the largest group of wine consumers in the United States, who happen to be women. Messages such as “proudly made by a winemaker” increased women’s wine purchase intentions, particularly when label illustrations reinforced this point with feminine gender cues such as flowers. Women were also willing to pay higher prices for these wines, according to a study from Washington State University and Auburn University.