The Importance of Recognising the Female Buyer in the Wine Industry

10/23/20232 min read


When we talk about wine, we often discuss its terroir, vintages, and the mastery behind each bottle. But there’s one aspect that tends to be overlooked: the consumer, specifically the female buyer. The women who make the purchase, share the experience, and tell the story of wine deserve a closer look.

Women as Key Decision Makers

Statistics reveal that women make up a large percentage of wine buyers, with some estimates putting them at 70% in certain markets. It's not just about buying a bottle for a special occasion; it’s about becoming an integral part of a much larger narrative of wine enjoyment and connoisseurship.

The Power of Storytelling

One of the most effective ways to communicate the ethos of a brand is through storytelling. This holds especially true for women, who often seek a deeper emotional connection to the brands they support. The wine industry has a golden opportunity here. It has centuries of stories to tell — from the vine to the bottle — stories that often involve strong, inspiring women. Storytelling is not just about narrating the past; it’s about shaping future perceptions and building lasting relationships.

Missed Messaging Opportunities

The traditional marketing playbook for the wine industry has been heavily directed towards a male audience. Men are often the protagonists in the stories of legendary wine estates and celebrated vintages. Women, on the other hand, are usually relegated to secondary roles or are conspicuously absent. This not only misses the mark in terms of engagement but fails to recognise the pivotal role that women play as influencers and decision-makers.

Creating a More Inclusive Narrative

By pivoting the narrative to include the women who have been a part of this rich history, or by simply acknowledging the female consumer's perspective, the wine industry can build a stronger, more inclusive brand. Women are eager to share their experiences, recommend brands they love, and they also tend to be more loyal customers.

How GLOWw is Making a Difference

At GLOWw, we understand the value that women bring to the table, both as producers and consumers. Our mission is not only to showcase excellent wines made by women but also to create a dialogue that resonates with female consumers. Our upcoming GLOWw Challenge aims to highlight the creativity, expertise, and resilience of women in the industry. We believe that by giving women the platform they deserve, we are building a more equitable and dynamic wine culture.

Action Points for the Industry

1. Be Conscious of Marketing Language: Language matters. Using gender-neutral or inclusive language in your marketing materials can make a world of difference.

2. Utilise Female Influencers: Leverage the reach of female influencers in the wine community to tell your story.

3. Engage in Authentic Storytelling: Make it a point to include diverse stories that resonate with a broader audience.


The wine industry stands at a critical juncture. It has the opportunity to be a pioneer in creating a more inclusive narrative that not only acknowledges but celebrates the significant role that women play as buyers and influencers. By doing so, the industry not only stands to gain a fiercely loyal customer base but also enriches its own history by embracing stories that have been overlooked or untold.

It's not just about selling a product; it's about shaping a narrative that includes everyone. And at GLOWw, that’s exactly what we intend to do.