Women in U.S. More Likely to Buy Wine Labeled as Made by Female Winemakers, Study Finds

A recent study from Washington State University and Auburn University has found that women in the United States are more likely to purchase wine made by women winemakers, especially when this information is clearly communicated on the label. The research highlights that label messaging such as “proudly made by a woman winemaker,” combined with feminine visual cues like flowers, can increase women’s intention to buy and their willingness to pay higher prices for these wines.

Women account for about 59% of wine purchases in the U.S., making them the largest consumer group in the market, according to Christina Chi, a professor at WSU’s Carson College of Business and co-author of the study. Chi explained that women winemakers and winery owners could benefit from being more visible and transparent about their role in producing wine. The study suggests that marketing strategies emphasizing female ownership or production, such as specific statements on labels or dedicated retail displays, could help boost sales.

Despite their influence as consumers, women make up only about 18% of U.S. winemakers. Many female winemakers are hesitant to highlight their gender on labels, possibly due to concerns about bias in a male-dominated industry. However, the research indicates that disclosing female ownership or production can be an effective marketing tool rather than a liability.

The study was co-authored by Demi Deng, an assistant professor at Auburn University who completed her doctorate at WSU, and Ruiying Cai, an assistant professor at WSU. Their work builds on previous findings that women are more likely to buy wines with feminine cues on labels and that such design elements can even influence how women perceive the taste of wine.

Interestingly, the study also found that when female winemakers were featured in photographs on labels, women were less likely to purchase those wines with feminine designs. Researchers believe this may be because consumers’ purchase decisions are influenced by whether they relate to the individuals pictured.

Chi noted that these findings could have broader implications beyond wine, as women tend to be more conscious about health and environmental issues across food and beverage categories. The research underscores the importance of storytelling in marketing, with today’s consumers placing greater value on experiences and emotional engagement than on products alone. Chi emphasized that brands excelling in storytelling are more likely to connect with women consumers.

The researchers hope their work will encourage more visibility for women in the wine industry and inspire further studies focused on female wine consumers. They also aim to draw attention to the contributions of women winemakers and provide practical guidance for wineries seeking to reach this influential segment of the market.