Do you think you have different preferences in wine from the opposite sex? Dr. Liz Thach, MW, the Korbel Professor of Wine Business & Management at Sonoma State University, cites a study that may give you surprising answers.
“Women prefer white wine. Men only drink red. Women like sweet wine. Men purchase less wine.” These are just a few of the common myths that arise around wine and gender, but are they really true? One statistic on which we can rely is that the make-up of US wine consumers is approximately 55% female and 45% male, according to Nielson, but there has been an increase of men adopting wine in the past decade.
A research study was developed to explore differences in wine drinking occasion and motivation between men and women. The study included in-depth interviews with 30 men and women who drink wine as well as an online survey with 305 wine consumers (155 men and 150 women) residing in California. The results show strong similarities between men and women in many categories, but also some surprising differences.