The ONAV evening celebrated female empowerment through a unique wine-tasting experience focused on wines crafted by remarkable women. The protagonists of the event were not only the wines themselves but also the female winemakers who, with passion, dedication, and expertise, have succeeded in a traditionally male-dominated industry.
During the tasting, guests had the opportunity to learn about the personal stories of the winemakers, each sharing their journey of challenges and achievements. Discussions highlighted how women are redefining leadership in the wine industry, bringing an innovative and sustainable vision that values not only the final product but also the local heritage and traditions. Each glass told a story of resilience, creativity, and entrepreneurial spirit, offering attendees not just a sensory experience, but also a reflection on the growing role of women in the sector.
Supporting the significance of women’s contributions to winemaking, a study conducted by Washington State University found that 59% of female wine consumers in the U.S. prefer labels with a feminine touch. In the initial tests, a group of 90 women rated wine labels as more “masculine” when they featured animals such as wolves and deer or portraits of men, while labels with delicate animals, flowers, and depictions of women were perceived as “feminine.” Labels featuring castles or grape clusters were considered neutral.
This study opens up interesting marketing perspectives, showing that the choice of wine can be influenced not only by the prestige of a designation or curiosity at the moment but also by the visual appeal of the label, which represents the first point of contact with the product. Although the wine industry is still predominantly male (with 82% of producers being men), female drinkers have become an increasingly important and strategic market segment.
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