Marketing Wine to Women - Women of Napa/Women of Bordeaux
About 4-5 months ago, I received an email message from a total stranger who has become a friend. Sharon H. as I'm going to call her, is an passionate woman. She loves all things wine and food and travel related. She's a mother and a wife - and she shares the belief that women should reach out and connect to one another over these same passions.
Sharon's idea was simple enough - to bring women in the winemaking industry from Napa and Bordeaux together for an educational, social and networking 3 day event in the Napa Valley. The winemakers from France would get to explore winemaking in Napa and all of the women could share ideas on winemaking, marketing and marketing to women.
When I arrived at the Culinary Institute of America's Rudd Center on Wednesday a.m. of last week - after getting up at 4 a.m.to catch an early flight from LAX - I was blown away by the number of women who were already seated in the stadium classroom. My husband's birthday the day before had prevented me from participating in the earlier days events but within moments of being seated I felt immersed in the sensibility and purpose of the day.
The first panel was discussing press, public relations, stats on women drinking wine in the U.S. and more. Everyone was so hungry for details and information - the esteemed group who was presenting including Andrea Immer Robinson and Leslie Sibrocco and Julie Kodmer simply ran out of time. After a short break it was my turn to be the sole presenter on Marketing Wine to Women.
The makers of Bordeaux have a challenge in the American market. Is Bordeaux a "guys wine"? The answer seems to be at the present time "yes". And why is that? Is it because their wines are available mostly in retail stores and not in supermarkets or box stores where women buy their wines? Again, yes. Is it because Bordeaux, unlike some of the other varietals in France, cannot legally label the front of the bottle with the varietal type and therefore doesn't speak so clearly to lovers of Cabernet, Merlot, Cabernet Franc, Petit Verdot? Again, the answer is probably yes.
Is it because most American women don't have any experience with the French language and it can be intimidating? Again yes. Is it because American women think of Bordeaux as being a "man's wine"? Again yes.
Yet, Bordeaux is lower in alcohol than most American Red wine. Is widely available in the 'under $25' category and is made with a long tradition combining family, history and place. Where's the disconnect here?
In my opinion, as I explained to the women in the audience, it's an education gap. The U.S. women consumers aren't learning about their beautiful Bordeaux wines because their stories simply have not been told. Can you name a top women winemaker in Bordeaux? Bet you can name one in the U.S. in about 3 seconds flat.
So Women & Wine will be helping tell those stories. Over the coming months, we'll be featuring profiles of some of the wonderful winemakers that I met in Bordeaux. And I'm hoping, that the next time you're in your local retail store you'll say "can you recommend something for everyday drinking that's from Bordeaux". You won't regret it.
Julie
www.WomenWine.com and www.WomenandWineRadio.com - now on itunes
