As a woman, winery owner, taster, buyer and lover of great wines, I am often faced with the question “Which wines do women like?” Although at first sight it might seem slightly sexist, it’s actually a question that gives us a lot to think about. Because, although there is no accounting for taste, we women feel differently about wines from men, which means we don’t choose them the same way.
Women have driven a change in the wine industry which, until 15 or 20 years ago, was considered rigidly classical and even, if I may say so, rather dull. Those were years when it was largely focused on men as consumers and connoisseurs. The big brands were in charge and the others could do little about it. However, the industry has evolved, with the emergence of new wines that are rich in all senses of the word, and new consumers, including women. We made a silent revolution bringing us to the attention of winery owners, sommeliers, recommenders and the media.
But what makes us different from men when it comes to wine?
The main difference is the way we choose it: men normally buy by brand, tradition and price to guarantee success; women take advice, and we don’t stop asking questions until we are sure we’ve found what we’re looking for, whether it’s for a present, an event or a dinner at home. We find a wine for every occasion.
Wine has become an important complement for all social, business or family get-togethers, and a woman chooses it with the same care as she takes care of the details of a well-dressed table, the seating arrangements or the menu she is going to prepare.
There is also the surprise factor that we find so attractive. Even at the risk of failure, we prefer innovation to “getting it right” in a dull, classical way. We like to create conversation based on wine and, although we are new to the technical terms associated with tasting, we fill the gaps in our knowledge with language more concerned with feelings. This might appear on an unusual back label, or in the story behind a winery or a wine. There are plenty of those, and, after a little investigation and discovery, we like to tell them.
Ultimately, a glass of wine in a woman’s hand awakens all her senses, and arouses her most feminine, sophisticated, sentimental, passionate and interesting side. Mind you, each of us has her own taste and not everything is right for all of us.
By María Luisa Cuevas, Managing Director of Bodegas FERRATUS