Wine, women & marketing: Leslie Sbrocco puts it in writing

Wines & Vines, August, 2003 by Tina Caputo

It's also important to send women the right message in retail and restaurant situations, where they are often treated as second-class citizens or ignored altogether. "Treat women as important wine customers," Sbrocco said. "Focus your shelftalkers not on ratings and scores...Treat women with respect in a restaurant."

Jennifer Pagano of Wine Market Council, who along with Sbrocco participated in a panel discussion about marketing wine to women at this year's World Wine Market, agreed. "I think the key is really learning how to communicate with women about wine," she said. "Since women are the primary buyers and the primary social prompters, reaching them where they make their purchase decisions seems to be a good strategy. Grocery stores and other retail outlets are places where basic information about the wine's flavor profile would be very valuable to someone deciding whether or not to buy wine, or what wine to have with a simple dinner. At a restaurant, suggested pairings are always helpful."

Sbrocco also gave the following tips for selling to women, both on--and off-premise:

Off-Premise

* Avoid pigeon-holing. Most women are willing to try something new. Don't assume they're all Chardonnay or blush wine drinkers.

* Host tasting events. Women enjoy drinking wine in a fun-yet-educational format.

* Hire more women salespeople. Women rely not only on the advice of their female friends, but on the advice of salespeople. Female salespeople help make wine buying less intimidating for other women.

On-Premise

* Don't ignore women in restaurants. Pour a taste for the diner who orders the wine, whether the person is male or female. (Here's an idea: How about giving a copy of the wine list to a member of each gender!--Ed.)

* Focus on flavor and style. The more information you can give, the better. Offer wines by-the-glass and put together tasting flights so women can sample different wines without a major commitment.

* Educate your staff. Make sure they don't talk down to women and know how to make them feel comfortable.