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14/10/2009

Women wine-drinkers are more sensitive to economic uncertainty than men

According to a survey run by Australian market intelligence business Food and Wine Insights, women wine drinkers are drinking less, drinking more at home and spending less per bottle at wine retailers and restaurants than men since the global financial crisis (GFC) began. The majority of women surveyed changed their spending from $16–20 before the GFC down to $11–15 when economic uncertainty set in. The majority of men surveyed by Food and Wine Insights were spending on average $16–20 per bottle before and during the GFC. 62% of men were found to be spending the same on wine in a restaurant as they were before the GFC, while only 51% of women were comfortable doing the same. Since the GFC, 23% of women surveyed are drinking less wine overall compared to 20% of men. Home is a popular place to be drinking wine with 61% of women drinking more wine at home compared to 58% of men. The survey also found that men choose the majority of their wine based on their own knowledge while women are influenced 13% more by price then men and 16% more by friends' advice compared to men. Food and Wine Insights director Stephanie Duboudin says the results fly in the face of the wine industry’s long-held belief that in times of economic uncertainty, wine drinkers drink the same amount but just spend less per bottle. “You can’t generalise about the two sexes' wine drinking patterns,” she said. “Women and men wine drinkers are two distinctly different markets … women are more inclined to purchase wine based on practical elements rather than worrying about prestige”. The survey looked at the wine drinking patterns of 256 participants across Australia before and during the GFC. 54% of respondents were male and 46% female. The results of the survey can be purchased at www.foodandwineinsights.com.au

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