IN THE USA, WOMEN ARE THE DRIVING FORCE OF WINE CONSUMPTION: THEY MAKE TWO THIRDS OF PURCHASES IN STORES, AND WINE BY THE GLASS SOARS. MAGAZINE REVIEWS ARE NOT THEIR THING-THEY ARE GUIDED BY CURIOSITY AND EXPERIENCE

Far from stereotypes, women are the real driving force of the American society, especially when it comes to wine consumption. In the United States, as a Nielsen estimate points out, the fair sex controls two-thirds of purchases and wine emancipation is now also in restaurants, where in three years alcohol consumption by women clients grew 14%, primarily for wine, that 51 million American women chose.
They are, as the "Marketing Wines by the Glass to Women" study by Napa Technology revealed, the most loyal and passionate wine lovers, more than men, so much so that among young people, girls show the greatest interest in Bacchus’ nectar.
Yet, the catering world and wine entrepreneurs do not seem to sufficiently take them into account. Communication is rarely addressed to women, who have different tastes and needs than men: the success of wine by the glass, for instance, is the quality / price ratio and the ability to satisfy their curiosity. Rankings and scores in wine magazines have no impact on them because American women are well prepared on wines, and classic Cabernet Sauvignon, Chardonnay and Merlot have to take a step down to Malbec, Pinot Noir and Champagne.