
A post in James Laube’s Unfined blog yesterday titled “
That’s right, women are smarter” inspired me to consider why female wine collectors seem to be scarce. The general demographic profile of a wine collector is 90+% male, 40’s or older, and with some disposable income to support their “habit.” When I checked Vinfolio’s list of top 100 customers based on wine spending, only 5% were women. The big question is does this reflect the market or are we just bad marketers?
Here are some possible explanations (without any supporting facts):
- Women tend to have a broader range of collecting-related interests from shoes and handbags to clothing and jewelry where they prioritize their spending. Wine just does not bring as much pleasure per dollar as those other categories. (Note: this is an observation from a female staff member).
- Married women allow their husbands to take the lead on wine collecting to generate leverage to justify spending on what they want (see prior point).
- Many men treat wine collecting as another arena of competition and a method of signaling to others they have “made it.” Women tend to choose other means to compete or to signal success.
- Women are more disciplined drinkers and physically smaller. This in turn leads to less consumption and a lesser need to collect.
What’s your theory?