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Gendered Wine Perception: Insights from a Consumer Survey

In a recent study conducted by Kedge Business School in Bordeaux, researchers delved into the complex relationship between wine labeling, gender, and consumer perception.

The study involved 1,500 Belgian and French consumers who were presented with various wine bottles, each labeled differently to gauge their reactions and willingness to pay.

Participants were randomly presented with bottles labeled without the name of a winegrower (control bottle), bottles labeled with either 'Georges Cadieux' or 'Nathalie Panetier', bottles displaying the 'Vigneron Indépendant' logo, or bottles with a 'Fémivin' sticker, implying the wine was produced by a group of women.

Interestingly, consumers showed a lower willingness to pay for bottles with the 'Fémivin' sticker, with an average decrease of EUR 1.17 compared to the control bottle. This decrease was even more pronounced among male respondents, dropping by EUR 1.4. However, labels specifying the wine was made by a winegrower did not affect willingness to pay, regardless of the gender of the consumer.

Florine Livat, an economy lecturer involved in the study, noted that a winegrower's name was perceived as a symbol of authenticity and craftsmanship, irrespective of gender. While collective strategies within the wine industry are common, initiatives by female winegrowers, such as 'Women do Wine', are not yet widely recognized by consumers.

Livat suggested that this disparity in consumer perception could be attributed to a lack of familiarity with female-led initiatives, viewing them as activism rather than genuine contributions to the industry. However, she predicts that this perception will evolve over time as awareness of female winegrowers' contributions grows.

The study sheds light on the intricate interplay between labeling, gender, and consumer behavior in the wine industry, highlighting the need for greater recognition of female winegrowers and their achievements.

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