Research Reveals Marketing Winemakers’ Gender Identity Boosts Purchasing Intent Among Female Consumers

New research shows women are more likely to buy wine labeled as "woman-made." Female consumers are willing to pay $3.50 more for wines with feminine branding.

By: AXL Media

Published: Feb 25, 2026, 9:09 AM EST

Source: The information in this article was sourced from Washington State University

Strategic Visibility Benefits Female Winemakers in Competitive Markets

Women winemakers and winery owners can gain a distinct market advantage by increasing their visibility on product packaging. Research published in the International Journal of Hospitality Management suggests that disclosing female ownership and production acts as an effective marketing lever. According to Christina Chi, coauthor and professor at WSU, women in the industry have traditionally been reluctant to highlight their gender due to concerns regarding prejudice in a male-dominated field. However, the data indicates that they can now leverage this identity with confidence to better connect with the largest segment of U.S. wine buyers.

Design Cues and Direct Statements Influence Buyer Behavior

The study utilized a fictitious Columbia Valley red table wine to test how specific visual and textual messages affected female consumers. Participants expressed a higher intention to buy when labels featured "feminine gender cues," such as floral artwork, compared to masculine imagery. Furthermore, adding a "proudly made by a woman winemaker" statement further intensified these purchase intentions. According to the research, women were not only more likely to choose these bottles but were also willing to pay a premium of approximately $3.50 more per bottle for wines featuring these combined elements.

Market Significance of the Female Consumer Demographic

The financial implications of these findings are substantial given that women account for 59% of all wine purchases in the United States. Christina Chi emphasized that wine is a cultural product where the identity of the creator fundamentally shapes the brand image. By aligning marketing strategies with the preferences of the primary purchasing demographic, wineries can more effectively capture market share. The researchers noted that the positive response from the industry suggests women winemakers are eager for practical, data-driven strategies to reach their audience.