• Ad Age, Wednesday, February 8, 2006 11:30 AM

Everyone knows men and women are different in more ways than one, and that’s especially true when it comes to buying wine.  Marketers should be aware that not only do women account for almost 64 percent of all wine consumers, but they also take a completely different approach when selecting a bottle.  Whereas men often choose a wine that they believe will impress someone by its vintage, women are more likely to think about personal recommendations and who will be sharing the wine with her. In this excerpt from her book Marketing to Women, author Marti Barletta says women will also strive to serve the perfect wine so that her guests are happy and fulfilled. She’ll seek out a Greek label to accompany a spanakopita appetizer or serve a California chardonnay that reminds her of a Napa outing. Marketers who recognize these tendencies and incorporate them into advertising and point-of-purchase materials are going to see results.

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