International Women’s Day was commemorated this past week, and I’d like to take this opportunity to focus on women as wine consumers and buyers within the DTC wine landscape.

This perspective also serves as a preview of our research into the Gender slice of the WineDirect x Enolytics DTC data for 2022. The full report will be released shortly but here, and this week in particular, are a few things we’ve learned.

• When we look at the data regionally across the US, women drive more than half of wine sales outside of the West. We see this particularly in the East Coast and Non-Coastal regions. (See image at the top.)

• Not surprisingly, the same areas also skew higher for younger generations of consumers.

• As younger cohorts increase their consumption of wine, women are also growing as a percentage of cases sold.

• In general, women skew higher than men in the purchase of White, Sparkling and Rosé wines.

Do these findings surprise you? Why, or why not? I’d be very curious to hear.

Thank you, as always, for reading —

Cathy