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Consumers perceive wine as a feminine product. Marketers should take note.

“[C]onsumers quickly learn that society often penalizes those using objects that mismatch their gender, marketing experts said, a practice that starts fairly early in life.”

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Source: Morning Consult

“‘Understanding if and how consumers gender a product’s generic category is one of the first steps in figuring out how to market it,’said Jonlee Andrews, a clinical professor of marketing at Indiana University’s Kelley School of Business. ‘It helps answer the question, “Should we lean into the culturally assigned gender or intentionally go against the grain?’”