Why Women Are Leading The Growing Natural Wine Movement - 0 views
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“boys club.”
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With such clean ingredients, the end product isn’t as stable as it’s more traditional counterparts, and therefore needs to be sold relatively soon after production.
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A recent study conducted in conjunction with UCLA found that organic labels yielded higher taste ratings from wine critics.
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A Mintel study found that 60% of millennials and 55% of Gen-Xers are concerned about harmful ingredients in their food and groceries.
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While organic represents less than 5% of the U.S. wine industry, it grew at rates between 10% and 20% per year in volume from 2013-2016, according to Nielsen. In the last decade, the number of organic vineyards tripled worldwide.
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Women outnumber men as the leading consumer of wine in both retail and restaurants, consuming 57% of bottles in the U.S, reports Nielsen. Of those, 51% of those aged 21-24 say organic factors in into their purchasing wine.
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The definitions involve both the environment (how the grapes are tended to, without artificial chemical fertilizers, pesticides, and herbicides) and the winemaking process (with limited or no added chemicals/sulfates).
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more subtle, restrained, and elegant than it’s predecessors. “Women’s wine tends to use less of the winemakers’ bag of tricks as far as oak is concerned and different methods to manipulate the flavors of wine,” says Den Haan.
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“They’re geared to the female consumer,” adds Ed Field, owner of Natural Merchants, Inc., one of North America’s leading importers of organic wines, which counts Whole Foods as client. “There’s not necessarily heavy tannins–it’s more refined.”
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Magdevski says that in the past, women probably veered away from winemaking in part because of the physicality required.
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Women might also gravitate towards small, natural producers and local markets since larger operations have long been dominated by men.
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In 2013, Ann Rabin Arnold founded the Organic Wine Exchange, an organic wine club that’s now available in 13 states with a clientele that is 80% female.
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larger producers will co-opt it as a smart marketing move. “That’s my fear,” she says, adding, “and my hope.”
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organic wine is “at the tip of the iceberg” as more and more consumers, especially millennials, actively look for not only healthier solutions, but more distinct dining options.
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Even though the wine industry was once considered more of a "boy's club", woman are now leading the way in the growing Natural Wine Movement as a market dedicated to organic ingredients and sustainable practices continues to emerge. This is largely due to the fact that women outnumber men as the lead consumer of wine in both retail and restaurant bottle purchases, as well as several studies that suggest that woman eat/drink more nutritiously than their male counterparts. This has led to organic and biodynamic wines growing at rates between 10 percent and 20 percent per year in volume from 2013 to 2016, and organic vineyards almost tripling word wide over the last decade. Being in charge of the Beverage Ordering and Menu Creation at my restaurant, I have seen first hand the increase demand for organic and biodynamic wines. It has become so prevalent that I have begun printing menus with asterisks to highlight which of our wines fall into either of these categories. According to a Mintel Study, 60 percent of millennials and 55 percent of Gen-Xers are concerned about harmful ingredients in their food and groceries. With millennials constituting for 36 percent of wine consumers, according to a report by Beverage Dynamics, it is a essential that both the restaurant and wine industries continue to cater and adept to our consumers wants and needs. It would only make sense that Women are the ones leading this growing trend, as they constitute the majority of the market for it as well.