Women more likely to choose wine from female winemakers

Promoting women's ownership in wineries can boost sales among the largest group of U.S. wine consumers, who happen to be women. Messages like "proudly made by a woman winemaker" increased women's intentions of purchasing wines, particularly when the label's artwork reinforced the point with feminine gender cues such as flowers. Women were also willing to pay higher prices for those wines, according to the research from Washington State University and Auburn University.