What type of wine does a woman, aged 35+, want to buy and drink?
Recent reports indicate that women buy 60-80% of the wine sold in the U.S. And it appears that the U.S. is not alone in this regard. Great Britain also appears to have more women than men purchasing wine. It is only natural then that wineries would specifically market wine toward women.
Blossom Hill winery is located in Paicines, CA in the San Benito Appellation. It is owned by the mega-company, Diageo. The primary markets for Blossom Hill include the United Kingdom, Ireland and Scandanavia. It is one of the top selling wines in the United Kingdom. And Blossom Hill is primarily geared toward women. Some new products and marketing are being directed toward women, especially women aged 35+.
For one, as mentioned in Wine & Spirit, Blossom Hill will soon be available on tap at some British pubs and taverns. They have created a new draught system which ensures the wine is delivered at the proper temperature. Second, they have created 250ml mini-wine bottles, about 1/3 the size of the average wine bottle. It is the rought equivalent of an 8 ounce glass of wine. And now, even their bottling is being marketed specifically to women aged 35+.
Talking Retail, in an article "Blossom Hill Gets 'Radical' New Look," reports that Blossom Hill has redesigned their wine bottles to appeal to older women. Much consumer research and profiling was done prior to the bottle changes. What changes were made? First, take a look at the new bottle in the Talking Retail article. Then, go to the Blossom Hill website to see what the bottle looked like before as they have not changed the bottle look there yet.
The big changes? Originally, the wine label was generally centered on the bottle and was rather plain in appearance. On some of their brands, there were two labels, though both were also rather plain. In the new bottles, the label has been made smaller and dropped down toward the bottom of the bottle. And they added a flower, either yellow, red or blue (or at least those are the colors they seem to be to me).
A flower??? Is that what will interest women aged 35+ to buy wine? Forget the fuzzy animals on the labels and put a flower instead? Viscerally, I think it is insulting to feel that such women would care whether there was a flower on the label or not. It seems to be catering to stereotypes. Yet fuzzy animals do sell a lot of wine so why not a flower? Maybe this is slick marketing.
How would their marketing differ if their target consumers were women aged 21-35? Would they replace the flower and if so, with what?
Somehow I doubt that the female bloggers I know would be swayed by a flower on a label. But are they a different type of consumer than the average woman? A more savvy, wine-knowledgeable consumer?
This all brings new meaning to the phrase "flower power."