wine2wine • Sala WineAround - Palaexpo Piano -1
Do Asian Women move the needle? All eyes have laid on the lucrative market in the East, but how many have grasped the peculiar consumption behavior of that 48% of the population? From teetotalers to tag-alongs and ladies’ night partygoers, women in Asia have been given all sorts of labels when it comes to their drinking patterns. Times have changed, but the social categorization of Asian female drinkers has not caught up.
The extent of lost opportunities as a result of stereotyping is hard to calculate. Since the turn of the millennium, we have seen tremendous advancement in women’s education level. Along with the rise in their disposable income emerge the desire to improve their quality of life. Fine dining and wine appreciation have become the norm for many female professionals. Not only are they now sole decision-makers for wine purchase and consumption, but often times women have different preferences compared to men’s.
With regard to Asian women’s spending power and distinctive taste, many industries have already taken a head start and established female-focused marketing strategies. Yet when it comes to wine and its related products, the outlook on the Asian female market has been relatively conservative. Clearly, the pie is big enough to share, but how can wine businesses approach this sector and not miss the boat? This session uncovers the lesser-known facts about women in Asia, pinpoints the boundless potential of this untapped market, highlights their preferences in wine, and identifies channels to successfully reach out to this unique demographic
Event languages: Italiano, English
How to participate: 100% in-person attendance, with wine2wine Business Forum ticket