The overlooked wine demographic

Women over 40 are one of the most lucrative of all consumer demographics and yet they are being ignored by most wine marketers. Charlotte Hey wants to know why

Photo by Sharon McCutcheon on Unsplash
Photo by Sharon McCutcheon on Unsplash

The growth of female influence when it comes to purchasing power is not in doubt. According to UK consultancy GenAnalytics, women own $27 trillion of the world’s wealth, or about 27%, while research suggests that in the US, women are responsible for $7trn in spending and 85% of all consumer purchases. According to, “2028 will be the tipping point where the average American woman is expected to earn more than the average American male”.

And yet, when it comes to wine, the most cashed-up women of all are too often being overlooked – women over the age of 40.

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