The feminisation of wine.
Do women have a different relationship with wine to men? I feel quite strongly that – as consumers at least – they do. In fact, in wine terms I would actively dislike being a man. It seems to me that wine joins cars and suiting as a heavily freighted social signifier. Society expects men to know about wine, thinks worse of them if they commit vinous faux pas. Women, on the other hand, are not expected to know anything about wine, as witness most waiters’ automatic offer of the pre-serve taste to the man of the party.
Men’s status is too often measured by the bottles they choose from a wine list or to serve at home. ‘Is this grand or expensive enough for my boss/client/friends?’ seems to be a common masculine concern over wine, whereas ‘Do I feel like drinking/sharing this?’ would be its much more carefree female equivalent. Read More….
This article is also published in the Financial Times.