New wines aimed at women

M&S,Sublimelle News Wine News
  • Friday 25 January 2008

A French wine merchant has developed a new range of wines aimed at women – who it says make up Britain's largest wine market.

The company, WineSight, has nearly 30 wines sourced from around France under the label Sublimelle – which has no connection to the French lingerie label of the same name.

WineSight says that ‘numerous studies’ show that women’s taste buds react differently to wines. The company quotes the Gault Millau guide, ‘which found that women prefer supple wines’ rather than wines with a lot of body.

Working on this theory they have put together a range of wines that are not ‘heavy and obvious,’ but more ‘subtle and elegant,’ according to WineSight's head of British development, Emma Delserieys. They are only available online.

Single bottles may be as inexpensive as a £5 Languedoc Rose, up to a £22 Premier Cru Chablis - a 1999 les Vaillons.

‘We offer different wines to drink for a variety of occasions,’ WineSight says in its brochure, ‘whether it is a girls’ night out, individual tasting pleasure, a romantic dinner, after love making, or a business success.’

The company is also targetting British women as ideal customers, on the basis that they have more say in wine-buying decisions.

‘In France the act of choosing wine is more conservative and male-centric. This idea can only work in Britain, where women are more independent in selecting wine,’ Delserieys said.

WineSight also says that women's market share is greater in many countries - including the UK - than men's.

Delserieys added that wine critics in England are made up of equal ratio of male to female, and Sublimelle hopes to make a greater impression on the latter.

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