Judged by women, for women
Women make up a significant percentage of the wine-buying public, yet surprisingly few marketing drives target women specifically. One might think a wine buyer is a wine buyer, whether male or female, and it doesn’t matter that the one market segment is neglected, but it’s been shown that men and women have different brand responses and buying patterns. Too often, marketers underestimate the purchasing power of women and simply neglect them in their marketing strategies. The South African Women’s Wine and Spirits Awards aims to tap into this target market of consumers by having women judge the wines for the awards.
In the United Kingdom, female wine buyers contribute up to 70% of purchases in a retail environment.
According to a Gallup poll among adult drinkers in the United States, 52% of women prefer to drink wine compared with 20% of men.
In a 2010 South African study it was found that women make up 48% of the wine consumers in the country (Vinintell 2011).
Women are more inclined to look for value for money, but are also willing to pay more for better quality.
In a poll by Wine Spectator magazine, the question was asked whether women are better wine tasters than men. In the results broken down by gender, women answered as follows: Yes: 55,8% Equal: 34,3% No: 9,9%
In one study it was found that women pay less attention to wine scores, but greatly value trusted advice from their female peers.
The South African Women’s Wine and Spirits Awards will be judged exclusively by women, whose endorsement would serve as a recommendation to women wine buyers.
Competition opens – 6 March 2018
Cut-off date for entries
Delivery of wine samples
Producers receive results.
Important Information About the SAWWA Awards
The tasting procedure will be audited to ensure the judges are not influenced and that the tasting is done blind and conforms to international standards.
The judges are all qualified and will judge the wines on merit and in a professional manner.
The judges will be qualified female consumers or members of the wine trade who have a qualification from the Cape Wine Academy, or a similar qualification.
All wines are allowed, because it is the women’s preference that is determined.
You’re not obligated to order stickers; if you do not want any, indicate the number on the entry form as 0 (zero). Once the results have been revealed, you have to accept and pay for the number of stickers you indicated. Stickers will be available approximately two weeks after the winners have been notified.
The South African Women’s Wine Awards will award a Gold Award to signify wine of good quality for women, chosen by women.
It costs R695 excl VAT per entry and stickers will be available at R260 excl VAT for a roll of 1 000.
For wines in 750 ml bottles, a sample has to comprise three bottles per entry. For wines in containers bigger than 750 ml, a sample has to comprise two units. For wines in containers smaller than 750 ml, a sample has to comprise four units.
For spirits, only two 750ml bottles are needed or the equivalent thereof.
The sticker measures 25 mm across and is pictured above.
Sanet van Heerden for all general inquiries
Tel no: 084 446 0412
Drop-off point for samples:
Nietvoorbij Experimental Cellar
Klapmuts Road, R44
Attention: Michelle Grimbeek
Tel: 082 773 0738
© SAWWA 2016