Fine wine merchants and private client teams are overlooking a crucial market segment – high-net-worth women as fine wine collectors. Queena Wong, founder of Curious Vines, believes there is a significant opportunity for the first merchant to target this untapped market. Investing in building relationships with female collectors over time will lead to a more balanced portfolio of clients.
While data on the number of women collectors is scarce due to traditional gender biases in databases, the industry is making strides towards inclusivity. Role models like Jancis Robinson MW and Jane Anson are paving the way for more women to enter the world of fine wine collecting.
The key lies in education and engagement. Merchants like Berry Bros & Rudd are actively seeking to understand the needs of high-net-worth female clients to provide a more tailored experience. By increasing the number of women in private client sales and creating inviting and inclusive events, the industry can attract more female collectors.
In conclusion, targeting high-net-worth women as fine wine collectors is not just a short-term marketing tactic but a long-term strategic investment for merchants. By breaking down social constructs, providing education, and building trust, the industry can tap into a lucrative and expanding market that has been overlooked for too long.
