Se sono calate le vendite di vino in Germania e nel Regno Unito, in quest’ultimo caso soprattutto a causa della Brexit, c’è da sottolineare, invece, che si è verificata una notevole crescita in Giappone, Cina, Russia e, soprattutto, negli Stati Uniti.
A conferma di ciò, il sondaggio Gallup, dell’agosto 2016, sul mercato del vino statunitense, primo al mondo per volume e ricchezza, condotto su un campione di oltre 1.000 persone, ha, in effetti, registrato che sono soprattutto le donne quelle che preferiscono il vino tra le bevande alcoliche, per il 50%, mentre gli uomini scelgono la birra e gli alcolici per il 54% e il 22%.
Vino al femminile, come afferma l’Associazione Nazionale “Le Donne del Vino” significa, oggi, sempre di più, desiderio di saper scegliere un prodotto di qualità, il piacere di gustare in modo consapevole, il conoscere le caratteristiche dei vini per arrivare ad abbinarli correttamente ai cibi, e così via.
Un ruolo chiave, quindi, si prospetta per le donne, nel primo mercato estero del vino italiano: il 50% lo sceglie come bevanda preferita, lo compra e lo promuove. La scelta delle bevande è, ovviamente, legata anche alla capacità di spesa, in quanto maggiore è il reddito più ampia è la capacità di acquisto e migliore la qualità dei prodotti richiesti. Le wine lovers americane come ci vengono proposte dai films o dalla letteratura sono signore dai trent’anni in su che prediligono vino rosso europeo sia a tavola che come aperitivo e le occasioni di consumo aumentano con il reddito. La protagonista italo americana dei romanzi gialli di Patricia Cornwell, il medico legale Kay Scarpetta, e il famoso avvocato della serie televisiva di successo “Damages”, interpretata da Glenn Close ed ambientata a Manhattan, hanno in comune di essere due donne all’apice della carriera, che, la sera, appena rientrate dal lavoro, sul divano di casa si regalano un bicchiere di vino rosso, prima della cena, per un momento di relax, mentre le casalinghe disperate dell’omonimo telefilm si radunavano spesso e volentieri con un bicchiere di Chardonnay in mano.
Riguardo, poi, alle preferenze, secondo Wine Spectator i risultati della seconda indagine annuale del Sonoma State’s Wine Business Institute, riguardante i gusti dei consumatori di vino in America, condotta su campioni e di età compresa fra i 21 e i 68 anni, è stato rilevato che, nonostante il mercato in crescita del Pinot Noir negli ultimi anni e dei grandi rossi di taglio bordolese, il 50% ha incluso lo Chardonnay nella lista dei vini preferiti e il 40% ha inserito il Pinot Grigio che gode di un mercato in crescita.Più della metà degli intervistati e molte donne preferiscono un vino che sia fruttato, semi dolce e morbido. Solo il 26% si orienta su uno stile più secco. Liz Thach, docente di wine business alla Sonoma State University ha commentato che “This is the perfect example of the American palate”, questo è il perfetto esempio del palato americano. In effetti la cultura del vino e del suo abbinamento al cibo negli USA sta iniziando adesso, in ritardo rispetto agli standard europei.
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