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Gender Marketing Encounters: Régine le Coz


FEMMES ET VIN DU MONDE Interview
With Régine Le Coz, President and Founder
February 22nd, 2012

Régine Le Coz President and Founder of Femmes et Vins du monde

Agence L / Womenology

Régine Le Coz, President and Founder

Régine Le Coz, President and Founder of Femmes et Vins du Monde

By way of introduction, could you present your career path so far and “Femmes et Vin du Monde” (Women and Wines of the World)?

Régine Le Coz
I’m a state-registered oenologist and a vineyard consultant. I’ve had quite an eclectic and unusual career path so far because I took the backwards route to become an oenologist. First of all, I created the Mondial du Rosé in 2004, it’s an international rosé wine competition, in collaboration with the Union des Œnologues de France (French Oenologist Union). Then I created other international competitions, tasted exclusively by women, because naively, when I discovered this domain at the age of 32, I believed that only men and priests could work in the world of wine!

So six years ago, we opened the first international competition of world wines tasted by women, with five colleges that represent the whole of the field of wine.
Why women? It didn’t have any feminist aspect, it was just to put some focus on this field that was opening up to women, in order to show the different professions that exist in vineyards and in wine and also to highlight the role of women on an international level.

Wine is no longer a man’s business


Surprise in the world of wine: the best wine grower of 2011 is a woman.

Astonishing? Not really. Women are more and more interested in wine, becoming wine growers, wine stewards, buyers or just consumers. Let’s look at their importance in the sector.

Wine is not solely reserved for men

Even though a long tradition links men and wine (cf. “Women and wine”), women were often kept back from its consumption and production. Female drunkenness, considered to be vulgar, was banned. It was a privilege permitted only to prostitutes. Yet, in her book entitled “Les femmes et l’amour du vin,” the French researcher Segolène Lefèvre reveals that in antiquity, women from Babylon took part in libations and even queens could drink wine. A situation quite opposite to that of Athens, where women didn’t have the status of citizens and where their attendance during banquets would have been considered scandalous.

This is all changing today. Women have not only become consumers but a considerable economical target: 70% of wine purchases in France are made by women.
Many events have taken into account women’s investment in this domain. In 2007, Didier Martin created the “Féminalise” competition. Female professionals and oenologists get together once a year in Beaune to vote on the best wines. Gold, silver and bronze medals are awarded to the best quality wines but, above all, “it’s the guarantee to have a wine which has been liked by women and which will seduce men”. The international women and wines competition was also created in 2007. Competitors are male and female but, as with the Feminalise competition, the jury is exclusively formed by women. Two competitions in which the medals awarded guide women’s purchase decisions. They shed light on the role of women in the world of wine.