Women drive wine consumption in Asia

Michelle, what was your educational and professional background before entering the world of wine?

After my undergraduate degree in China, I went to France to study international affairs and earned a master's degree there. My time in Paris and the Alps introduced me to the world of fine food and wine. I therefore decided to drastically change my career path in the food and beverage field upon my return to China.

How did your adventure in the wine and spirits sector begin?

After working for Sopexa China, I was editor-in-chief of Wine & Dine magazine. Finally, to provide better branding and marketing solutions to international wine and spirits producers in the Chinese market, I founded my own public relations firm in 2009. I've had clients ranging from renowned brands such as Perrier Jouet, Martell, Bordeaux wineries, Chinese domestic producers, as well as wine organizations around the world, including Wine of Spain, Wine Australia, and Napa Valley Vintners. It's been a fun journey working with these clients, who have shared and interpreted the harmony of human nature through their products.

When and why did you create WINWSA?

The idea was born from a dinner with many extraordinary women working in the wine world at the end of 2019. Many women now hold important roles in the beverage industry, but there was no award dedicated to them. I think we were at a crossroads for this business, and what I think is important is providing a platform that the unsung heroes of wine and spirits deserve.

WINWSA was founded to recognize, connect, and honor the accomplished women professionals who have helped shape the wine and spirits industry today. Over the past four years, WINWSA has awarded 57 honorees, and over 500 nominees have participated. We have brought together women in the industry from over 20 countries and regions around the world.

What is the approach of women in Asian markets towards wine and spirits?

Asian drinking culture is heavily male-dominated, and spirits (such as shoujiu and baijiu) in Japan, South Korea, and China are mostly consumed by men. Women are particularly notable for their wine consumption. A 2022 survey showed that women accounted for 47% or more of wine buyers in Asia. Wine is strongly linked to lifestyle rather than simply being a beverage. It is "exotic" compared to shochu, baijiu, or any other strong spirit, sectors still dominated by men in Japan, South Korea, and China. Wine can therefore be considered a breakthrough for women who want to position themselves.

How are Italian wines perceived?

Italian wines are perceived as an attractive and diverse world, and native grape varieties are receiving a lot of attention. They can be positioned in various price ranges, from premium to more accessible, and this is an element in their favor.

Women and Gender Equality: Where Are We in Asia?

In recent decades, women in Asia have made great strides in career development. We've seen more and more female executives collaborating respectfully. In China in particular, I'd say women have been encouraged to pursue career independence over the past 20 years, more so than in South Korea and Japan. The debate about career-life balance isn't over, but this issue is rarely raised with men. And this is an important step forward.