Teneral Cellars is a purpose-driven, women-owned winery and it is committed to addressing gender inequality in the wine industry with its newly launched Disrupt Now Collection. The release of the three new bottles coincides with Women's History Month and they bring attention to the fact that "Only 10% of winemakers are women, and a scant 0.1% of all winemakers are Black. In the wine industry at large, female sommeliers make only 70 cents for every dollar that their male counterparts earn."
Despite women making 67% of all wine purchases, the industry doesn't reflect its largest customer. This is being remedied in partnership with the Women of the Vine & Spirits Foundation, which will manage the scholarship fund for women pursuing wine industry careers and education.
Gender Equality Wine Collections
The Disrupt Now Collection Exposes Wine Industry Inequality
Trend Themes
1. Gender Equality in Wine Industry - Wineries and vineyards can disrupt the norm in the wine industry by promoting and hiring women and black winemakers. This can provide a unique perspective and improve operating standards in the industry.
2. Purpose-driven Marketing - More brands are tapping into the purpose-driven market, creating products or services that align with their values can attract customers who share the same cause, and can create trust and loyalty among customers.
3. Social Responsibility - Companies are incorporating social responsibility into their business model by supporting, launching, or partnering with foundations that provide scholarships or funding for minorities and women who wish to pursue careers in the wine industry.
Industry Implications
1. Wine - Wineries and vineyards can disrupt the norm in the wine industry by promoting and hiring women and black winemakers. This can provide a unique perspective and improve operating standards in the industry.
2. Marketing and Advertising - More brands are tapping into the purpose-driven market, creating products or services that align with their values can attract customers who share the same cause, and can create trust and loyalty among customers.
3. Non-profit - Foundations and non-profit organizations that provide scholarships or funding for minorities and women who wish to pursue careers in the wine industry can collaborate with companies to promote diversity and inclusion while supporting their mission.