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International Journal of Hospitality Management

A WSU-led experimental study showed that women were more inclined to purchase wine that had labels with feminine gender cues like the one on the left. A feminine label also influenced their expectation that they would like the wine better.

Women are more inclined to purchase wine with feminine labels

Ashwini Sakharkar

3 Oct, 2024

Winemakers may want to pay as much attention to what's on the bottle as what's in it.

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