The wine industry, considered to be male-dominated, has seen a growing share of women winemakers. Using a randomized … online experiment, we investigate how the producer's gender influences consumers' willingness to pay for the wine. Gender can … be identified either from the first name of the producer or from a gendered group of wine producers. Using a Tobit and a …

Consumer segmentation is very relevant in the design of wine marketing strategies. Previous studies showed that there … is a relationship between the consump-tion situation and the willingness to pay for a bottle of wine. In this sense, the … consumers and further improve the knowledge of wine marketeers and deci-sion makers in the wine industry about them. …