Wine Divas launch Nederburg Auction

Browne, an IT specialist who works in the medical insurance industry, is to make her presentation with three of her co-founders, Karen Holmes Ward, a television host and producer; Paula Wright, an owner/operator of several McDonald's franchises; and Carolyn Golden Hebsgaard, who heads her own consulting group representing some top law firms in the US.

The four established Divas Uncorked in 1998 in Boston with six other women and have since gone on to establish a collaborative consortium that works with wine producers to promote wines amongst women and minorities.

They have captured the attention of the wider American public and have been featured in national US publications such as Newsweek, the Wall Street Journal and Ms magazine, as well as in many leading metropolitan newspapers.

Divas Uncorked now stages an annual conference on wine and entertaining with wine for women in Boston and has also initiated a scholarship for women and people of colour to study wine. In addition, the group is planning to launch its own wine brand and publish a book on what the members have learned about wine, food and lifestyle.

Misti Fowler, brand development manager for Nederburg, the headline sponsor of the auction, says: "With women accounting for the majority of wine purchases in all the major markets, we thought it opportune to invite a speaker who not only represents female consumers but is also from the market widely held to offer the greatest potential for wine producers worldwide."

Wine has surpassed beer as the most popular alcoholic beverage in the US and an International Wine & Spirits Record study commissioned by Vinexpo projects that by 2008 the US will be consuming more wine than any other country in the world, outstripping even France and Italy. US wine sales are expected to rise to 3,69bn bottles in 2008, with annual per capita consumption amongst adults increasing to 17,5 bottles a year. In contrast, South Africans consume less than 11 bottles (8 litres) a year.

Fowler says that while statistics vary, a recently published Gallup Poll found that women purchased 55% of wine consumed in the US. A survey conducted by the Wine Market Council showed 56% of US wine drinkers were female.

"There are claims made that women account for as much as 60% to 70% of US wine consumption. Whatever the actual figure, it is clear the impact of women on burgeoning wine sales cannot be ignored."

Fowler believes the work the Divas had been doing in demystifying wine and making it more accessible to more people would be of invaluable support to South Africa in growing the domestic market.