Wine has long been perceived as a male-dominated world. For centuries, symbolic authority, from inheritance in family domains to the role of the “master winemaker”, has largely been coded as masculine. Women were present, often as vineyard workers or “wine widows” taking over after a husband’s death, but their visibility and recognition were limited. Today, the landscape is changing. In some oenology programs, women now make up the majority of students, and in countries such as Spain and Italy, close to a third of wineries are led or owned by women. Yet this presence is not evenly reflected across positions of leadership and prestige.
The Rise of Women in Wine
The question is how their journeys unfold, what barriers remain, and how the industry, from vineyards to restaurants can evolve to better recognize and support their role.
At the latest Alliance for Research in Wine and Hospitality Management (ARWHM) conference, organized by Philippe Masset (EHL) and held at EHL Hospitality Business School in May 2025, a special focus was placed on gender in the world of wine.
A panel discussion was held to discuss the current landscape and recent developments, moderated by Alicia Gallais (PhD Candidate at KEDGE Business School and the University of Naples Federico II, now Assistant Professor at Burgundy School of Business), whose PhD thesis focuses on consumer perception of gender in the wine industry. Panel members included Valentina Andrei (independent wine producer in Valais), Florine Livat (Associate Professor at KEDGE Business School, whose research focuses on the place of women in the wine industry), Malika Pellicioli (independent filmmaker whose documentary “Blend” focuses on four women pursuing the Master of Wine title), and Teona Floare (sommelier at the Michelin-starred restaurant Le Berceau des Sens at EHL).
The panelists reflected on women’s careers in the wine world, exploring challenges, sources of support, and the influence of gender on professional relations and consumer perceptions. Here we summarize some of the key insights that emerged from this conversation for wine professionals and enthusiasts alike.
Challenges of Being a Woman in Wine
Winemaking requires physical stamina, but as Valentina Andrei reminded us, this does not make it a male-only profession. Women are fully capable of running a cellar. Yet maternity remains a major challenge, especially during harvest and vinification, when long hours collide with family responsibilities, which are still largely carried out by women in many societies. The sentiment is seconded by Malika Pellicioli’s documentary Blend. Following Swiss women pursuing the coveted Master of Wine title, she found that they combined careers, family, and studies with great determination. Unlike men, whose attrition rates are higher, these women almost never abandoned the program once they had invested money and time away from their families.
In service roles, the barriers take different forms. Sommelier Teona Floare spoke about imposter syndrome and the constant pressure to prove she was fully capable. She felt the need to collect diplomas to shield herself against doubt: her own, and that of others.
Florine Livat connected these testimonies to broader research. In male-dominated sectors, imposter syndrome is well-documented, and wine is no exception. She also pointed to subtle but damaging stereotypes. Female students looking for internships or jobs report being discouraged from export roles because “travel would be incompatible with family life,” or told they needed to be “knightly” to sell wine. Even when not explicit, these biases shape careers.
The Power of Support Systems to Lift-Up Women
Support networks often make the difference between persistence and withdrawal. Valentina Andrei began her career with the guidance of Marie-Thérèse Chappaz, one of Switzerland’s most respected winemakers. That mentorship was beneficial, yet so was the need to step out and define her own identity as a producer.
For Teona Floare, role models such as Julia Scavo, Best Sommelier of Romania in 2018, proved that international success was possible. Seeing another Romanian woman on the global stage transformed ambition into something tangible.
Florine Livat added that this reliance has grown into structured networks. Across regions, women’s associations are multiplying, offering mentorship, collaboration, and visibility in a sector where such spaces were long absent.
A Focus on Professional Relationships
Valentina Andrei illustrated how gender can permeate even the smallest encounters. In the vineyards, she noticed that neighbors would step aside for her brother’s vehicle but not for hers, a subtle signal of whose presence was taken more seriously.
Malika Pellicioli connected these patterns to the world of haute cuisine, which is often intertwined with wine and is also male-dominated. In kitchens, harsh management styles can still prevail, and women who reach leadership positions sometimes reproduce these behaviors in order to appear credible. The cycle, documented in psychology and management studies (for details, see research by Alice Eagly and Wendy Wood), reinforces rather than dismantles a culture of aggression.
Some experiences, however, are far from subtle. One winemaker, interviewed on the phone prior to the panel, described being asked by other producers, all of them men, at a wine fair to prove she really made the wine by showing her hands. Florine Livat pointed to more serious risks in professional settings where alcohol is present. Testimonies gathered by Paye Ton Pinard, the French association aligned with the #MeToo movement, reflect the harassment and vulnerability many women often face during fairs and tastings.
Consumer Perception of Women Working in Wine
Do consumers care about the gender of the person making or serving the wine? At the Michelin-starred Berceau des Sens, Teona Floare believes her gender has not influenced guest interactions. But her Romanian accent, she added, has sometimes affected perceptions of her authority, raising broader questions of ethnicity and cultural dominance in wine.
Research by Alicia Gallais and Florine Livat suggests that gender stereotypes may shape consumer behavior, though the evidence remains preliminary. Interestingly, some women still avoid putting their own names on wine labels, choosing instead to highlight those of fathers, husbands, or grandfathers, even when they are the actual winemakers.
The Future of Women in Wine
The stories shared in this panel discussion reveal both the progress and the persistent barriers women face in the wine industry. Yet the road ahead is not a smooth one.
The next challenge is not only to ensure equal access to careers, but also to transform the culture of wine so that gender, ethnicity, or family background no longer dictate credibility. This requires more research, stronger networks, and above all, a collective commitment across the industry.
The question is not whether women and other minorities belong in wine. The question is how the sector can evolve to fully recognize their essential role in shaping its future.
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