ELTHAM'S Jane Thomson's novel idea to hold a women, wine and shoes event as part of Aussie Wine Month created such a stir, it attracted the ire of several Australian wine industry stalwarts.
"We copped a lot of flak for it," Ms Thomson said.
Apparently they couldn't see the fun side of a women-only event which paired ladies fashion with good wine.
"We were accused of 'dumbing-down' wine... like wine has some kind of innate intelligence that should be protected," Thomson said.
The event generated so much "controversy" in wine circles that one of Australia's most prominent wine writers, Max Allen, analysed the reaction in his weekly column.
Ms Thomson said she was surprised by the reaction, but it simply highlighted the reasons why she started her women-orientated wine education brand 12 months ago, The Fabulous Women's Wine Society.
She said women accounted for 62% of wine purchases in Australia, but was marketed mainly to men.
"Wine is still very much a male dominion," she said.
"And when wine brands have tried to actively market to women, I don't think they've done a brilliant job - it almost seems like there's been a 'panel of guys' to decide how to market wine to women."
A seasoned copywriter and marketer, since launching her business she's run women-only wine events in Melbourne, Sydney, and Brisbane, is in contact with over 6500 female wine lovers and gets 20,000 people a week interacting with her brand on Facebook.
"We're getting plenty of women coming along to our events... who haven't necessarily ever felt comfortable about going to wine events before or talking about wine even though that's something they quite enjoy," she said.
"And I think it's good when you're causing a few feathers to ruffle," she laughed.
FOR FABULOUS WOMEN
After a string of sold out events in the major capitals, she's taking her Fabulous Women's Wine Soiree to Newrybar's Harvest Cafe, on Thursday, July 18 from 6:30pm.
For more information go to fabulousladieswinesociety.com.
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