The world of wine, for a few years now, has been highlighting the feminization of its sector. It is no longer rare for a father to hand over his daughter to his daughter upon retirement. Little by little, the idea that working in the vineyard and making wine is a man’s job has vanished. This is good news for women passionate about wine! This evolution is praised by the media, brands that do not hesitate to showcase successful women in the world of wine. Enough to bring the wine product into line with the social demand for gender equity in society. This marketing process is also carried out by many companies. And the cause of women is used as a brand value whose foundation is left to the sole arbiter of the company itself. This method begins to be denounced under the word of “fem-washing” or “washing feminism”, a parallel with “green washing”, a marketing process which consists in suggesting that a company is firmly committed in the environmental transition. And isn’t there a hint of “fem-washing” in the wine world? Data from the MSA show that the wine sector is far from being the most feminine of agriculture. And that open women are more likely to have access to a precarious job. Far from what some would like to show of the wine industry which exploits a largely feminine vinic semiology to contextualize wine in a social struggle that does not really see anything. In reaction to this practice, groups of winegrowers are formed, posing for what they are, professionals. They try to explain that there is no such thing as a feminine taste in wine, but the idea does not completely disappear. They try to get rid of clichés and claim their uniqueness. These groups are then often seen as commercial task forces to sell, or female manipulation to gain a foothold in a market. The eg is at the center of the profession of winegrower who values his personality, his heritage, his heritage, his technicality through his product. However, the ego is not a strong female value. Benevolence, concern for others and fairness are much more feminine. By promoting its benevolent management, its family involvement, its concern for fairness in working with suppliers or customers; the winegrower will place her product in positive values which gradually grow in society, especially in the young generation. An opportunity for winegrowers to be seen as professionals? And nothing else.
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