The perception of the food and beverage business as being male dominated is changing, thanks in part to programs like E. & J. Gallo’s new Women Behind the Wine initiative. Billed as a multi-faceted campaign focused “on the advancement and achievements of women in the industry,” Women Behind the Wine will deliver vital scholarships to women studying fields related to the industry while celebrating the successes of women in leadership positions. The program will also encourage consumer involvement through an opportunity to support the program via purchases of certain brands.
Joe C. Gallo, Vice President of LUX Wines and Channel Marketing expressed his excitement for the program recently, saying "There is a tremendous opportunity to support women wanting to enter the industry or advance their careers in wine and spirits," adding, "Our field is complex, challenging, and most importantly, growing. Women Behind the Wine empowers women with meaningful educational experiences and champions a more innovative and inclusive category."
Getting Ahead with Women Behind the Wine
Gallo recognizes the importance of education in bringing change to our industry. Through a grant to the Women of the Wine & Spirits Foundation, the company will distribute $100,000 in scholarships for a wide range of pursuits. For example, the program will help women working toward a Master Sommelier certification, students in enology programs at university, and other pursuits in the food, wine, spirits, viticulture and hospitality industry.
To help encourage other women to consider careers in wine, Gallo will also support an ongoing campaign to celebrate women in positions of leadership within the industry. The program will put the spotlight on the most inspiring female leaders in the industry today through in-store displays, trade events, print media, and campaigns on social media to share the diverse and motivating stories of these incredible women, and encourage others to follow in their footsteps.
Gallo will also partner with retail and on-premise locations to generate consumer involvement through the “Buy Wine, Fuel Dreams” program, which will encourage conversation and networking among women, building the support systems necessary to support future generations of female leaders.
Start the Conversation
Find out more about the Women Behind the Wine initiative at Gallo’s Wine Dialogues site, on Facebook, or Instagram. You can also check to see what’s happening on social media by following #WomenBehindTheWine or join in the conversation. Breakthru is proud to support Gallo’s important work in this area, and to bring their portfolio of incredible wines to business throughout North America.