Women as decision‐makers in the Australian wine industry, 1960s–1990s

Abstract In the early 2000s international business scholar Ann Matasar declared of the rapidly globalising grape wine sector that no other industry had ‘so resolutely excluded women from positions of influence for so long.’ Following Florine Livat and Clara Jaffré that women on the supply side of wine remain understudied, this article draws upon a large‐scale oral history project (Treading Out the Vintage 2000–2003) to make visible women as industry decision‐makers between the 1960s and 1990s. This qualitative data set nuances Matasar's findings about the relatively limited opportunities for women to exert industry influence in a historically male domain. With family farming as the main entry point to the Australian industry, few women became decision‐makers in this era, compared with women in urban sectors of the economy that benefited from gains in gender equality. Women who attained industry influence demonstrated enthusiasm and resilience while experiencing sexism and, often, balancing reproductive and domestic labour with agricultural business.