10th April, 2014 by Lauren Eads
A Brit’s “perfect bottle” is red, Australian, from a big name brand, has a screw cap, costs on average £5.83 and is bought from a local supermarket, according to a recent survey by Cobevco.
The survey, carried out by specialist wine bottler, Cobevco, found that of the 2,000 consumers surveyed 80% now buy their wines exclusively from supermarkets, and that their ideal bottle is usually part of promotion or multi-buy dealing fuelling the stereotype of bargain Brits.
Earlier this week figures revealed the vast majority of UK wine is sold for little more than a fiver with most Brits unlikely to pay any more than £6 a bottle.
Cobevco’s survey found that only 6% of Brits purchased their wine at an off-licence, which the report said suggested convenience, and “having everything in the same place”, was a major driver of wine purchases.
While European wine from producers in France, Spain and Italy remained popular, New World wine, in particular those from Australia, were streaks ahead with one in five surveyed declaring a preference for Australian wines.
More than half of respondents said they would be happy to forego a corked bottle in favour of a convenient screw top.
The survey has formed the basis of this infographic which Cobevco believe is the currently most favoured style of wine with British consumers.
Gillian Walters, sales and marketing director at Cobevco, said: “The results of this research really do give us an insight into how changing consumer habits are affecting producers, importers and merchants. Supermarkets have become major players in the wine market, as consumers are increasingly prioritising convenience and price over the expertise of wine merchants and off licences.
“What’s particularly interesting is that shoppers are now demanding high quality wine from far flung producer countries, but for an affordable price. As supply chain technologies advance and overseas producers begin to embrace the cost benefits of bottling in the UK, we’ll begin to see even more top notch yet affordable New World wine hit our shelves.”