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News
Branding not important for UK wine consumers
UK consumers are generally un-swayed by branding when it comes to picking a wine off the shelf, according to a new report.
Figures from the Wilson Drinks Report (WDR) show that only 3% opt for the brand over any other factor.
“What is also very interesting is that grape variety is more important in shoppers’ decision making than either country of origin or brand,” said Tim Wilson, managing director of WDR.
According to the research, 9% of shoppers said they decide on their choice of wine by grape variety, while 6% went for country of origin.
The quarterly WDR report claims that 47% of British adults who buy wine for themselves or others in supermarkets or off-licences said that the first thing they decide upon is colour.
Price was also found to be important, with 18% shoppers saying that it was special offers that initially drew them to a particular bottle and 13% said they chose the retail price primarily.
Research findings were gathered through a monthly online consumer panel run by YouGov of approximately 2,000 British adults.
Alan Lodge, 16.02.2011