The eight types of UK wine drinker revealed

Confident Enthusiasts

Confident Enthusiasts pick wine over beer, cider and spirits when they socialise, dine and relax, and they have both a high interest in and knowlesge of wine. A dream consumer for indie merchants, they are hungry to learn about wine in all its guises, including fortified, sparkling and dessert wines, but will have their favourites and tend to stick to the big name brands where they feel on familiar ground. Fans of innovation and creativity, they can easily be swayed by a trendy new wine label and do most of their shopping for same-day consumption.

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