Wine drinkers value expertise and variety of choice over price, says WSTA

31st March 2010, 9:36am

Wine drinkers value expertise and variety of choice above price, according to a research commissioned by the Wine Spirit and Trade Association (WSTA).

While most British adults buy their alcohol from supermarkets (74% for general consumption), specialist shops and local wine merchants are more than twice as likely to be used for special occasions (8%) than for general consumption (3%).

And drinkers aged 45 and over, especially women, are least likely to buy from their local wine merchant.

This research suggests there is scope for specialists and wine merchants to increase the marketing of their business to wine drinkers, whose emphasis on variety and expertise contrasts with other drinkers' focus on convenience.

WSTA chief executive Jeremy Beadles said: "The Market Report aims to provide WSTA members with the latest facts and figures on sales and consumer spending together with insight from exclusive polling of British drinkers.

"Our fist edition shows that there is scope in today's market for specialists and local wine merchants to exploit their strength in terms of offering expertise and a wide variety of choice to wine drinkers.   I hope WSTA members find the report informative and useful."

The YouGov poll is part of a new quarterly report available free to WSTA members and commissioned from Tim Wilson, author of the Wilson Drinks Report.

Related Articles:

• 28 Oct 2009 - WSTA signs agreement with cider makers
• 18 Aug 2009 - WSTA to host low alcohol wine forum
• 13 Aug 2009 - WSTA warns mandatory code is not the solution

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