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Research highlights wine merchant opportunity

Research commissioned by the WSTA into patterns of wine-buying highlights the scope for specialist retailers and independent wine merchants to boost their marketing effort.

A YouGov poll* shows that wine drinkers value expertise and variety of choice above price, yet over half (53%) do not buy wine from their local merchant.

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%).

Perhaps surprisingly the research also shows that drinkers aged 45 and over, especially women, are least likely to buy from their local wine merchant.

The 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.

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.

The WSTA market report is launched today and contains:

"       The latest Nielsen/IWSR sales figures
"       UK retail prices and alcohol spending data
"       Customs and Excise reference data on alcohol volumes and duty levels
"       Liv-Ex fine wine trading index
"       Exclusive WSTA opinion polling from YouGov survey of British drinkers

WSTA CEO 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 drinkersl."

*Polling data is from the YouGov Omnibus Panel and is based on a sample of 1,687 British adult drinkers

The WSTA is the UK organisation for the wine and spirit industry representing over 320 companies producing, importing, transporting and selling wines and spirits. It campaigns to promote the industry's interests with governments at home and abroad. And works with members to promote the responsible production, marketing and sale of alcohol.


1 March 2010 - Felicity Murray