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Red wine drinkers could save on-trade

Wine drinkers spend more when they go out, says new research from WDR

Red wine drinkers spend £17.68 each time they go out, more than any other type of drinker, according to new research published by the Wilson Drinks Report (WDR). The results are based on research carried out by YouGov for WDR and are contained in the fifth edition of WDR. A total of 5,432 British adult drinkers took part in online omnibus panels between September and November 2010.

Tim Wilson, managing director of the Wilson Drinks Report commented: “Whilst our analysis shows that wine drinkers tend to go out less than lager or bitter drinkers, wine drinkers do spend the most each time they go out. The trick for pub, bar and restaurant owners is to encourage wine drinkers to go out more often and to make sure they maintain their average spend per trip.“

Lager (£56) and bitter (£54) drinkers tend to spend the most going out each month. But they also go out far more than other types of drinker, which brings their average spend per trip down.

The research in WDR also analyses who mostly drinks at home or at a friend’s house. Most likely to drink at home are red wine drinkers (86%), least likely are bitter drinkers (39%).

Choice of outlet
87% of British adult drinkers go on some form of night out, according to WDR. But where do they like to go?

37% of British adult drinkers typically go to a restaurant when they go out, according to new research from WDR. Drinks led pubs were the 2nd most popular choice (32%), followed by food led pubs (26%).

Tim Wilson commented: “Although restaurants came out top overall, our analysis of the research shows a big difference in behaviour between wine drinkers and the rest. Those adults who mostly drink wine tend to go to places where food is the main focus : restaurants, food led pubs and gastro pubs. Lager, bitter, cider and spirits drinkers, on the other hand, prefer to go to drink led pubs. This split has profound implications for the relative success and profitability of pubs, bars and restaurants.”

The research also shows that red wine drinkers (18%) are more likely to go to gastro pubs than any other type of drinker.

Wilson noted: “Many analysts regard gastro pubs as the most likely pub format to survive the incredibly tough trading conditions that we face in the UK. It seems that red wine drinkers again hold the key to saving many of our pubs, bars and restaurants.”

About the Wilson Report
The Wilson Drinks Report is a research-based business report focused on the key issues in the world of UK drinks. Published each quarter, WDR wraps together primary consumer research findings with expert analysis, insight and commentary. WDR is funded by subscriptions and is independent of any drinks producer, retailer or trade association.
Research findings are gathered through a monthly online consumer panel run by YouGov of approximately 2,000 British adults (aged 18 and over).
All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 6,503 adults. Fieldwork was undertaken between September and November (in 3 waves). The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).