Good News - Over a Quarter of Wine Drinkers Would Pay More than £10 per Bottle
Posted on Tue 15th Dec 2015 at 12:31
A recent Mintel survey has found that 28% of wine drinkers would spend more than £10 on a bottle of wine, and a further 7% would spend more than £20.
This is excellent news for retailers concerned about the demand for wines that put price before quality, and the rise of the £5-£10 bottle so commonly sold in UK supermarkets. The Mintel survey also investigated consumers’ attitudes towards sparkling wine. There was a large divide between Champagne buyers and sparkling wine buyers, with 64% of Champagne buyers prepared to spend more than £20 per bottle, compared to just 16% of sparkling wine buyers. Consumers were far more likely to spend their money on Prosecco than on other sparkling wines, including Cremant, English sparkling wine and even Champagne. Although 24% of wine buyers were interested in trying new sparkling varieties, this does not seem to have manifested itself in sales.
As Chris Wisson, Senior Drinks Analyst at Mintel told The Drinks Business: “Many sparkling wine buyers are only prepared to go up to £20, which provides an interesting story on people’s willingness to trade up. There is consumer interest in finding out what the ‘next Prosecco’ might be, but Cremant and Moscato are still not really building momentum in the UK. They simply haven’t cut-through and most people still wouldn’t know what they really stand for. Prosecco has managed that cut-through and continues to thrive.” The survey also found that consumers placed the highest importance on colour and grape when they buy wine. Country of origin was not seen as such an important factor by consumers, although wines from France were perceived far more favourably than those from Australia or Germany.
Overall, the results suggest that retailer's education campaigns may be having an effect on consumer understanding on value in wine. Signature Wines is dedicated to finding quality affordable wines and the Stobi range falls nicely into this popular price bracket. Time to drink a toast to ourselves, perhaps?