Consumers upgrade to drink at home

Wine drinkers in the UK are now happy to spend more on a bottle of wine to drink at home.

Research has revealed a 30% increase in the number of regular wine drinkers who are now paying more than £7 per bottle for a wine that’s destined to be drunk at home.

Commenting on the survey, the Wine and Spirit Trade Association’s (WSTA) chief executive, Jeremy Beadles, said: "The figures suggest that while consumers may be going out less they are spending more on a bottle of wine to drink at home.

"No doubt some of this stems from price increases driven by tax and other factors but it also fits into a pattern of consumers enjoying wine at home with a meal instead of going out."

The research, which was conducted by Wine Intelligence and commissioned by the WSTA, also demonstrated that consumers are increasingly willing to consider wines with alcohol levels lower than 12.5% abv.

The survey also confirmed that 56% of wine drinkers say they regularly drink Pinot Grigio compared to 43% three years ago, while over the same period, the number regularly drinking Chardonnay has dropped from 71% to 63%.

Rosé now accounts for 18% of wines consumed by UK regular wine drinkers, up from 10% in 2007, with white wine deemed “the loser” as its consumption has fallen from 45% to 37%.

Finally, the survey revealed that the number of people saying they drink wine most days or every day continues to fall – from 17% in 2007 to 12% today.

Jane Parkinson, 24.05.2010