Uncovering the motivations behind wine buying

Recent data shows that while consumers have clear preferences about what they want from a wine in theory, their actual choices at the point of purchase tend to be influenced by more immediate factors.

The figures come from research agency DoILikeIt? who found that while people feel quite strongly when asked about provenance, green credentials, the size of the producer and its production ethics, when faced with an aisle of wines they will most likely be swayed by discount offers and medals on bottles.

Understanding what consumers look for in a wine is complicated enough, says DoILikeIt? director and wine commentator Robert Joseph, so the job of communicating a relevant message to the consumer in a non-patronising way is unsurprisingly a minefield.

While consumers react positively to peer recommendations, including via social media forums such as Facebook and Twitter, are strongly against celebrity endorsement or ownership of brands.  

Joseph will investigate this thorny issue in greater depth at the drinks business Annual Conference on Monday 28 February in central London.

For further details go to www.dbconference.co.uk

db, 21.02.2011