Vinexpo 2003 Living Wine: The influence of lifestyle and life stages on wine drinking in the UK

1
Vinexpo 2003Living Wine The influence of
lifestyle and life stages on wine drinking in the
UK

• June 22, 2003

2
About this research and Vinexpo

• ABOUT THE STUDY
• The Living Wine study is the first piece of
  published market research ever to examine how
  attitudes of British wine consumers change with
  age and life stages.
• It has been commissioned by Vinexpo as part of
  its commitment to the world wine industry in
  general and the visitors and exhibitors at
  Vinexpo 2003 in particular
• ABOUT WINE INTELLIGENCE
• Wine Intelligence is a research-led marketing
  consultancy helping the wine industry gain
  greater insights into consumer and supply chain
  issues. The company publishes its own research on
  important industry topics and runs a press
  analysis service. For more information visit
  http//www.wineintelligence.com

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How this presentation will help you

• We can help you answer three fundamental
  questions about your export strategy regarding
  the UK market
• Is there a market opportunity for your wine in
  the UK market?
• If so, which segments of the market should you
  target?
• How should you position your products to reach
  your intended audience?
• If you are not interested in the answers to any
  of these questions, then this event is probably
  not a good use of your time!

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What makes the UK so special?

• The UK is the worlds largest market for
  imported wine
• Domestic production too small to be a factor
  (unlike most other countries)
• EU single market plus close ties to Commonwealth
  countries (eg Australia, New Zealand, South
  Africa) promotes diversity
• It is also one of the fastest-growing markets in
  the world
• Market value grew by 50 between 1997 and 2002
• Per-capita consumption of still light wine is now
  22 litres (France 55 litres)
• and rate of per-capita consumption growth is
  actually accelerating (13 in 2002 vs 12 in
  2001)
• Where has the growth come from?
• Not price (average price per bottle has stayed
  largely the same)
• Not wine drinking population (the number of wine
  drinkers is actually in decline)
• In fact, growth is being driven by the volume of
  wine purchased and consumed by Heavy Drinkers (
  those drinking a minimum of 3 bottles a month)
• Source AC Nielsen

5
Executive summary

• This study shows that British wine consumers are
  increasingly adventurous and confident
• However men and women have distinctly different
  attitudes to wine
• There also appear to be some minor regional
  differences among consumer attitudes
• And peoples attitudes in general show distinct
  changes with age, marriage and children

6
Research design and method

• Research Objective To investigate the impact of
  age and life stage on the attitudes and behaviour
  of UK wine drinkers
• Stage 1 Quantitative
• Online survey of UK wine drinkers in January 2003
• 980 valid respondents (men and women, 18-65, UK
  residents)
• Demographic and consumption questions
• Followed by 23 attitudinal statements to
  agree/disagree with (1-5 Likert scale)
• Stage 2 Qualitative
• Four focus groups conducted on February 20, 2003
• Discussion guide designed to investigate
  attitudes/behaviours seen in quantitative stage

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Comparing our sample to UK population

• The sample is younger, more affluent and consumes
  more wine on average than the UK wine drinking
  population

UK weekly wine drinking population (source AC
Nielsen)
Living Wine sample

• 51 classed as heavy users
• (consume 3 bottles or more per month)
• 8 in 18-24 segment
• 20 in 25-34 segment
• 27 in 35-44 segment
• 25 in 45-54 segment
• 20 in 55 segment
• Social status
• 37 of wine drinkers are AB
• 32 of wine drinkers are C1
• Purchasing behaviour
• 74 buy in supermarkets
• 26 buy elsewhere

• 76 classed as heavy users
• (consume 3 bottles or more per month)
• 8 in the 18-24 segment
• 39 in the 25-34 segment
• 28 in the 35-44 segment
• 16 in the 45-54 segment
• 9 in the 55 segment
• Social status
• 70 of sample are AB
• 18 of sample are C1
• Purchasing behaviour
• 63 buy in supermarkets
• 37 buy elsewhere

This sample is representative of high-spending,
frequent-drinking wine consumers in the UK
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Wine drinking in the UK by occasion

• The bulk of wine is consumed at home, either on
  its own or with a meal
• However 70 of respondents have bought wine in a
  restaurant in the past three months

9
Wine drinking in the UK spend per bottle

• Average spend per bottle for wine to drink at
  home is 4.92 in this sample
• This rises by 2.27 when buying wine as a gift
  (7.19 per bottle)
• In a restaurant, the average spend is 15.20

10
Wine drinking in the UK by country of origin

• Australian wine is the most popular with this
  sample
• However more than half the sample say they have
  consumed wine in the past three months from
  Australia, France, Italy, South Africa,
  Argentina/Chile
• 47 of respondents think that the country or
  region a wine comes from is important

11
Attitudes to wine Highlights

• UK wine consumers are adventurous. . . .
• Two thirds of the sample would rather try
  something new than stick with their usual wine
  purchase
• 71 do not stick to well-known brands when
  purchasing wine
• . . . Increasingly confident. . .
• Nearly half the sample pay attention to the grape
  variety when choosing a wine to buy
• Only 1 in 3 ask for advice in a retail setting
• Three quarters of respondents say they feel
  comfortable and confident when buying wine to
  drink at home
• . . . And wine is playing a more central role in
  their lives
• Over half the sample agree that wine is a more
  important part of their social life than it used
  to be
• Two thirds say they drink more wine now than they
  used to
• 56 feel that knowing a lot about wine is
  important

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Attitudes towards wine some definitions

• A respondents views on a series of statements
  yields a set of attitudes
• Grouping these statements together across the
  sample gives us a set of factors which we can
  use to define these attitudes

• Wine buff
• Choose by grape variety
• Thinks wine knowledge is important
• Believes that the wine chosen is an extension of
  self
• Wine importance
• Wine more important in social life
• Drinks more wine than previously
• Price sensitive
• Buys on special offer
• Price is the most important decision influence
• Self confident
• Comfortable buying wine
• Does not ask for advice
• Conservative
• Sticks to well-known brands
• Prefers to stick with wine repertoire

• Impressionable
• Listens to friends and the media when deciding
  what wine to buy
• Impulsive
• Wine purchases are typically unplanned
• Not fussy
• Less involved with purchases
• Tends not to worry about a wines country or
  region
• Health-conscious
• Drinks wine because believe it is a healthier
  alternative
• Shop Loyal
• Tends to go to the same shop when making wine
  purchases

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Overall Attitudes Selection Criteria
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Gender differences men are from Mars. . .

• Men and women have different takes on almost
  every aspect of wine
• The significant findings are
• Male drinking habits tend be influenced by the
  health benefits of wine
• Women tend to be more price sensitive

More
Less
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Regional differences north vs south

• People from the north of England have a
  marginally different outlook on wine compared
  with their southern counterparts
• The significant findings are
• Northerners are more price sensitive
• Those in the south meanwhile tend to be more
  loyal to particular shops

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How getting older affects attitudes towards wine

• As one gets older, one generally moves from

Middle age 45-55
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Inside story wine conservatism

• There are distinct ebbs and flows in respondents
  inclination to stick to wines they know and/or
  trust
• After an early experimental phase (late 20s and
  early 30s), the wine drinkers repertoire
  solidifies
• Adventurous behaviour returns in early-to-mid
  50s, and then disappears for good at around 60

18
Wine drinking within different life stages

• Analysis frame using a version of the Family Life
  Cycle Model (Wells Gubar, 1966)

Married, under 45, young child
Married, child between 6 and 20
Married, 45-64, child over 20
Single, under 45, no child
Divorced or separated
Married, under 45, no child
Married, 45-64, no child
Seniors (65 and over)
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Single, under 45, no children attitudes

• Singles are more likely to listen to media/expert
  recommendations, buy on impulse and try to
  improve their wine knowledge
• They are less likely to be price sensitive, shop
  loyal or interested in the health implications of
  drinking wine

More
Less
Wine buff
Wine importance
Price Sensitive
Self Confident
Conservative
Impressionable
Impulsive
Not fussy
Health-conscious
Shop Loyal
90
95
100
105
110
20
Singles behaviour

• 24 more likely to be white wine drinkers
• More likely than the other segments to purchase
  from
• New Zealand by 70 (169),
• Argentina/Chile by 30 (129)
• They do a lot of drinking out of home
• 3 times more likely to drink wine in the pub
  (290)
• 2.5 times more likely to drink wine in
  restaurants (230)
• Twice as likely to purchase wine in off-licence
• Biggest spenders on wine for home consumption,
  gifts and in restaurants
• Sometimes out of curiosity Ill try this wine or
  that one and if I like it, Ill tell my friends
  its a good one and to go buy it - Female 25-34

21
Married, under 45, no children attitudes

• Marrieds without children are even less
  interested than their single contemporaries in
  the health implications of wine drinking
• They are also less concerned with where a wine
  comes from though they remain impressionable and
  experimental

More
Less
Wine buff
Wine importance
Price Sensitive
Self Confident
Conservative
Impressionable
Impulsive
Not fussy
Health-conscious
Shop Loyal
22
Married, under 45, no children behaviour

• A third more likely than the average to purchase
  from New Zealand (133)
• More likely than average to do their drinking in
  social occasions and at restaurants
• 30 more likely to purchase wine in off-licence
• Second highest per-bottle spend overall for home
  consumption and gifts
• In the summer I sit out on the patio in the
  sunshine with a cold glass of wine. We always
  have wine cold in the fridge and neighbours pop
  round because they know weve got wine on the go
  and well just carry on into the evening - Male,
  35-44

23
Married, under 45, child under 6 attitudes

• The arrival of children causes a significant
  change in attitude
• New parents become more price sensitive, less
  confident and more conservative in their
  relationship to wine
• However wine is still an important part of their
  lives

More
Less
Wine buff
Wine importance
Price sensitive
Self Confident
Conservative
Impressionable
Impulsive
Not fussy
Health-conscious
Shop Loyal
24
Married, Under 45, Child Under 6 behaviour

• This group is a third more likely to drink wine
  at home on its own
• Compared to the average, this group shows a
  strong tendency to purchase wines from
• America (nearly twice as likely)
• France (20 more likely)
• Curious double peak in restaurant spending
  less than 10 per bottle (possibly as part of a
  family meal) or over 15 per bottle (possibly a
  treat meal)
• Third-highest spenders after Singles and Marrieds
  without children
• With small children we socialise more at home
  rather than going out. We bring wine round to
  each others houses as we know what we all like.
  When we were younger wed have gone to a
  restaurant or pub but you cant with kids -
  Female, 35-44

25
The parent trap less time for wine

• The biggest changes in attitude between singles
  and parents occur in the brain and the budget
• The high involvement and impressionability shown
  by singles almost disappears when they become
  parents
• Instead they become more shop-loyal, conservative
  and price-conscious

More
Less
Wine buff
Wine importance
Price sensitive
Self confident
Conservative
Impressionable
Impulsive
Not fussy
Health conscious
Shop Loyal
90
95
100
105
110
Single, lt45, No Child
Married, lt45, Young Child
26
Married, child 6-20 attitudes

• As children (and parents) get older, confidence
  in wine buying returns
• However members of this segment are less likely
  to entertain thoughts of being a wine buff than
  their younger or childless peers
• Price sensitivity is increasing and
  impressionability is decreasing

More
Less
Wine buff
Wine importance
Price sensitive
Self Confident
Conservative
Impressionable
Impulsive
Not fussy
Health-conscious
Shop Loyal
27
Married, child 6-20 behaviour

• More likely to be red wine drinkers (113)
• Country preferences
• One and a half times more likely than other life
  stages buy German wine (154)
• Over 20 more likely to purchase wine from the
  USA
• 30 more likely to drink wine at home on its own
• Are more likely than other life stages to
  purchase on cross-Channel trips (168)
• Sometimes on a Friday, after a tough day at
  work, I take wine and a glass, run a bath and
  lock the door to the bathroom, thats the only
  place I can escape to - Female parent, 35-44

28
Married, 45-64, empty nest attitudes

• As children leave home, parents become more
  health-conscious
• People in this life stage are increasingly price
  sensitive
• They are more likely to pledge loyalty to a
  retailer, but less likely to be swayed by a
  recommendation or buy something on the spur of
  the moment

More
Less
Wine buff
Wine importance
Price sensitive
Self Confident
Conservative
Impressionable
Impulsive
Not fussy
Health-conscious
Shop Loyal
90
95
100
105
110
29
Married, 45-64, empty nest behaviour

• More likely to be red wine drinkers (118)
• Country preferences
• Twice as likely than other life stages to
  purchase wine from Spain
• Also bias towards South Africa (123) and France
  (117)
• More likely than younger peers to drink wine at
  home with meal (160)
• Enjoy purchasing wine on the Internet or by mail
  order (142)
• Inclined to choose wines at low to moderate price
  points across all occasions
• At the end of the day, if you enjoy something,
  no matter what its price, then thats the most
  important thing, as long as you enjoy it. I think
  its like everything, you know, just because its
  expensive doesnt always mean that its good -
  Male parent, 55-64

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Married, 45-64, no child attitudes

• Unlike their peers with children, people in this
  segment take their wine very seriously
• Childless couples are less likely to be price
  sensitive, more experimental, and very keen to
  become connoisseurs
• Whilst more likely to buy on impulse, they have
  very specific tastes in wine

More
Less
Wine buff
Wine importance
Price sensitive
Self Confident
Conservative
Impressionable
Impulsive
Not fussy
Health-conscious
Shop Loyal
31
Married, 45-64, no child behaviour

• Country preferences
• Twice as likely to buy Spanish (cf parents 45-64)
• 50 more likely than average to buy from France
• South Africa and Italy also show strong positive
  biases
• More likely to be frequent wine drinkers and do
  most of that drinking at home with a meal
• 3 times more likely than the other stages to
  purchase wine on cross-channel trips (297)
• High spend per bottle in restaurants
• I drink at home nearly every night. I sit down,
  open up a new bottle and usually finish off a
  bottle over cooking and dinner. I tend to unwind
  with wine rather than a gin and tonic - Male,
  45-54

32
Legacy of parenthood a permanent attitude shift

• Having children doesnt just change your life -
  it alters your attitude to wine
• The chart below compares 45-64 year olds with and
  without children
• Parents are less inclined to be choosy and are
  less involved in wine
• Non-parents are very choosy, see wine as an
  important extension of self, and are less likely
  to worry about the price

More
Less
Wine buff
Wine importance
Price sensitive
Self Confident
Conservative
Impressionable
Impulsive
Not fussy
Health-conscious
Shop Loyal
75
85
95
105
115
125
135
Married, 45-64, Child Out of Home
Married, 45-64, No Child
33
Seniors attitudes

• Not surprisingly, the over-65s are the most
  concerned with the health benefits of wine
• They are conservative, not very impulsive, and
  tend to drink less
• They are the least likely to think wine knowledge
  is important

More
Less
Wine buff
Wine importance
Price sensitive
100
Self confident
Conservative
Impressionable
Impulsive
Not fussy
Health-conscious
Shop loyal
75
80
85
90
95
100
105
110
115
120
125
130
135
34
Seniors behaviour

• Country preferences
• Spain very popular again (230)
• A third more likely to purchase from France (134)
• Over 50 more likely to drink wine at home with
  meal (156)
• Much more likely than other stages to purchase at
  an independents/producers (167)
• Bottle spend is the lowest of all the stages for
  every occasion

35
Spendthrift to cheapskate how the lifestages rank

• Ranking in order of spend, younger people tend to
  be more likely to spend more on a bottle than
  their older peers
• Singles under 45 are most likely to spend more
  across all occasions
• Seniors are most likely to spend less on all
  occasions
• Older marrieds without children splash out in
  restaurants

Top spenders for home consumption 1 Single, lt45,
No Kids 2 Married, lt45, No kids 3 Married,lt45,
Young Child 4 Married, Child 6-20 6 Married,
45-64, Child Out of Home 7 Divorced 5 Married,
45-64, No Kids 8 Seniors
Top spenders for a gift 1 Single, lt45, No
Kids 2 Married, lt45, No kids 3 Married, lt45,
Young Child 4 Married, 45-64, No Kids 6
Married, 45-64, Child Out of Home 7 Married,
Child 6-20 5 Divorced 8 Seniors
Top spenders in a restaurant 1 Single, lt45, No
Kids 2 Married, 45-64, No Kids 3 Married, lt45,
No kids 4 Married, lt45, Young Child 6 Married,
45-64, Child Out of Home 7 Married, Child 6-20 5
Divorced 8 Seniors
36
Living Wine the world ahead
UK adult population

• Population trends in the UK show a significant
  increase in the over 55 population by 2006
• What does this mean for wine drinking?

Source Office of National Statistics/Wine
Intelligence

• On the assumption that attitudes do not change
  radically, the evidence from this survey
  suggests
• Wine consumption will increase
• However wine conservatism will also increase
• Wine purchasers will be less impressionable/impuls
  ive
• And they will become more, rather than less,
  price sensitive
• Red wine will continue to gain ground on white
• And the Old World may win back ground lost to New
  World producers

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Living Wine what have we learned?

• The UK market represents a significant
  opportunity for the committed and well-informed
  brand owner
• Looking specifically at different segments of the
  UK market
• Men are more health-conscious and less price
  sensitive than women
• Younger people spend more on wine, are more
  adventurous in their choices, and want to learn
  more
• Older people drink more, spend less, and buy with
  confidence
• Having children significantly reduces your
  inclination to experiment
• Looking to the future
• The window of opportunity to make it big in the
  UK is RIGHT NOW
• However trends indicate this window may be
  closing
• The New World may be winning the battle, but the
  war is far from over

38
Appendices
39
Respondent profiles (1)

• 56 of the respondents are men, while 44 are
  women
• Sample set is slightly younger than the UK average

Source www.statistics.gov.uk
40
Respondent profiles (2)

• 72 of respondents are married or with partner
• Half of the sample do not have children
• Of those with children
• 35 have at least one child under 6
• 22 have children who were older than 20
• 77 own their own homes

Source Office of National Statistics
41
Respondent profiles (3)

• 81 live in England, but respondents from
  Scotland, Northern Ireland and Wales broadly
  representative of the UK average
• Strong bias towards AB socio-economic group (70
  of sample)
• However profile of UK wine drinkers also AB
  biased (51 of UK wine drinkers - source AC
  Nielsen)
• Three-quarters say they are frequent wine
  drinkers (drinking two or more times per week

Source Market Research Society
Source Office of National Statistics
42
Life Stagescomposition of sample
43
Overall Attitudes Purchasing
44
Overall Attitudes Consumption
45
Overall Attitudes Product Involvement
46
Overall Attitudes Confidence
47
Divorced or Separated attitudes

• This segment is far less involved in wine - they
  dont have very specific tastes and are less
  likely on average to have connoisseur tendencies
• Divorcees are more price sensitive than the
  average, and less concerned about health

More
Less
Wine buff
Wine importance
Price sensitive
Self confident
Conservative
Impressionable
Impulsive
Not fussy
Health-conscious
Shop loyal
48
Divorced or separated behaviour

• 25 more likely to be white wine drinkers
• Country preferences
• France was their most frequent country of wine
  most purchased
• Also much more likely to buy from Germany (264)
  and Argentina/Chile (235)
• 75 more likely to purchase wine on the
  Internet/mail order (175)
• We had a big group of friends that were all
  inter-connected, which we still have, I mean I
  still know individuals of them, but theyve all
  divorced which is very sad. And so those sort of
  dinner parties that we used to throw, when the
  kids would just all bundle upstairs and go, we
  dont have them any more - Female 45-54

49
Gender differencessome quotes
At Christmas I went to an online wine site, and
bought some mixed boxes from there, for the
parties we had, but no real preference. If Ive
got time Ill shoot across and do a wine run to
France occasionally.
White wine is my preference. When I get red wine
Im usually only using it in my cooking. Ill
sip it but I wont actually finish the glass.
Female, Age 35-44
Male, Age 35-44
Ive heard that wines quite good for you. Its
supposed to be good for you in moderation.
I tend to buy the wines now that my husband
doesnt drink as much anymore, I dont spend as
much as I think men do on wine.
Female, Age 45-54
Male, Age 25-34.
50
Wine and age quotes
Id listen to recommendations in some of the
shops especially where they let you take it back
if you dont like it.
I like to experiment really. My favourite is dry
really but if somebody says to me well try this
one, if I dont like it Ill tell them straight
away I dont like it, and Ive found that I dont
like semi-sweet and that kind of thing
Male, Age 25-34 .
Female, Age 35-44 .
I know the stuff that I really like, and Im more
than happy to try out new stuff. Im assuming
Ill just continue in the same sort of vein that
I am now.
.
And at Christmas time, I did online direct
shopping, because I found it easier, and if I
spent so much, I got so much off my shopping. So
I ended up buying cases of all different wines,
by just clicking on online to go to the finest
selection. I thought oh, thats a nice write up,
think Ill try that!
Male, Age 35-44
Female, Age 35-44
51
Wine and age quotes
My tastes completely switched as an adult from
sweet, cheap German or Italian white wine to
full, velvety warm Chilean and Australian red
wines.
I think my friends and I, as soon as weve got
older, in our mid-30s, with small children we
socialise more at home rather than going out. We
bring wine round to each others houses as we
know what we all like. When we were younger wed
have gone to a restaurant or pub but you cant
with kids.
Female, Age 25-34 .
When I was younger, I can remember drinking,
really enjoying one particular brand of rose. I
tried it again a couple of years ago, it was
foul. So obviously the palate developed somewhat
you know. Well it has developed definitely.
Female, Age 35-44 .
The kids and their family come over to us a lot.
We often have glasses of wine or a bottle of
wine.
Male, Age 35-44
Male, Age 55-64
52
Singles what they say
Ill sometimes get wine from my neighbour whos
in a wine club. If theres something he
recommends, Ill buy it. He runs a wine shop
too.
When Ive been abroad, like to Italy, Ill get a
bottle of what I drank there, though its really
cheap there, its expensive here. So having done
that, Ill try and get it again here when Ive
got money because I thought it was really good.
I like it when people in shops recommend it as
well.
Male, Age 35-44
Male, Age 25-34 .
I have particular countries I choose my wines
from Australia, South Africa and Chile,
especially for white wine.
.
I generally spend about 7 pounds on a bottle of
wine. For a special occasionsay a nice Chilean
or something Like that, Im quite happy to spend
10. And if theres a special offer I might buy
3 to 6 bottles at one go.
Female, Age 35-44
Female, Age 25-34
53
Married, under 45, no children what they say
Yeah, Im getting more conscious of the old
waistline now. Its getting harder to work it
off. So Ive come off the beer and now I drink
more wine.
I love a glass of wine from the local region when
Im on holiday.
Male, Age 35-44 .
Female, Age 35-44
Ive got friends with younger kids and they wont
drink most of the time because of the kids.
In the summer I sit out on the patio in the
sunshine with a cold glass of wine. We always
have wine cold in the fridge and neighbours pop
round because they know weve got wine on the go
and well just carry on into the evening.
Male, Age 35-44
Male, Age 35-44
54
Married, Under 45, Child Under 6 what they say
Sometimes on a Friday, after a tough day at work,
I take wine and a glass, run a bath and lock the
door to the bathroom, thats the only place I can
escape to.
I dont know a huge amount about wine, but I
think I know the wines that I like. So I look
for the region and look and see whats there and
if theres one thats on a bargain then Ill buy
it.
Female, Age 35-44
Male, Age 35-44 .
I just run to the supermarketI find the best one
is where I can chill the wine on the spot and
have it when I get home from shopping.
My way of looking at the wines is value for money
so if I see a bottle thats value for money I
will buy it and it will normally be between at
the bottom end 2.50/3.00 and at the top end 5.
.
Male, Age 35-44
Female, Age 35-44
55
Married, child 6-20 what they say
We had a big group of friends that were all
inter-connected, which we still have, I mean I
still know individuals of them, but theyve all
divorced which is very sad. And so those sort of
dinner parties that we used to throw, when the
kids would just all bundle upstairs and go, we
dont have them any more.
I think red wine goes better with food than
without. White wine is lighter and fresh,
especially when the weathers hot.
Female, Age 45-54 .
My sons will occasionally have a glass of wine
with us if theyre taking a girlfriend out,
otherwise its spirits or lager.
Female, Age 45-54 .
My family has quite eclectic tastes in
holidaysit can be New Zealand, Scotland,
Australia or the continent. We often go to
vineyards on our travels.
Female, Age 45-54
Female, Age 45-54
56
Parenthood effect quotes
I know friends whove got kids and they dont
actually have wine in the house, so if were
coming down well bring some wine.
Well we went out so much more. We went out to
eat twice a week probably and if we went to the
theatre wed out go out to a wine bar or whatever
first - you live it up. And now Im just as
happy staying in, watching the TV, a glass of
wine, having a nice meal at home, but its just
different isnt it?
Male, Age 45-54 .
Male, Age 35-44 .
My sister and her family drink a lot less than I
do. They dont even buy wine. I think they drink
it when they go out to dinner,which is not very
often.
Before the kids we used to go out a lot more and
of course we dont go out as much now so I
presume we probably drink more at home than out
- but thats only because we dont go out as
much by definition.
Female, Age 25-34
Male, Age 35-44
57
Married, 45-64, empty nest what they say
I spend 5 a bottle, I cant afford more. If we
have people coming over Ill get a more expensive
bottle.
Having read over the last couple of years how
good red wine is for you, Ive tended to go over
to red wine. Ive read its healthier for you
than white wine.
Female, Age 45-54
Female, Age 45-54 .
At the end of the day, if you enjoy something, no
matter what its price, then thats the most
important thing, as long as you enjoy it. I think
its like everything, you know, just because its
expensive doesnt always mean that its good.
.
.
I began to introduce my children to wine when
they were quite young because I thought it was
better I did it than someone else. Now theyre
confident wine drinkers.
Female, Age 45-54 .
Male, Age 55-64
58
Married, 45-64, no child what they say
I really enjoy wine but Ive got some friends who
wouldnt appreciate a really good wine. So then
Id just grab anything and take it.
Id love a wine cellar. I just like the idea of
it, and it would be nice to be really rich and
have a real range of wines. So it would be nice
to have that whole range sort of sitting there in
a nice temperature, you know, just sitting there
waiting. I wouldnt drink any more than I do
now.
Female, Age 45-54
Male, Age 45-54
.
.
I drink at home nearly every night. I sit down,
open up a new bottle and usually finish off a
bottle over cooking and dinner. I tend to
unwind with wine rather than a gin and tonic.
Since Christmas, when I first bought the boxes,
Ive realised how handy it is, because if were
popping round friends we grab a couple of bottles
and take them round. So its easier now to buy
boxes.
Male, Age 45-54
Male, Age 45-54
59
Summary of spending by life stage group
60
Wine Buff factorBelieves wine knowledge is
important and that the wine they choose is an
extension of them
61
Wine Buff factor (2)Believes wine knowledge is
important and that the wine they choose is an
extension of them
Id love to buy French because I know that
supposedly its where the best wine comes from,
but all my experience of French wines has been
cheap 5-6 bottles and Ive never really drunk a
really expensive, good quality French wine.
I worked as a wine waiter, recommending wines to
customers so we would try 3 bottles per night to
learn about wine and what we liked.
Female, Age 25-34
Well, for example, were going to have a Spanish
meal over the weekend, and I dont normally have
Spanish wine, but I would go out and buy some
Rioja to go with that, rather than have Bordeaux
that weve got sitting in the cellar already, and
friends would bring a bottle, and we might not
drink that because wed have chosen the wine to
go with that meal.
Male, Age 25-34 .
.
I wish they had like a guide in the supermarkets
to direct non-connoisseurs like myself who dont
know much about wine and who dont have time to
go and start learning or know much about wine
Female, Age 35-44
Female, Age 45-54
62
Wine Importance factorWine is an important part
of social life and there is a tendency to drink
more wine now than before
63
Wine Importance factor (2)Wine is an important
part of social life and there is a tendency to
drink more wine now than before
Were definitely drinking more wine at home than
we ever did before.
Its desperation if you get down to one bottle
in the house!
Female, Age 45-54 .
Male, Age 55-64
.
I drink wine nearly every day of the week, but as
we might only have a glass or two each theres
always an open half bottle in the house.
Male, Age 35-44
64
Price Sensitive factorPrice is the most
important in wine selection and there is a
tendency to purchase on promotion
65
Price Sensitive factor (2) Price is the most
important in wine selection and there is a
tendency to purchase on promotion
I spend around 15-20 a bottle, as I only drink
wine occasionally but if I drank everyday I
wouldnt spend more than 5 per bottle.
In a wine shop Ill generally spend anywhere
between 5 and 7 per bottle. Im quite happy
spending that.
Male, Age 25-34
Male, Age 55-64 .
.
Yeah I think that like I always go for about 5 a
bottle because I think it does, it gives you a
better buzz than a cheap bottle . The
supermarket wine of the week deals will knock 2
straight away off a wine. Thatll make me buy
more. And its great then to buy a 5 bottle for
three quid.
Female, Age 35-44
66
Self Confident factor Comfortable buying wine
and do not ask for advice
67
Self Confident factor (2) Comfortable buying
wine and do not ask for advice
Female, Age 35-44 .
When I was about 19 it suddenly clicked and I
understood why I liked wine. I dont know if
that was society pressure as you got older but I
just started liking it.
If I dont like it, I dont like it. Im
not afraid to tell someone I dont like their
wine.
I only have to have a sip of a bottle of wine
now and know that its wrong. Doesnt taste
right or its wrong so I know now and I can just
take it back.
Male, Age 35-44
Male, Age 25-34
68
Conservative factor Stick to well-known brands
and what already know
69
Conservative factor (2) Stick to well-known
brands and what already know
No, Im getting too old for that now, I stick to
what I like and, yeah, I think one has different
wines when one socialises with ones friends, or
you go out to a restaurant, you know if someone
said oh, try this, well try something different.
I keep a log, a book of wines Ive drunk. My
book goes back years, and therefore I can look
up. what I think of the wine and now Ive
developed a range of knowledge, the colour, the
smell, scent, taste of what I like.
Male, Age 35-44
.
Male, Age 55-64 .
.
I buy mostly Australian. I keep getting told
off and my wifes saying you cant just keep
going there. Youve got to think of some other
wine to buy just because you like it doesnt mean
thats the only thing for us.
Male, Age 45-54
70
Impressionable factor Listen to friends and the
media when deciding on which wine to purchase
71
Impressionable factor (2) Listen to friends and
the media when deciding on which wine to purchase
Male, Age 45-54 .
When dining out, if someone actually notices a
bottle that they know, then well go for that
one. And it doesnt matter what the price is if
they recommend it to go with the meal.
Particularly with one of my friendshe really is
a wine connoisseurso he knows exactly what hes
looking for on wine, and Id always listen to him.
If someone told me try this one, I will go in, I
remember it in my head, Ill go in and look for
it and if I cant find it Ill ask somebody in
the shop do you have this and that and the other?
Female, Age 35-44 .
I look at wine reviews, like the newspapers
weekend magazine, and housekeeping magazines and
if its the wine of the week or what they
recommended, I absolutely go buy it.
I dont listen to the waiters. I just think
sometimes they try and sell you the most
expensive, which may not necessarily be the best.
Female, Age 35-44
Female, Age 25-34
72
Impulsive factor (1)Wine purchases are typically
unplanned
73
Impulsive factor (2) Wine purchases are
typically unplanned
And I go to the supermarket and I look through
the cabinet and say Ill try that. I havent got
a clue what it is, but Ill take it home, give it
a try. Ooh, the Chilean wines at the moment seem
to be quite nice
Im always wandering around the supermarket to
see if theres some deal, or just pick up a
bottle and try it.
Male, Age 45-54 .
Female, Age 35-44 .
In the summer we have lots of friends that just
pop round in the afternoon, so well just pick up
a bottle, offer them a glass and chat and well
just go on into the evening.
Male, Age 35-44
74
Not Fussy factor (1)Tend not to worry about a
wines country or region of origin
75
Not Fussy factor (2)Tend not to worry about a
wines country or region of origin
At home we have about four bottles of wine a
week. If I went to a restaurant Id have wine,
if I went to a pub Id have lager.
Sometimes out of curiosity Ill try this wine or
that one and if I like it, Ill tell my friends
its a good one and to go buy it.
Female, Age 25-34 .
Female, Age 35-44 .
I usually drink wine at home to chill out or with
a meal but if Im out in a pub or a club with the
girls, wed probably get a bottle of Champagne or
a short drink.
Female, Age 35-44 .
76
Health-conscious factor (1) Drink wine because
believe it is a healthier alternative
77
Health-conscious factor (2)Drink wine because
believe it is a healthier alternative
Im trying to experiment with seeing if I can
stomach the reds simply because someone told me
they were good for your heart.
Im getting more conscious of the old waistline
now. Its getting harder to work it off. So
Ive come off the beer and now I drink more wine.
Male, Age 35-44 .
Ive heard that a glass of wine a day is good
for your heart.
Female, Age 35-44 .
Female, Age 25-34
78
Shop Loyal factorTendency to go to the same shop
when making wine purchases
79
Shop Loyal factor (2)Tendency to go to the same
shop when making wine purchases
I like going where you can actually sip the
wine. Theyve normally got some open, and you
can actually taste it and see what its like. And
theyll also keep a list of wines youve bought
previously. So if youve forgotten what it was,
they can tell you what is was if youd like it
again.
I rarely go in to a specific wine shop which
stocks wine. Ill just go to my local grocers
and pick up a bottle of wine.
Female, Age 35-44 .
Supermarkets have re-educated people towards
wine.
I buy a lot from my regular grocery store,
looking out for dealswine that is good but
cheapishand also from selected warehouses. And I
buy a fair amount in Calais.
Female, Age 45-54.
I think theres a fairly good range across
(supermarkets)theyve got a good variety and
good stock.
Male, Age 35-44 .
Male, Age 55-64
Male, Age 45-54
80
Influence of Travel
I only started drinking wine after I went and
picked grapes in France.
We spent Christmas in Chianti, especially for the
wine. We drove all through the countryside and
stopped off everywhere to taste the wine.
Male, Age 35-44 .
Years ago I lived in Germany for 3 ½ years and I
tried all of the German wines and used to drink a
lot of white wine, obviously the Hock.
Female, Age 35-44 .
I go to Austria once or twice a year. And I
usually go for the new wines and we just sit in
the courtyard and drink jugs of their new wine
and they go down a treat.
Male, Age 45-54
Female, Age 45-54