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“There is marked potential for lower-alcohol wines to grow provided they are able to offer a product which compares favourably with standard-ABV wines while undercutting them notably on price and calorie content.”

– Chris Wisson, Senior Drinks Analyst

    Some questions answered in this report include:

    • What are the dangers of wine discounting?
    • Are operators underestimating the importance of grape type?
    • Can retailers balance consumer interest in new wines without adding to the confusion?
    • How high can low-alcohol wine go?

     

    Wine continues to be a popular and highly lucrative drinks market, enjoying mass-market appeal due to its positioning as an affordable indulgence. However, the market is coming under increasing pressure from rising prices, something which is leading to a number of adults re-evaluating their use of wine. Indeed, almost two in five wine drinkers (39%) state that they would cut back on wine if the price goes up.

    This price consciousness could create opportunities for low-alcohol wines. Despite reservations around quality and taste, there seems to be an increasing openness to low-alcohol wines of 5.5% ABV or less, with just a quarter of wine buyers expecting them to not taste as good as standard options. These are able to leverage their low alcohol content to meet the criteria for tax breaks, a price saving which can theoretically be passed onto consumers.

    Report Length: 287 pages

    1. Introduction

        • Definition
          • Excluded
            • Abbreviations

            • Executive Summary

                • The market
                  • Figure 1: UK value sales of wine, 2007-17
                • Market factors
                  • Duty rises put extra strain on the market
                    • Figure 2: Annual price index (RPI) of beer and wines and spirits, in the off-trade and on-trade, 2006-11
                  • Interest in luxury goods and loyalty falls
                    • Low consumer confidence continues to impact the market…
                      • …while population changes provide threats and opportunities
                        • Companies, brands and innovation
                          • Figure 3: Value market share of top-selling wine brands in the off-trade, 2011
                        • The consumer
                          • Red and white wine retain their popularity
                            • Brand name dominates when consumers choose what wines to buy
                              • Figure 4: Choice factors when buying wine, June 2012
                            • Loyalty towards brands is low despite high trust in them
                              • Figure 5: Attitudes towards wine, June 2012
                            • Low-alcohol wines may provide the means of offsetting rising prices
                              • Opportunities also exist for English wines
                                • Figure 6: Attitudes towards English wine, June 2012
                              • What we think

                              • Issues in the Market

                                  • What are the dangers of wine discounting?
                                    • Are operators underestimating the importance of grape type?
                                      • Can retailers balance consumer interest in new wines without adding to the confusion?
                                        • How high can low-alcohol wine go?

                                        • Trend Application

                                            • Let’s Make a Deal
                                              • Minimize Me
                                                • 2015: East Meets West

                                                • Internal Market Environment

                                                  • Key points
                                                    • Duty rises drive up retail prices
                                                      • Figure 7: Value and volume sales of the total UK alcoholic drinks market, 2007-12
                                                      • Figure 8: Taxation on 75cl bottle of table wine from retail outlet, 2000-11
                                                      • Figure 9: Annual price index (RPI) of beer and wines and spirits, in the off-trade and on-trade, 2006-11
                                                    • A weakened Sterling adds further pressure on prices
                                                      • Figure 10: Annual average exchange rates for Sterling, 2006-12
                                                    • Two in five adult drinkers drink alcohol at least twice a week
                                                      • Figure 11: Frequency of drinking alcohol, May 2012
                                                    • Almost half of adults are monthly visitors to pubs/bars
                                                        • Figure 12: Frequency of drinking in pubs/bars, May 2012
                                                        • Figure 13: Trends in consumption of alcohol, in home versus out of home in the past 12 months, 2007-11
                                                      • Government focus on a healthier population
                                                        • Premium goods come under increasing threat…
                                                          • Figure 14: Trends in agreement with selected lifestyle statements on quality and premium goods, 2008-12
                                                        • …with loyalty also negatively impacted
                                                          • Figure 15: Trends in agreement with selected lifestyle statements, 2008-12

                                                      • Broader Market Environment

                                                        • Key points
                                                          • Consumer confidence remains fragile
                                                            • Figure 16: Consumer Confidence Index, monthly, January 2007-July 2012
                                                          • Demographic changes present many opportunities but also some threats
                                                            • Figure 17: Projected trends in the age structure of the UK population, 2012-17
                                                          • ABs hold the key to growth
                                                            • Figure 18: Changes in the adult socio-economic structure of the UK population, 2012-17
                                                          • Grape price and climate changes add pressure to wine producers

                                                          • Competitive Context

                                                            • Key points
                                                              • Usage of many alcoholic drinks in decline
                                                                  • Figure 19: Trends in drink types consumed in the past 12 months, 2008-12
                                                                • Falling usage of wine both in and out of home
                                                                    • Figure 20: Trends in drink types consumed in the past 12 months in and out of home, 2009-11

                                                                • Strengths and Weaknesses

                                                                  • Strengths
                                                                    • Weaknesses

                                                                    • Who’s Innovating?

                                                                      • Key points
                                                                        • Packaging innovation faces barriers in the wine market
                                                                          • Packaging innovation provides opportunities
                                                                            • Low-alcohol wine remains niche
                                                                              • Smaller bottles and single-serve cups gain popularity among new launches
                                                                                • Tapping into the Olympic spirit
                                                                                  • Global inspiration: Wine in a bag
                                                                                    • Global inspiration: Bottle top differentiation

                                                                                    • Market Size and Forecast

                                                                                      • Key points
                                                                                        • Wine value sales continue to grow but all is not well
                                                                                          • Figure 21: UK value and volume sales of wine, at current and constant prices, 2007-17
                                                                                          • Figure 22: Forecast of UK value sales of wine, 2007-17
                                                                                          • Figure 23: Forecast of UK volume sales of wine, 2007-17
                                                                                        • Forecast methodology

                                                                                        • Segment Performance

                                                                                          • Key points
                                                                                            • Rising prices pose a threat to the market
                                                                                              • Growth in value sales masks underlying issues in the off-trade
                                                                                                • Figure 24: UK value and volume sales of wine in the off-trade, at current and constant prices, 2007-12
                                                                                              • On-trade sales of wine lag even further behind
                                                                                                • Figure 25: Share of on-trade in UK value and volume sales of wine, 2007-12
                                                                                                • Figure 26: UK value and volume sales of wine in the on-trade, at current and constant prices, 2007-12
                                                                                              • Red wine continues to see volumes slide
                                                                                                • Figure 27: Wine volume sales, by colour, 2009-11
                                                                                              • Australian wines continue to lead the way
                                                                                                • Fine wines provide a safe haven

                                                                                                • Market Share

                                                                                                  • Key points
                                                                                                    • Promotional activity continues to shape the wine market
                                                                                                      • Figure 28: Market share, by value of top-selling wine brands in the off-trade, 2009-11
                                                                                                    • Blossom Hill and Hardys sales go downhill in 2011…
                                                                                                      • …while Echo Falls continues climbing
                                                                                                        • Many of the leading American and Australian wines suffer
                                                                                                          • Up-and-coming brands extend the long tail of other brands
                                                                                                            • Own-label/Exclusive wines continue to grow in popularity

                                                                                                            • Companies and Products

                                                                                                              • Accolade Wines
                                                                                                                • Overview
                                                                                                                  • Product range
                                                                                                                    • Recent activity
                                                                                                                      • Product innovation
                                                                                                                        • Brand communication and promotion
                                                                                                                          • Brand Phoenix
                                                                                                                            • Overview
                                                                                                                              • Product range
                                                                                                                                • Recent activity
                                                                                                                                  • Product Innovation
                                                                                                                                    • Brand communication and promotion
                                                                                                                                      • Concha y Toro
                                                                                                                                        • Overview
                                                                                                                                          • Product range
                                                                                                                                            • Recent activity
                                                                                                                                              • Brand communication and promotion
                                                                                                                                                • E&J Gallo
                                                                                                                                                  • Overview
                                                                                                                                                    • Product range
                                                                                                                                                      • Recent activity and innovation
                                                                                                                                                        • Brand communication and promotion
                                                                                                                                                          • Percy Fox (Diageo)
                                                                                                                                                            • Overview
                                                                                                                                                              • Product range
                                                                                                                                                                • Recent activity and innovation
                                                                                                                                                                  • Brand communication and promotion
                                                                                                                                                                    • Pernod Ricard
                                                                                                                                                                      • Overview
                                                                                                                                                                        • Product range
                                                                                                                                                                          • Recent activity
                                                                                                                                                                            • Product Innovation
                                                                                                                                                                              • Brand communication and promotion
                                                                                                                                                                                • Treasury Wine Estates
                                                                                                                                                                                  • Overview
                                                                                                                                                                                    • Product range
                                                                                                                                                                                      • Recent activity
                                                                                                                                                                                        • Innovation
                                                                                                                                                                                          • Brand communication and promotion

                                                                                                                                                                                          • Brand Communication and Promotion

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Total wine advertising spending in the UK peaks in 2011
                                                                                                                                                                                                • Figure 29: Total UK adspend for wine, 2008-12
                                                                                                                                                                                              • The rise of rosé in 2012…
                                                                                                                                                                                                • Figure 30: UK adspend for red, rosé and white wine, 2008-12
                                                                                                                                                                                              • …while ‘multi-product’ advertising steadily falls
                                                                                                                                                                                                • Figure 31: UK adspend for multi-product wine, 2008-12
                                                                                                                                                                                              • Laithwaites leads the way in the advertising landscape
                                                                                                                                                                                                • Figure 32: Leading advertisers in the UK wine market, 2009-12
                                                                                                                                                                                              • Specialist wine merchants use original strategies
                                                                                                                                                                                                • Press, TV and direct mail are the dominant media types for wine advertising
                                                                                                                                                                                                  • Figure 33: Main monitored media advertising spend on wine, by media type, 2009-12

                                                                                                                                                                                              • Channels to Market

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Grocery multiples tighten their grip on off-trade sales
                                                                                                                                                                                                    • Figure 34: Sales of wine in the off-trade, by major channels, 2009-11
                                                                                                                                                                                                  • Pubs/Bars continue to dominate the on-trade landscape
                                                                                                                                                                                                    • Figure 35: Sales of wine in the on-trade, by major channels, 2009-11
                                                                                                                                                                                                  • The online market hots up
                                                                                                                                                                                                      • Figure 36: Average monthly unique users (000s) for selected wine websites over a 12-month period, June 2010-May 2011 and June 2011-May 2012

                                                                                                                                                                                                  • Consumer – Trends in Usage

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Growing numbers of adults desert the UK wine market
                                                                                                                                                                                                          • Figure 37: Trends in usage of still and sparkling wine within the last month, 2008-12
                                                                                                                                                                                                          • Figure 38: Usage of still and sparkling wine in and out of home, by quantity, 2012
                                                                                                                                                                                                        • White and Australian wines remain the most popular
                                                                                                                                                                                                          • Figure 39: Types of wine drunk most often, 2012
                                                                                                                                                                                                          • Figure 40: Varieties of still and sparkling wine drunk most often, 2008-12
                                                                                                                                                                                                        • £5-6.99 emerging as a popular price point
                                                                                                                                                                                                            • Figure 41: Amount normally spent on a bottle of wine, 2012
                                                                                                                                                                                                          • Drinking with meals dominates in-home usage…
                                                                                                                                                                                                            • Figure 42: In-home wine drinking occasions, 2012
                                                                                                                                                                                                          • …with a similar trend emerging for out-of-home usage
                                                                                                                                                                                                            • Figure 43: Out-of-home wine drinking occasions, 2012

                                                                                                                                                                                                        • Consumer – Types of Wine Purchased

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • White and red wine remain popular drinks both in and out of home
                                                                                                                                                                                                                • Figure 44: Purchase of wine, by type and location, June 2012
                                                                                                                                                                                                              • Rosé benefiting from its more unisex appeal
                                                                                                                                                                                                                • Lower-alcohol wine remains a niche segment
                                                                                                                                                                                                                  • Wine boxes/pouches also remain a niche segment in the market
                                                                                                                                                                                                                    • Who are the 29% of non-users?

                                                                                                                                                                                                                    • Consumer – Choice Factors

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • Brand name the most important factor when choosing wine
                                                                                                                                                                                                                          • Figure 45: Choice factors when buying wine, June 2012
                                                                                                                                                                                                                        • Price and promotions also play an important role in purchase
                                                                                                                                                                                                                          • Grape type and country of origin are important choice factors for many wine buyers
                                                                                                                                                                                                                              • Figure 46: Attitudes towards wine, by country of origin, May 2011
                                                                                                                                                                                                                            • Recommendations can help to engage younger wine drinkers
                                                                                                                                                                                                                              • Figure 47: ‘Recommended to me by friend/family/a publication’ as a leading choice factor, by gender and age, June 2012
                                                                                                                                                                                                                            • Other factors only gain minority consideration when purchasing wine

                                                                                                                                                                                                                            • Consumer – Attitudes Towards Wine

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • Notable opportunities still exist for operators in the wine market
                                                                                                                                                                                                                                  • Figure 48: Attitudes towards wine, June 2012
                                                                                                                                                                                                                                • Brands trusted but cannot rely on loyalty
                                                                                                                                                                                                                                  • Figure 49: User attitudes towards branded wines, June 2012
                                                                                                                                                                                                                                • Price remains a key consideration for wine buyers
                                                                                                                                                                                                                                  • Figure 50: User attitudes towards the price of wines, June 2012
                                                                                                                                                                                                                                • Over half of wine buyers want to boost their knowledge of wine
                                                                                                                                                                                                                                  • Figure 51: User attitudes towards the positioning and understanding of wines, June 2012
                                                                                                                                                                                                                                  • Figure 52: Agreement with the statements ‘I would like to understand more about wine’ and ‘I find it difficult to choose wine due to the wide range of choice’, by gender, age and socio-economic group, June 2012
                                                                                                                                                                                                                                • Rosé adds further competition in the mainstream wine market
                                                                                                                                                                                                                                  • Screw caps are now mostly an accepted part of the wine market
                                                                                                                                                                                                                                    • Figure 53: User attitudes towards the quality of wines, June 2012
                                                                                                                                                                                                                                  • Wine in boxes/pouches and own-label wines also becoming increasingly credible
                                                                                                                                                                                                                                    • Limited interest in trying unusual wines among users
                                                                                                                                                                                                                                      • Figure 54: User attitudes towards new and unusual types of wines, June 2012

                                                                                                                                                                                                                                  • Consumer – Attitudes towards Low-Alcohol Wine

                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                      • Lower-alcohol wine remains a niche interest but has cost advantages
                                                                                                                                                                                                                                        • Figure 55: Attitudes towards low-alcohol wine, June 2012
                                                                                                                                                                                                                                      • Under-35s represent the core market for lower-alcohol wines
                                                                                                                                                                                                                                          • Figure 56: Purchase of lower-alcohol wine within the last six months and agreement with the statement ‘I am interested in drinking wine with a lower alcohol content (eg 8.5% ABV or less)’, by gender, age and socio-economic group, June 2012
                                                                                                                                                                                                                                        • Reservations about taste represent a key challenge
                                                                                                                                                                                                                                          • Tapping into the health angle

                                                                                                                                                                                                                                          • Consumer – Attitudes Towards English Wine

                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                              • A positive outlook for English wine
                                                                                                                                                                                                                                                  • Figure 57: Attitudes towards English wine, June 2012
                                                                                                                                                                                                                                                • High levels of enthusiasm to try new wines benefit English wine
                                                                                                                                                                                                                                                  • Figure 58: Attitudes towards trying new types of wine, June 2012
                                                                                                                                                                                                                                                • Three in five wine buyers want to see a better range of English wines
                                                                                                                                                                                                                                                  • Figure 59: User attitudes towards the availability and identity of English wine, June 2012
                                                                                                                                                                                                                                                • English wine seen as improving
                                                                                                                                                                                                                                                  • Figure 60: User attitudes towards the quality of English wine, June 2012
                                                                                                                                                                                                                                                  • Figure 61: Agreement with the statements ‘I am more open to trying English wine than in the past’ and ‘The quality of English wines has improved’, by gender, age and socio-economic group, June 2012
                                                                                                                                                                                                                                                • High levels of interest to support home-grown producers, but not if it comes at a price
                                                                                                                                                                                                                                                  • Figure 62: User attitudes relating to the home-grown nature of English wine, June 2012

                                                                                                                                                                                                                                              • Consumer – Target Groups

                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                  • Four target groups
                                                                                                                                                                                                                                                    • Figure 63: Target groups for wines, May 2012
                                                                                                                                                                                                                                                  • Bargain Hunters (34%)
                                                                                                                                                                                                                                                    • Brand Sceptics (25%)
                                                                                                                                                                                                                                                      • Adventurers (21%)
                                                                                                                                                                                                                                                        • Disinterested (20%)

                                                                                                                                                                                                                                                        • Appendix – Internal Market Environment

                                                                                                                                                                                                                                                            • Figure 64: Agreement with selected lifestyle statements, by demographics, 2012
                                                                                                                                                                                                                                                            • Figure 65: Agreement with selected lifestyle statements, by demographics, 2012 (continued)

                                                                                                                                                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                                            • Figure 66: Best- and worst-case forecasts for the total wine market, by value, 2012-17
                                                                                                                                                                                                                                                            • Figure 67: Best- and worst-case forecasts for the total wine market, by volume, 2012-17

                                                                                                                                                                                                                                                        • Appendix – Consumer – Trends in Usage

                                                                                                                                                                                                                                                            • Figure 68: Usage of still and sparkling wine within the last month, by demographics, 2012
                                                                                                                                                                                                                                                            • Figure 69: Trends in usage of still and sparkling wine in home within the last month, 2008-12
                                                                                                                                                                                                                                                            • Figure 70: Trends in usage of still and sparkling wine in home within the last month, by demographics, 2012
                                                                                                                                                                                                                                                            • Figure 71: Trends in usage of still and sparkling wine out of home within the last month, 2008-12
                                                                                                                                                                                                                                                            • Figure 72: Trends in usage of still and sparkling wine out of home within the last month, by demographics, 2012
                                                                                                                                                                                                                                                            • Figure 73: Amount spent on a bottle of wine, 2008-12
                                                                                                                                                                                                                                                            • Figure 74: Wine drinking occasions, 2010-12
                                                                                                                                                                                                                                                            • Figure 75: Wine drinking occasions in home, by demographics, 2012
                                                                                                                                                                                                                                                            • Figure 76: Wine drinking occasions in home, by demographics, 2012 (continued)
                                                                                                                                                                                                                                                            • Figure 77: Wine drinking occasions out of home, by demographics, 2012
                                                                                                                                                                                                                                                            • Figure 78: Wine drinking occasions out of home, by demographics, 2012 (continued)

                                                                                                                                                                                                                                                        • Appendix – Consumer – Types of Wine Purchased

                                                                                                                                                                                                                                                            • Figure 79: Purchase of white wine, by location, by demographics, June 2012
                                                                                                                                                                                                                                                            • Figure 80: Purchase of red wine, by location, by demographics, June 2012
                                                                                                                                                                                                                                                            • Figure 81: Purchase of rosé wine, by location, by demographics, June 2012
                                                                                                                                                                                                                                                            • Figure 82: Purchase of any lower-alcohol wine (eg 8.5% ABV or less), by location, by demographics, June 2012
                                                                                                                                                                                                                                                            • Figure 83: Purchase of any wine in a box/pouch, by location, by demographics, June 2012

                                                                                                                                                                                                                                                        • Appendix – Consumer – Choice Factors

                                                                                                                                                                                                                                                            • Figure 84: Choice factors when buying wine, by demographics, June 2012
                                                                                                                                                                                                                                                            • Figure 85: Choice factors when buying wine, by demographics, June 2012 (continued)
                                                                                                                                                                                                                                                            • Figure 86: Choice factors when choosing what to buy, by purchase of white wine, by location, June 2012
                                                                                                                                                                                                                                                            • Figure 87: Choice factors when choosing what to buy, by purchase of red wine, by location, June 2012
                                                                                                                                                                                                                                                            • Figure 88: Choice factors when choosing what to buy, by purchase of rosé wine, by location, June 2012
                                                                                                                                                                                                                                                            • Figure 89: Choice factors when choosing what to buy, by purchase of any lower-alcohol wine (eg 8.5% ABV or less), by location, June 2012
                                                                                                                                                                                                                                                            • Figure 90: Choice factors when choosing what to buy, by purchase of any wine in a box/pouch, by location, June 2012

                                                                                                                                                                                                                                                        • Appendix – Consumer – Attitudes Towards Wine

                                                                                                                                                                                                                                                            • Figure 91: Attitudes towards wine, June 2012
                                                                                                                                                                                                                                                            • Figure 92: Agreement with the statements ‘I would switch from my favourite brand if another was on promotion’ and ‘I am open to buying fair trade and organic wine if the price is similar to standard wine’, by demographics, June 2012
                                                                                                                                                                                                                                                            • Figure 93: Agreement with the statements ‘I don’t trust wine with a screw cap to be of high quality’ and ‘I am interested in wines with unusual flavour infusions (eg chocolate)’, by demographics, June 2012
                                                                                                                                                                                                                                                            • Figure 94: Agreement with the statements ‘I would like to understand more about wine’ and ‘I am drinking less wine in pubs/bars as it is more expensive than other drinks’, by demographics, June 2012
                                                                                                                                                                                                                                                            • Figure 95: Agreement with the statements ‘There is little difference between the taste of own-label and branded wine’ and ‘I think that wine in a box/pouch is equally good quality as bottled wine’, by demographics, June 2012
                                                                                                                                                                                                                                                            • Figure 96: Agreement with the statements ‘I trust brands (eg Blossom Hill, Hardys) to provide a consistently good product’ and ‘I find it difficult to choose wine due to the wide range of choice’, by demographics, June 2012
                                                                                                                                                                                                                                                            • Figure 97: Agreement with the statements ‘Rosé is a drink which is equally suitable for men and women’ and ‘I like to try new wines based on the packaging (eg label or bottle shape)’, by demographics, June 2012
                                                                                                                                                                                                                                                            • Figure 98: Attitudes towards wine, by purchase of white wine, by location, June 2012
                                                                                                                                                                                                                                                            • Figure 99: Attitudes towards wine, by purchase of red wine, by location, June 2012
                                                                                                                                                                                                                                                            • Figure 100: Attitudes towards wine, by purchase of rosé wine, by location, June 2012
                                                                                                                                                                                                                                                            • Figure 101: Attitudes towards wine, by purchase of any lower-alcohol wine (eg 8.5% ABV or less), by location, June 2012
                                                                                                                                                                                                                                                            • Figure 102: Attitudes towards wine, by purchase of any wine in a box/pouch, by location, June 2012
                                                                                                                                                                                                                                                            • Figure 103: Attitudes towards wine, by most popular choice factors when choosing what to buy, June 2012
                                                                                                                                                                                                                                                            • Figure 104: Attitudes towards wine, by next most popular choice factors when choosing what to buy, June 2012

                                                                                                                                                                                                                                                        • Appendix – Consumer – Attitudes Towards Low-Alcohol Wine

                                                                                                                                                                                                                                                            • Figure 105: Most popular attitudes towards low-alcohol wine, by demographics, June 2012
                                                                                                                                                                                                                                                            • Figure 106: Next most popular attitudes towards low-alcohol wine, by demographics, June 2012
                                                                                                                                                                                                                                                            • Figure 107: Attitudes towards low-alcohol wine, by purchase of white wine, by location, June 2012
                                                                                                                                                                                                                                                            • Figure 108: Attitudes towards low-alcohol wine, by purchase of red wine, by location, June 2012
                                                                                                                                                                                                                                                            • Figure 109: Attitudes towards low-alcohol wine, by purchase of rosé wine, by location, June 2012
                                                                                                                                                                                                                                                            • Figure 110: Attitudes towards low-alcohol wine, by purchase of any lower-alcohol wine (eg 8.5% ABV or less), by location, June 2012
                                                                                                                                                                                                                                                            • Figure 111: Attitudes towards low-alcohol wine, by purchase of any wine in a box/pouch, by location, June 2012
                                                                                                                                                                                                                                                            • Figure 112: Attitudes towards low-alcohol wine, by most popular choice factors when choosing what to buy, June 2012
                                                                                                                                                                                                                                                            • Figure 113: Attitudes towards low-alcohol wine, by next most popular choice factors when choosing what to buy, June 2012

                                                                                                                                                                                                                                                        • Appendix – Consumer – Attitudes Towards English Wine

                                                                                                                                                                                                                                                            • Figure 114: Attitudes towards English wine, June 2012
                                                                                                                                                                                                                                                            • Figure 115: Agreement with the statements ‘I like to try wines from many different countries’ and ‘I am more open to trying English wine than in the past’, by demographics, June 2012
                                                                                                                                                                                                                                                            • Figure 116: Agreement with the statements ‘I would buy English wine if it was easily recognisable in-store’ and ‘I would like to see a wider range of English wines in supermarkets’, by demographics, June 2012
                                                                                                                                                                                                                                                            • Figure 117: Agreement with the statements ‘English wine lacks a unique identity’ and ‘I think that British wine and English wine are the same’, by demographics, June 2012
                                                                                                                                                                                                                                                            • Figure 118: Agreement with the statements ‘The quality of English wines has improved’ and ‘English wines are as good as those produced in other countries’, by demographics, June 2012
                                                                                                                                                                                                                                                            • Figure 119: Agreement with the statements ‘I am prepared to pay more for English wine’ and ‘English wines are of a high quality’, by demographics, June 2012
                                                                                                                                                                                                                                                            • Figure 120: Agreement with the statement ‘It is important to buy English wine to support the producers’, by demographics, June 2012

                                                                                                                                                                                                                                                        • Appendix – Consumer – Target Groups

                                                                                                                                                                                                                                                            • Figure 121: Target groups, by demographics, June 2012
                                                                                                                                                                                                                                                            • Figure 122: Purchase of wine, by type and location, by target groups, June 2012
                                                                                                                                                                                                                                                            • Figure 123: Choice factors when buying wine, by target groups, June 2012
                                                                                                                                                                                                                                                            • Figure 124: Attitudes towards wine, by target groups, June 2012
                                                                                                                                                                                                                                                            • Figure 125: Attitudes towards low-alcohol wine, by target groups, June 2012
                                                                                                                                                                                                                                                            • Figure 126: Grocery shopping habits, by target groups, June 2012
                                                                                                                                                                                                                                                            • Figure 127: Attitude towards health and healthy lifestyles, by target groups, June 2012

                                                                                                                                                                                                                                                        • Accolade Wines
                                                                                                                                                                                                                                                        • Banrock Station
                                                                                                                                                                                                                                                        • Brancott Estate
                                                                                                                                                                                                                                                        • British Broadcasting Corporation (BBC)
                                                                                                                                                                                                                                                        • Brown-Forman
                                                                                                                                                                                                                                                        • Channel 4
                                                                                                                                                                                                                                                        • Concha y Toro
                                                                                                                                                                                                                                                        • Diageo UK
                                                                                                                                                                                                                                                        • E.&J. Gallo Winery
                                                                                                                                                                                                                                                        • Facebook, Inc.
                                                                                                                                                                                                                                                        • Justerini & Brooks
                                                                                                                                                                                                                                                        • Manchester United PLC
                                                                                                                                                                                                                                                        • Matthew Clark plc
                                                                                                                                                                                                                                                        • Pernod Ricard
                                                                                                                                                                                                                                                        • Universal Pictures
                                                                                                                                                                                                                                                        • Wm Morrison Supermarkets

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