Subscriber login Close [x]
remember me
You are not logged in.

Wine drinkers stick to what they know, says Asda

Published:  11 November, 2013

Almost half of UK wine consumers buy the same wine every time they shop, according to a survey carried out by Asda.

Although supermarkets are branching out - sourcing wines from Lebanon and Slovenia to name but two - their customers are more reluctant to follow suit. Shoppers are sticking to well-known grape varieties with Merlot (66%), Cabernet Sauvignon (64%), Pinot Grigio (62%) and Chardonnay (62%) dominating, despite the growing choice.

In the last year, a quarter of UK shoppers have tried just two new wines while one in 10 have not tried a single new variety in that period.

A total of 43% of consumers plump for the same wine every time they shop, while 10% say they will only try a new wine if it's for a special occasion or a gift. Women in their 30s are most likely to fail to try a single new wine over the course of a year, while men in their 20s are most likely to try something new.

Regionally, southerners are more adventurous than their northern counterparts with 17% trying something new every time they shop. The least likely to go outside of their comfort zone are the Scots with just over one in 10 trying a new wine on a regular basis.

Asda's Philippa Carr MW said: "The wine aisle can often be an intimidating and confusing place so we're not surprised that Brits are sticking to what they know. Our customers tell us that they're happy to experiment but just need a little guidance in finding wines they know they'll like, removing the risk of trying something new."

The survey, carried out by Pulse of the Nation research and covering 1,000 consumers, was released to coincide with the launch of the retailer's new online Wine Shop which has a taste finder chart based on customers' favourite fruits.

Asda operates 566 stores across the UK.