Industry urged to better market English sparkling as poll shows 85% British consumers ‘don’t have a clue’

By Helen Gilbert

Published: 03 August, 2018

British consumers are ‘clueless’ when it comes to English sparkling wine, a survey has revealed.

A poll of 1,000 wine drinkers found that 85% knew nothing about the tipple and only one per cent claimed to be ‘pretty knowledgeable’.

As many as 60% believed that if English sparkling wine had an overarching name and core identity like Champagne or Prosecco then more people would buy it, the research conducted by The Pull Agency, found.

The main barrier to purchase was the perceived high cost, not knowing how it tastes and having nothing to compare it to, the findings showed.

The results were unveiled to wine makers, experts and sommeliers at an event hosted by the creative agency in Guildford last night (Thursday, August 2).

“We strongly believe that English sparkling wine would be more successful at home and abroad if a core identity can be developed for it,” The Pull Agency's MD Chris Bullick said.
“And that need not be mutually exclusive with local provenance or existing brands. All past attempts to create a ‘meta name’ have floundered because either they were too frivolous and had no real connection to place or origin, or were registered by one vineyard leading to a ‘not invented here’ reaction from the industry.”

Last week the Comité Champagne declared that the 2018 Champagne harvest would become only the fifth vintage in the last 15 years to begin in August due to the record-breaking weather.

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