UK wine market - value v education

By: Olly Wehring - 17 November 2006 16:44

Constellation Europe has followed its US cousin in commissioning some pretty interesting consumer research. The company came to town (London-town) today (17 November) to unveil the results of Wine Nation, a look at UK wine consumers and why they buy the wine they do.

The main conclusion of the research is that an increase in consumer involvement in and knowledge of the category will translate directly into an increase in value at the point of sale. The majority of UK drinkers are still confused about the wine market, the survey said, and they won’t feel comfortable trading up until they know what they’re on about.

This is very much a chicken and egg scenario, I fear. While value continues to play as big a part as it does in the mindset of us Brits, the need to educate is high, but still comes a very poor second to price - especially in as cut-throat a market as the UK.

It is obvious, I know, but the lower the perceived risk is when making a purchase, the more likely the customer is to spend more.

The crux of the matter, however, is that the importance played by value runs right through the wine consumer. De-emphasising that, while leading them through the wine maze will, one day, make someone very, very rich indeed.

Any suggestions?