Italian wine forms part of the drinking repertoires of over half of UK consumers. However, there are relatively few core Italian wine drinkers, and while these "Loyalists" tend to be younger, their spending patterns and price sensitivity do not offer big opportunities to increase sales and profits. Older consumers appear to retain Italian wine in their repertoires, though this relationship would appear not to have much strength. While Italy is unlikely to disappear from UK wine drinkers' repertoires, it may be losing share of wallet to more distinctive and heavily marketed offers from Old World neighbours France and Spain, and more significantly from the New World producers such as Australia, Chile and South Africa. Discover more about the demographics, behaviours and attitudes of the loyalists and trialists with this just-drinks management briefing.