Blog: And our survey says...
Chris Brook-Carter | 21 August 2003
If that is the case then according to a UK survey of some 2,500 people Piat d'Or is a better wine than its French rivals at price points of £5.99 and £11.99. The survey revealed that only 19.9% chose the expensive wine as their beverage of choice in a blind taste test, while 61.5% opted for Piat d'Or.
How many in the trade really believe that Piat d'Or is a better wine than its rivals that retail over £10? Probably not many, which raises a number of questions. Firstly are French winemakers making wines so far out of kilter with modern tastes that the vast majority of consumers, not knowing what they are drinking, prefer a £3.99 style wine to a £11.99? Or is there actually little to tell between the quality of a £3.99 wine and an £11.99 wine, and we as consumers are duped into paying a premium by a mixture of pricing, packaging and what we are told we should buy. The final option is that the general UK public wouldn't know a good wine if they were drowning in it.
There is perhaps something interesting to learn in all of these options, but taken to their extreme none are very satisfying, which does sort of bring into question the validity of the results.
Interestingly it took an email back to the PR firm to actually confirm that Piat d'Or paid for the survey, which means it needs to be taken with a pinch of salt. Furthermore, we are not told how Piat d'Or's rivals were chosen or indeed what they are - they could just have been terrible wines. And finally we don't know who the consumers are who took part in the test. Had any of them even tasted much wine before?
All in all, it shows just how difficult it is to really take research conducted by an interested company or party at face value.
Some people in India believe alcohol should be more difficult to purchase. Last month, the state of Bihar halted all alcohol sales as its chief minister made good on an election promise. ...
Greetings from Zurich. Here as a guest of Heineken's Amstel brand, I'm due to sit down later today with the group's senior global director for international brands, Walter Drenth....
Drinks companies spend a lot of money on trying to predict trends. At last night's Worshipful Company of Distillers City debate, any strategists in the audience got a bit of forecasting for free....
I'll admit to being partial to an Aperol Spritz now and again, more usually in the summer months, sitting outside, shades on, slowly turning more golden/rusty....
- The category today - Scotch Whisky I
- Today's Market Trends - Scotch Whisky II
- Key Brands Performance - Scotch Whisky IV
- Tomorrow's Market Trends - Scotch Whisky III
- Category Trends - Scotch Whisky V
- Beam Suntory names CFO, makes structural changes
- Diageo to accept US$1m South Korea fine
- Analysts clash over AB InBev SAB Brexit impact
- Brown-Forman shuffles director pack
- Pernod switches Travel Retail Europe op's director
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends
- Global RTD insights - market forecasts, product innovation and consumer trends
- Soft Drinks Global Overview: Growth Opportunities Between Category Lines
- Consumer and Market Insights: Wine Market in China
- Global travel retail insights - market forecasts, product innovation and consumer trends