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.
Forget gluten-free. Fodmaps are the latest food trend, and if you work in the soft drinks industry it is important to know where you stand with them....
Companies are very protective of their brand image. So it is refreshing to hear Diageo's Garbhan O’Bric, the global brand director for Baileys, speak the unvarnished truth when talking about the lique...
Alcohol companies love a good movie tie-in. A brush with Hollywood glamour seems to give marketers the warm and fuzzies, judging by the number of deals done over the past few years. The new James Bond...
just-drinks is in Cannes this week at the Tax Free World Association show. Here's the second part of Andy Morton's blog, which will keep you up-to-date at one of the most important dates in the Trave...
- How to turn a domestic spirit into a global brand
- Whatever happened to binge Britain? - comment
- This week in spirits & wine
- Mahou San Miguel - just the Facts
- The US beer market - A level playing field for all
- Captain Morgan distillation trial queried by USVI
- Sazerac sues Brown-Forman over Tennessee Fire
- Craft, imports near 50% share in US on-trade
- Diageo sells off United Spirits' Bouvet Ladubay
- Beam Suntory's Laphroaig Brodir - NPD
- Global Beer Trends 2015 : Global Beer Trends and Long-term Forecasts
- Global sparkling wine insights - market forecasts, product innovation and consumer trends research
- Future growth opportunities for global spirits
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends research
- Global Wine Market to 2019 - Market Size, Development, and Forecasts