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.
A couple of months ago, US-based Saltwater Brewery developed 'edible six-pack rings' in an effort to curb threats to wildlife....
Last month, SPI Group unveiled its latest advert for Stolichnaya in the US. Its an amusing little number that caries the instruction: Drink what you want. The “I am man” ad looks to distance Millennia...
Who do you work for? I ask, merely to draw your attention to just-drinks’ company pages....
This weekend sees yet another “International Day” for a drinks category. Lucky us. Anyway, ahead of Sunday’s International Cachaça Day, here’s a wealth of information on Brazil’s national spirit, cour...
- Diageo's Q4/FY 2016 results - Preview
- Wine consumption and its health effects
- Can craft breweries compete in lager arena?
- Time to take stock of Constellation's Corona
- The Coca-Cola Co's Q2/H1 2016 results - Preview
- Diageo names new TR head as Doug Bagley exits
- SABMiller puts brakes on A-B InBev integration
- AB InBev seeks single buyer for European beers
- Gruppo Campari trials Negroni pre-mix
- Scotch drop hits Edrington as FY profits fall
- Global RTD insights - market forecasts, product innovation and consumer trends
- Adultifying Soft Drinks; Capitalizing on rising adult demand for non-alcoholic beverages
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends
- Global travel retail insights - market forecasts, product innovation and consumer trends