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Exclusive survey: how wine drinkers shop Chile and Argentina online

Published:  06 October, 2014

Harpers has once again linked up with Wines Direct to analyse the shopping trends of consumers buying South American wines online.

South America FOCUS part 2: Deconstructing online wine purchases

Do you buy wine online?

  • Yes  85%
  • No  15%

Where do you normally buy wine?

  • Supermarket  53%
  • Wine merchant  39%
  • Convenience  8%

Which country do you associate with the Malbec grape?

  • Argentina  50%
  • Chile  28%
  • France  22%

What are the most important factors when buying wine? (out of 5)

  • How the wine tastes  4.66
  • Price of the wine  3.71
  • Type of grape  3.56
  • Ability to understand the label 2.90
  • Design of the label 2.24

CHILE

How frequently do you buy Chilean wine?

  • Rarely    9%
  • Sometimes    50%
  • Often    40%
  • Always    1%

How much do you spend on a 75cl bottle of Chilean wine?

  • Under £5    5%
  • £5 to £7.99    70%
  • £8 to £10    20%
  • Over £10    5%

Would you only buy Chilean wine when it's on offer?  

  • Yes    34%
  • No    66%

How often do you buy Chilean red wine?

  • Often    62%
  • Occasionally    28%
  • Rarely    7%
  • Never    3%

How often do you buy Chilean white wine?

  • Often    24%
  • Occasionally    38%
  • Rarely    23%
  • Never    15%

How often do you buy Chilean rosé wine?

  • Often    1%
  • Occasionally    8%
  • Rarely    31%
  • Never    60%

How often do you buy Chilean sparkling wine?

  • Often    1%
  • Occasionally    3%
  • Rarely    26%
  • Never    70%

ARGENTINA

How frequently do you buy Argentinian wine?

  • Rarely    13%
  • Sometimes    55%
  • Often    31%
  • Always    1%

How much do you spend on a 75cl bottle of Argentinian wine?

  • Under £5    7%
  • £5 to £7.99    63%
  • £8 to £10    24%
  • Over £10    6%

Would you only buy Argentinian wine when it's on offer?

  • Yes    40%
  • No    60%

How often do you buy Argentinian red wine?

  • Often    50%
  • Occasionally    36%
  • Rarely    12%
  • Never    2%

How often do you buy Argentinian white wine?

  • Often    8%
  • Occasionally    32%
  • Rarely    36%
  • Never    24%

How often do you buy Argentinian rosé wine?

  • Often    1%
  • Occasionally    5%
  • Rarely    25%
  • Never    69%

How often do you buy Argentinian sparkling wine?

  • Often    1%
  • Occasionally    2%
  • Rarely    18%
  • Never    79%

WinesDirect.co.uk works with supermarkets, online and national high street retailers in the UK. It captures data from its website viewers' searches and click-throughs. All stats are based on a 52-week average, do not include voucher codes offered by retailers, and are based on data capture of over 130,000 site visitors per month. WinesDirect provides a click-through facility direct to retailer websites.

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