Regular wine drinking on the rise
A dramatic increase in regular wine drinkers is revealed in an updated guidebook released by Wine Intelligence.
A dramatic increase in regular wine drinkers is revealed in an updated guidebook released by Wine Intelligence.
Portraits UK 2009 - available from £2,225 (+VAT) from July 14 - shows how regular wine consumers have evolved since the first edition in 2005.
Results show regular wine drinkers have risen from 23.5 million in 2005 to 28.1 million in 2009 - or by nearly 20%.
Overall spend has risen slightly while the average age of drinkers has increased from 46.7 years to 48, in line with the UK's ageing population.
Lulie Halstead, chief executive of Wine Intelligence, said: "At a time when businesses are having to fight for every sale, understanding your consumer has never been more vital.
"The new Portraits UK report is designed to help marketers, planners, innovation heads and commercial directors to define and understand UK wine consumers of today in unprecedented detail, and can be a springboard to shaping corporate strategy for the pivotal UK wine market."
Six segments of consumers are identified in the guide, up one from the 2005 edition, ranging from Adventurous Connoisseurs - older, ardent wine fans with expensive tastes - to Kitchen Casuals, who spend less and drink less frequently.
The guidebook, including a PowerPoint presentation and data tables, is available from Wine Intelligence for £2,225 (+VAT). WSTA members receive a 10% discount.
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