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8 out of 10 drinkers choose wine with strong reputation in home market

Published:  29 November, 2010

Eight out of ten British wine drinkers prefer to buy wine which is well-thought of in its home country than wine endorsed by celebrities.

Eight out of ten British wine drinkers prefer to buy wine which is well-thought of in its home country than wine endorsed by celebrities.



A survey of 175 wine drinkers, carried out by Do I Like It? discovered that 78% of drinkers would rank how a wine was rated in its own country and that it grows all of its own grapes (67%) as the most important factors influencing them  when buying a bottle of wine for the first time.


Less than 3% of the respondents were likely to buy a wine because it was the favourite of a famous person - or because it was produced by a winery with a famous owner. In fact, a link with a celebrity might actually prove to deter possible buyers, with 60% rating celebrity-ownership as least likely to influence them.


Only 3.5% said they would be influenced by seeing a wine in a film they had enjoyed, with almost half of the respondents placing this at the bottom of their list of influencing factors.


And 11% of those questioned said being carbon neutral was important, while 36% valued sustainability. When it comes to winemaking techniques, adhering to traditional techniques appealed to one third of wine drinkers but 23% liked innovation. 


Do I Like It? is a consumer insight consultancy recently launched by wine experts Hazel Murphy, Robert Joseph and Judy Kendrick.

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