UK picks wine by grape variety and promotional offers
The grape variety is now just as important as promotions when it comes to buying wine in the UK according to a UK Trends report published by Wine Intelligence. Promotions had knocked grape variety off the number one slot shortly after the global recession hit, but now 69% of consumers consider them equally important. Brands are becoming more important than the country of origin, rising from 52% to 63% considering them important or very important and the label is an ever increasing deciding factor moving from 19% to 30% in importance. Wine Intelligence say wine is a familiar product for today's British consumer and that despite the complexity of the category shoppers have developed a set of mental shortcuts based around grape variety, offer and brand to navigate the wine aisle.