Wine merchants can 'cash in' on consumer demand for expertise

Specialist drinks retailers and independent wine merchants have the potential to cash in on consumer demand for "expertise and variety of choice above price", according to research commissioned by the Wine and Spirit Trade Association (WSTA).

A YouGov poll into patterns of wine buying showed wine drinkers valued expertise and range of choice, yet over half (53%) did not buy wine from their local merchant.

While most British adults buy their alcohol from supermarkets (74% for general consumption), specialist shops and local wine merchants are more than twice as likely to be used for special occasions (8%) than for general consumption (3%).

Perhaps surprisingly, the research also showed drinkers aged 45 and over, especially women, were least likely to buy from their local wine merchant.

The research suggested there was scope for specialists and wine merchants to increase the marketing of their business to wine drinkers, whose emphasis on variety and expertise contrasted with other drinkers' focus on convenience.

The YouGov poll is part of a new quarterly report available free to WSTA members and commissioned from Tim Wilson, author of the Wilson Drinks Report.

The WSTA Market Report is launched today and contains:

" The latest Nielsen/IWSR sales figures

" UK retail prices and alcohol spending data

" Customs and Excise reference data on alcohol volumes and duty levels

" Liv-Ex fine wine trading index

" Exclusive WSTA opinion polling from YouGov survey of British drinkers

WSTA Chief Executive Jeremy Beadles said: "The Market Report aims to provide WSTA members with the latest facts and figures on sales and consumer spending together with insight from exclusive polling of British drinkers.

"Our first edition shows that there is scope in today's market for specialists and local wine merchants to exploit their strength in terms of offering expertise and a wide variety of choice to wine drinkers."