Wine buyers choose on price

New wine market research shows most customers aren't loyal to brands or growing regions, but make purchases based on price.

The University of Western Australia studied wine sales over three years, collecting data from over half a million sales.

The results show customers make choices based on price, using it as a measure of quality.

Assistant professor at UWA's business school, Wade Jarvis, says it's a trend unique to the wine industry.

"It's really interesting, because you don't seem to get this in other markets, other food markets and the real front foot with the industry at the moment is branding," he says.

"It's probably been like that for five years or so now."