Choose speciality channel:   Choose sector channel:     Search the site

Consumer Research


Sales promotion a key driver in wine sale

Sales promotion a key driver in wine sale

Sales promotions are more important in influencing purchase of wine than brand loyalty.

That’s according to new findings from the most recent WSTA & Wine Intelligence ‘Consumer Intelligence’

The top influencer was grape variety (74%) closely followed by sales promotion (66%). Buying ‘A brand I am aware of’ came in at 63%.

Glass weight and colour are also not important to consumers buying wine, supporting industry-led moves from heavy to lighter glass.

Only 10% considered the colour, and just 7% thought the weight of the bottle were important, compared to other factors like or country of origin (63%) and appeal of label design (23%)

Some 60% of wine drinkers consider glass bottles to be environmentally friendly, and 84% think they are easy to recycle.

Only 13% of consumers (16% of men and just 10% of women) think that that lighter bottles signify cheaper wine, although only around a third of wine consumers think that lighter bottles are better for the environment.

Glass weight does not figure as an important issue for consumers of either red or white wine, so it is likely that consumers would not be greatly resistant to a change of glass weight.

Also 37% of consumers indicated that they would be prepared to consider alternatives to glass bottles for wine packaging with PET and Bag-in-Box having most consumer’ support. 63% of wine consumers think wine should only be packaged in glass bottles, but when shown other forms of packaging, five out of six were neutral towards or indicated they were likely to buy at least one type of alternative packaging.

The appeal of alternative packaging also varied by occasion: when considering various options for buying wine in alternative packages such as parties, picnics or informal meals at home, 82% of consumers would consider a PET bottle, 79% a bag-in-box, 65% a pouch, 59% a tetrapak carton, but 61% ruled out wine in a ring pull can for all occasions.

WSTA Chief Executive Jeremy Beadles said, “Many of our members are currently looking at ways of reducing their environmental impact and for some this includes considering alternative packaging solutions: lighter weight glass bottles, plastic bottles, pouches, cans and cartons.

“I hope that this research will help them understand consumer attitudes towards these developments."

“Looking at the list below, please indicate how important each is to you when buying wine”:

% answering ‘important’ or ‘very important’



Grape variety


Promotional offer


Recommendation by friend of family      


Country of origin


A brand I am aware of


Region of origin


Alcohol content


Recommendation by shop staff


Medal or award


Appeal of the label design


The colour of the bottle


The weight of the bottle


can i take antabuse and naltrexone can i take antabuse and naltrexone can i take antabuse and naltrexone
abortion research paper open abortion doctors
forest laboratories patient assistance what is the generic for bystolic generic bystolic
tudorza patient assistance generic name for bystolic
bystolic daliresp patient assistance forest patient assistance
discount coupon types of abortion procedures surgical abortion
discount grocery coupons abortion clinics in dallas abortion clinics in richmond va
free prescription drug cards canada drug pharmacy coupon free prescription discount cards
is there a generic for bystolic bystolic coupon
buscopan contre indication buscopan vidal buscopan grossesse
levodopa carbidopa entacapone bioequivalence levodopa carbidopa entacapone carbidopa levodopa entacapone combination
kamagra 100 go kamagra jelly
microlite pill when to start microlite pill when to start
pro-choice abortion facts how many abortions can you have pill for abortion
buscopan plus preis buscopan tropfen buscopan dragees
neurontin alkohol neurontin neurontin cena
free cialis coupons cialis coupons from lilly
viagra recenze viagra recenze viagra prodej
duphaston duphaston tablete duphaston forum
metoprolol pro medicin metoprololtartrat
printable coupons for cialis prescription drug coupons cialis coupons 2015
abortion pill online side effects of abortion pill low cost abortion pill
half life naltrexone click naltrexone dosage forms
low dose natrexone link revia uses
generic naltrexone click naltrexone for anxiety
naltrexone for multiple sclerosis user reviews read naltraxon
naltrexone high click naltrexone 4.5 mg side effects
what is naltrexone made of what does naltrexone feel like

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.