This shift in priorities has resulted in British wine drinkers being less swayed by in-store descriptions of taste and style and on labels, or by the combination of wines with their menu choices.
Against the backdrop of the radical and forced lifestyle changes brought about by the Kovid era, wine drinkers in Britain have remained largely consistent in buying wine – in some cases, they were able to buy more from us and buy more. Good.
After eight months of varying levels of restrictions and new blocks in the UK that took effect Thursday this week, our data show that UK wine drinkers are turning to online shops and supermarkets for where to buy wine. has moved. and also their times of consuming wine – more often these days without food.
However, the latest information from our Vinitrac® UK consumer survey shows that pandemics can also match the buying signals they use in making purchasing decisions.
Data from our consumer survey in August shows that the four main voting signals, factors that consumers consider when choosing wine, are less important now than in 2019, as shown in the table below:
What could happen here? While short-term trends are not necessarily significant for anything, and while these changes are statistically significant but not radical, it’s good to predict what might happen to trigger this wave of behavior. Below are our thoughts on what could happen – and whether its impact will go beyond the current crisis.
A description of the taste or style of wine on a wine rack or label
We know from our previous research that in-store shopping has become a more time-sensitive activity because wine drinkers spend less time looking at shelves or spending time working with bottles and reading labels. We believe this will lead to a decrease in the proportion of wine drinkers in the UK influenced by descriptors compared to last year, with the second most important wine replica falling third. To read back labels, you need time, inclination, and not worrying about getting in the other person’s way.
Wine that matches or complements a meal
Our data around the world, including in the UK, show that wine behavior outside of food has been the biggest growth driver in this category in recent months. This shift to more consumption of non-food wine has resulted in UK drinkers being much less affected by food and wine adherence than last year. This outlet introduces a wine selection as more consumers are already drinking wine at non-food events, thus opening up a wide range of wine events as well as potential wine styles.
The proportion of wine drinkers in the United Kingdom who are affected by alcohol content when choosing wine also decreased significantly. The engine of this change is less clear. One hypothesis is that consumers who drink proportionately more because of the closure of the home trade are less likely to care about alcohol content due to less consideration for travel, and especially driving. It may also be that the long-term increase in the importance of alcohol content as a replica of purchases made primarily by people wishing to cut back on alcohol for reasons of long-term health and well-being has been overlooked by the more pressing consumer population. short-term health and well-being issues to worry about.
File an appeal against the bottle and / or label design
One enduring (and well-studied) aspect of human behavior is that people turn to safe and trusted people during crises. Since March 2020, winemakers have been doing just that. Consumers are much “safer” when it comes to wine choices – they choose wine based on what they know rather than branching out and trying something new. As a result, familiar and well-known labels get attention and market share, while the intricacies of label design are given less attention.
Currently it is difficult to judge whether this is a long-term change. Even such last-minute changes may need to be considered as we develop the most effective ways to label, advertise and communicate wines over the next 12 months to engage with our consumers.