UK wine drinkers are 'discount junkies', says research.



Basing your wine buying on which has the biggest discount is a bad thing.

Buying a wine you enjoy only when it is discounted is a good thing.

If the wine is sold through a supermarket and you like it, I see no point in paying full price, its only a matter of time before it will be reduced to some degree.

John Forsyth, senior drinks analyst at Mintel, says ‘The discounting strategy of major multiples may be controversial but it is a key purchase driver in such a fragmented market place.’

Deep discounting continues in the UK including three bottles for £10 in some supermarkets despite duty standing at £1.81 per bottle excluding a further 20% sales tax (VAT).

However, the rise of promotions appears to be stifling experimentation according to a Wine Intelligence survey for the UK’s Wine and Spirit Trade Association earlier this year. It found the proportion of UK consumers who were adventurous in their wine buying habits had fallen in the same period as promotional offer increased in importance.

Younger consumers are particularly influenced by price promotions, says Mintel. Forsyth added they ‘use discounting more as an aid to wine buying – a way to filter out the noise.’ While older consumers are more confident in their wine buying, they spend less per bottle than their younger peers.

Discussing deep discounting in UK supermarkets, Decanter editor Guy Woodward told BBC Radio 4's The Today programme: 'Just up your wine buy by a couple of pounds and the difference is huge. It's just pure economics.'


Base camp stuff - The chase and all that it entails. Nothing there that we don't know, but thanks for confirming our intellect

I was given a subscription to Decanter for a year....For sure, a nice coffee table mag. I use my Nouse and Quaffers' and the Web

Lovers of a particular style will spend bigger money to get it.

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Duncan