46% of men drank red wine between December 2013 and February 2014 when they were at home or at a friend’s house, according to new research from the Wilson Drinks Report (“WDR”), whilst 48% of women drank white wine over the same period.
The results are contained in the latest edition of WDR, which also includes new on trade market data from Matthew Clark and the first results of a new project set up by WDR to analyse the sales data from a number of leading specialist online wine retailers.
Red wine key part of the drinking repertoire of British men
Tim Wilson, Managing Director of WDR, commented : “We know how important red wine is as a part of the take home category, ranging from 15% of the total off trade market to about 39% of total online sales of beer, wines and spirits. Our new research confirms the extent to which red wine forms a key part of the typical drinking repertoire of British adult men. It’s a similar story for the role of white wine in the drinking repertoire of British women, with 48% of women saying that they drank white wine over a 3 month period.”
Analysis by social media use
The latest edition of WDR not only analyses what men and women drink at home or at a friend’s house – separate analysis has been done by type of drinker and also, for the first time, by the type of social media used by the research respondents (i.e. Facebook, Twitter, LinkedIn, Google+).
Wilson added: “Those adults who use LinkedIn have a particularly interesting profile. Not only do they have the highest proportion drinking red wine (51%), they also have the highest proportion who include sparkling wine or Champagne in their drinking repertoire at home (41%).”
The structure of the new edition of WDR has also been revamped, so that the independent analysis, research and market data is now grouped by channel:
- off trade
- online
- on trade
- total market
There are also dedicated sections for tax & duty, UK weather and the UK economy to help subscribers understand many of the key drivers of the sales of alcohol.
Analysis and market data grouped by channel
Wilson added : “Drinks businesses are increasingly having to differentiate their proposition within each of the main channels, so we have made it easier for them by grouping all the analysis and market data by channel. Looking at the sales results from each market channel alongside feedback from consumers highlights many of the bright spots and opportunities for growth.
Impact of weather
“We have been looking at the impact of weather for a while now and we are delighted to include a piece of analysis from Tim Eales at IRI on the impact of weather on a whole range of categories, not just alcohol. What really happened in July 2013 when we had a sunny heatwave – was it just ice cream, soft drinks and lager that saw big jumps in sales?”
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