Wine drinkers plump for style over content

03 January 2006 by
Wine drinkers plump for style over content

Nearly half of UK wine-drinkers base their choice of wine on the style of the bottle's label, according to research by Chilean wine brand Yali.

Its survey of 1,500 people found that unhelpful wine labels did little to steer consumers through the overwhelming choice of wine on offer.

As a result, almost half (49%) of people polled chose wines that had a striking label - a clear case of style over content.

The survey, conducted by market researcher Experian between 14 and 20 December 2005, found that 52.3% of consumers felt they had been misled by wine labels.

More than one-quarter (27%) believed labels carried too much useless information and nearly one-third (31%) reckoned they would be more adventurous with wine if the labels were easier to understand.

By Angela Frewin

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