MARKET MONITOR A graphic guide to the off-trade

01 June, 2007

UK wine drinkers are far more likely to buy organic and Fairtrade food than wine, according to Wine Intelligence. Even though 64 per cent of those questioned were aware of organic wine, just 11 per cent had bought any in the last three months. Just 9 per cent had bought Fairtrade wine, even though 64 per cent were aware of it. That compares to 68 per cent of people who had bought organic food in the last three months, and 65 per cent had bought Fairtrade food.

Biodynamic food and wine showed a different picture. Less than 5 per cent of wine drinkers had heard of them, and none had bought any in the last three months. The challenge for the trade is to translate awareness into wine sales - and to get the biodynamic message across to consumers.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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