Wine shoppers need more information

26 November, 2010

Wine drinkers are not happy with the service they receive from supermarkets, according to research carried out by a consumer website.

The poll of 500 wine consumers, on behalf of wineoption.org, revealed confusion and irritation at the way wines are merchandised in multiple grocers.

Forty-five per cent of respondents said they felt “intimidated” by the people in charge of wines at supermarkets.

“Almost half of the people we questioned felt supermarkets cater mainly for those who know their wine and give little information or guidance to people who are less familiar with the subject,” a spokesman for the web­-site said.

“Supermarkets dominate the retail wine trade but this survey shows they are missing an opportunity to inform, educate and enthuse the public about wine.”?Forty-one per cent of respondents felt there was a lack of clear labelling on bottles and on shelves, making finding the right wine doubly difficult.

The figures suggest the problem isn’t a lack of choice (6%) or even a feeling of too much choice (10%) in supermarkets – it’s simply a question of locating the wine they want that’s too confusing.

“Supermarkets really need to get to grips with the signposting issue,” said the wineoption.org spokesman.

“Just dividing wines into regions does not give enough information for the modern consumer to make a choice.”?




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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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