The Co-operative has declared that the UK is “stuck in a wine rut” after surveying a thousand shoppers and finding that 52% have been drinking the same stuff for more than a decade.

Its study into the nation’s drinking habits found Brits are far more adventurous with food, travel and technology choices than they are with wine.

Only one in 10 said they were experimental in their wine choice, so the Co-op is encouraging the nation to step out its wine comfort zone.

Simon Cairns, category trading manager for beers, wines and spirits at the Co-op, said: “We all know how easy it is to get stuck in a rut with our relationships to wine, but there’s a whole world of different wines out there for you to enjoy and try. With everything from English sparkling to Hungarian Pinot Grigio, why not give a different taste a go? Who knows, it could be a wine match for life.”

According to the research a fifth of Brits stick to wines they recognise for fear of making a wrong choice and a further 20% cite previous knowledge as their number one reason for drinking the wine they do.

The top four varietals UK drinkers are most likely to stick to are Pinot Grigio, Merlot, Chardonnay and Sauvignon Blanc, said the Co-op.

It believes shoppers in their 20s and 30s are the most experimental.

Flavour expert Charles Spence said: “In our 20s and 30s our taste buds are at their prime, so we’re more likely to experiment while our sensory receptors are doing their best work. We are at the peak point between having learned about flavours and naming them and yet just before the senses start to decline.

 “There is also a sense that first you need to learn to like wine, so entry level begins with sweeter varieties. Then once you have established a baseline you are in a better position to start experimenting and finding your own identity. This is important given the different taste worlds we all live in.

 “One of the surprising results to come out of this study is that while us Brits are willing to experiment with what we put on our plates, we are much less willing to try a new grape variety in our glass. The reason being that we want to avoid disappointment. However, with so many talented producers out there and winemaking arguably in its prime, you’re far less likely to be disappointed – and much more likely to be pleasantly surprised – than ever before.”