Wine drinkers 'intimidated' by supermarket displays

18 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 drinkers 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 people who know their wine and give little information or guidance to those who are less familiar with the subject,” a spokesperson for the website 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 locating the wine they want that’s too confusing.

“Supermarkets really need to get to grips with the signposting issue,” said the WineOption.org spokesperson. “Just dividing wines into regions does not give enough information for the modern consumer to make a choice.”




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