The Wine Intelligence poll, commissioned by the WSTA, also found that 34% of wine drinkers are spending less overall on wine.
Wine drinkers who typically spend less than £4 a bottle are reducing their spending on wine in greater numbers, and 21% are buying more wine at once to benefit from a discount.
Jeremy Beadles, chief executive of the WSTA, said: “The survey bears out the warnings from the trade that in the face of the worst recession for a generation and successive punitive tax increases the market has reached a tipping point.
“The findings from Wine Intelligence come on top of evidence from Nielsen showing sales of wine priced under £4 fell by 11% last year. Analysts suggest this indicates many on lower budgets are simply being priced out of the wine category and this survey lends weight to that view.”