The organisation polled 2,000 shoppers at Aldi, Lidl, Netto and Iceland and found widespread satisfaction with the drinks range. Forty-five per cent of those questioned said the alcohol offer was better than in an average off-licence, while 40% said it was better than in mainstream supermarkets.
The research also found that discount shoppers rate the stores' own-labels as highly as nationally known brands.
16% of respondents bought alcoholic drinks on their visits to discounters, half of which was wine. Lager accounted for almost 32% of BWS sales.
Recently OLN reported that discounters have grown their share of the wine market to 5.7% and there are predictions that this advance will continue as the sector profits from the faltering economy and steals share from established retailers such as Tesco and Sainsbury's.
HIM marketing manager Georgina Wild said: "The discounters could easily take on the supermarkets and off-licences when it comes to BWS retailing. Most customers believe the alcohol offer in discounters is as good as or, in most cases, better than what they see in supermarkets and off-licences."
Danny Gibson, wine buying director of Aldi, reported on his blog that "sales are flying and hopefully our new customers can really see that the words we constantly use about quality and value are genuine".
He added: "We have recently launched a whole raft of new wines, from Sancerre at £8.99 and a premium Pinot Grigio de Trentino at £4.99 to entry level Italian red and white wines at £2.79. So however much cash you have to spend on wine there should be something there to experiment with."