Marketing

9 in 10 men drink wine at home

Nine out of 10 men will happily drink a bottle of wine in their own homes but only one in four would quaff a glass of wine while out with their friends at the pub according to research from Cotes du Rhone Wines which surveyed 1,500 British adults recently.
Only one in four men would quaff a glass of wine while out with their friends at the pub according to research from Cotes du Rhone Wines.Only one in four men would quaff a glass of wine while out with their friends at the pub according to research from Cotes du Rhone Wines.

At a party the number of consenting males increases to 42% and in a restaurant 53% of men will drink wine.

“Just a small number of men drink wine when down the pub,” observes Olivier Legrande, Marketing Director for Cotes du Rhone Wines, “At parties the number increases slightly and in a restaurant the figure rises to just over half.

“The survey also revealed that 25-34 year-olds are more likely to drink wine in pubs and bars (37%) than those who are 55-plus (26%) which could suggest that a glass of wine is becoming increasingly trendy to drink in bars for the younger generation. The younger generation also revealed that they were the least likely to be bothered about the region the wine comes from (18%) and also the most likely to be swayed by attractive packaging (32%) as well as stylish advertising (21%).”

When at home, over three in five men state that they wouldn’t ever serve guests a wine that they’d first enjoyed at someone else’s home, finds the survey. And at 45%, men are more likely to look for the wine’s region/country when choosing a bottle costing over £10 compared to only 36% of women.

“Our study also shows that whilst 80% of people buy their wines at supermarkets, just 5% currently shop at a specialist store,” he adds, “Interestingly, the results showed that it is, in fact, the younger generation who’s more likely to purchase wine at a local shop or newsagents (18%).”

And as for using humour to sell wine, the survey finds that 16% of 25 to 34 year-olds are more likely to consider buying a wine based on an ad which uses humour/comedy/wit compared to only 7% of over-55s.

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