Your customer

Enter your postcode below to discover what kind
of customers are in your area. The two largest
groups in your area will be highlighted in green.
The group you are more likely to have in your area
vs. the national average will be highlighted in red.

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We questioned over 40,000 people, researched over 21,000 occasions and identified 8 UK wine customer types...

Your area Your area vs.
national average
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1. Newbies

New to wine, younger drinkers

Newbies - New to wine, younger drinkers

Who are Newbies?

  • Newbies are mostly young women in their mid twenties to early thirties.
  • Little wine knowledge and wine is one of several alcoholic drinks.
  • Most likely to be buying wine for a social occasion like a girls night out or for an everyday occasion like a drink at the end of the day.
  • Newbies have an average spend with a high spend for more formal occasions.

How you can appeal to Newbies

  • They drink all wine colours with a preference for rosé and white wine.
  • They love wines from the USA, such as White Zinfandel rosé, Australia and Argentina and like wines from Italy, mainly Pinot Grigio.
  • Newbies are looking for wine that suits an up tempo sharing occasion. The key thing they are looking for is something they'’ve tried before and know they like.
  • A recommendation based on taste-led such as ‘'Light’' or ‘'Fruity'’ could encourage them to try something new. Newbies are more likely to trade up if it’'s a brand they know.

Merchandising an effective wine list for Newbies

  • Make sure you have a well known branded rosé, choice isn’'t as important as familiarity.
  • Ensure you list USA brands such as Echo Falls, Jack Rabbit and Stowells.
  • Wine list should be taste-led such as '‘Light'’ or '‘Fruity’'.

Top wine descriptors

  • Red: Fruity, Full, Smooth.
  • White: Sweet, Dry, Light, Fruity, Crisp, Refreshing.

2. Occasionals

Wine buyers who prefer to have an occasion to enjoy their wine

Occasionals - Wine buyers who prefer to have an occasion to enjoy their wine

Who are Occasionals?

  • Generally over 45, with grown up children.
  • Average wine knowledge and interested in the wine category.
  • Occasionals are most likely to buy wine for a formal occasion.

How you can appeal to Occasionals

  • Occasionals are more likely to go out for formal events.
  • They have a preference for a blended wine in red and like Sauvignon Blanc and Chardonnay in white wine.
  • They like new world wines from Australia and Argentina. They are also likely to buy French and Spanish wine.
  • Occasionals are heavily led by the wine description on a menu more than promotional activities.

Merchandising an effective wine list for Occasionals

  • Brands are important so ensure this is clearly displayed on your wine list.
  • Use food matching wording such as 'Great with a roast' or 'Perfect with fish'.
  • Range products such as Hardys, Stowells and Nobilo.

Top wine descriptors

  • Red: Fruity, Full Bodied, Smooth, Rich, Heavy.
  • White: Dry, Refreshing, Medium, Light, Sweet, Crisp.

3. Engaged Explorers

Established and experienced everyday wine drinkers

Engaged Explorers - Established and experienced everyday wine drinkers

Who are Engaged Explorers?

  • Generally over 45, with grown up children.
  • Lots of wine knowledge, very engaged with the wine category.
  • Most likely to be buying wine to enjoy at the end of the day or a formal occasion.

How you can appeal to Engaged Explorers

  • They drink all wine colours with a preference for red wine for an everyday and formal drink and white for a social occasion.
  • They like wine from Australia, South Africa and Italy – though they will drink wines from many different countries over a year.
  • Engaged Explorers have a good knowledge of wine and are less reliant on recommendations. Giving information about a wine is the best way to communicate with them, things like age (vintage), regions or awards the wine has won.

Merchandising an effective wine list for Engaged Explorers

  • Have a good variety of higher priced wines in the wine list and ensure you have brands such as Hardys Nottage Hill, Houghton the Bandit and Fish Hoek.
  • Make sure grape varieties are clearly visible.
  • Wine list descriptions highlighting awards or a new vintage.

Top wine descriptors

  • Red: Fruity, Full Bodied, Smooth, Rich.
  • White: Crisp, Dry, Fruity, Refreshing, Light.

4. Routiners

Midlife family established drinkers

Routiners - Midlife family established drinkers

Who are Routiners?

  • Generally an older customer over 45, with grown up children.
  • Little wine knowledge and not interested in learning about the wine category.
  • Most likely to be having wine to enjoy at the end of the day.
  • Routiners buy a lot of wine but have a lower spend per bottle.

How you can appeal to Routiners

  • They drink all wine colours with a preference for white wine, especially at a social occasion.
  • They like wine from Australia, Italy and Chile. Preferred wine types are Merlot for red and Pinot Grigio for white.
  • Routiners are looking for wine to enjoy at the end of the day.
  • They stick to wines they know or will go with a recommendation from a friend or family member. Brands are very important to this group and are more receptive to promotions on recognised brands.

Merchandising an effective wine list for Routiners

  • Clear visibility of brands.
  • Uncomplicated wine descriptions.
  • Have a recommended wine for each country.
  • Have brands such as Stowells, Echo Falls and Hardys.

Top wine descriptors

  • Red: Fruity, Flavoursome, Smooth.
  • White: Crisp, Fruity, Dry, Refreshing, Light.

5. Strong Prospects

Potential wine enthusiasts

Strong Prospects - Potential wine enthusiasts

Who are Strong Prospects?

  • Between their mid twenties and late thirties and mostly female.
  • Growing wine knowledge and interested in learning more about the wine category.
  • A very social bunch, strong prospects love a girls or lads night out and unplanned gatherings.
  • Strong Prospects have a higher spend on a bottle of wine.

How you can appeal to Strong Prospects

  • They drink all wine colours with a preference for white wine when it’'s a formal occasion like Chardonnay or Pinot Grigio, and red for an everyday drink such as Merlot.
  • Favourite countries are Australia, France, Italy and New Zealand.
  • Strong Prospects like to drink wines from lots of different countries and are willing to try something new.
  • They also pay attention to the wine description so a carefully prepared wine list is essential.

Merchandising an effective wine list for Strong Prospects

  • Put personal recommendations in the wine list 'Highly recommended…'.
  • Use food matching wording such as 'Great with a curry' or 'Compliments our risotto'.
  • Range products such as Hardys, Nobilo and Fish Hoek.

Top wine descriptors

  • Red: Fruity, Smooth, Rich, Full Bodied.
  • White: Sweet, Dry, Fruity, Crisp, Refreshing, Cold.

6. Confident Enthusiasts

Self assured wine experts

Confident Enthusiasts - Self assured wine experts

Who are Confident Enthusiasts?

  • In their thirties and forties with or without small children and have disposable income to enjoy themselves.
  • Lots of wine knowledge and wine plays a very big part of their lives.
  • Wine is important to most occasions for a Confident Enthusiast.
  • They have a high spend on wine.

How you can appeal to Confident Enthusiasts

  • They drink all wine colours equally enjoying red and white wine, Cabernet Sauvignon being a particular favourite for red and Sauvignon Blanc for white. Pinot Grigio is popular for both white and rosé wine.
  • Confident Enthusiasts drink wines from every country and are the most experimental group. Their favourite countries of origin are Australia, the USA, France and Argentina.
  • They are not as driven by promotions as they will happily pay full price for a wine they believe to be high quality.

Merchandising an effective wine list for Confident Enthusiasts

  • Have plenty of variety with different grape types and countries with brands including Hardys, Nobilo, Gran Tierra, Houghton the Bandit and Flagstone.

Top wine descriptors

  • Red: Fruity, Full Bodied, Smooth, Flavoursome.
  • White: Crisp, Dry, Refreshing, Sparkling, Light.

7. Economisers

Less frequent value conscious wine drinkers

Economisers - Less frequent value conscious wine drinkers

Who are Economisers?

  • Generally an older customer, over 45, with grown up children.
  • Little wine knowledge and not interested in learning about the wine category.
  • Most likely to be having wine to enjoy at the end of the day.
  • As the name suggests, Economisers are price driven and looking for a low price.

How you can appeal to Economisers

  • Economisers are more likely to go out for a formal/planned drink in a pub-restaurant or restaurant.
  • They drink all wine colours with a preference for white wine from Australia, France and South Africa.
  • Chardonnay and Merlot are their choice of varietal.
  • Economisers are influenced by a linked deal with food but they prefer to be able to choose the wine as part of the deal.
  • Economisers tend to stick to the countries they know. Trading up within Australia, France and South Africa is most likely.

Merchandising an effective wine list for Economisers

  • Make sure prices are clearly marked.
  • Include entry level Australian, French and South African wines in the wine list.
  • Highlight entry level Australian and USA wines such as Hardy's Bin, Echo Falls, Stowells and Jack Rabbit, these are the wines they drink at home and in the On Trade.
  • Use food matching wording such as 'Great with your steak'.
  • Use occasion-led wording such as 'Enjoy a glass on its own'.
  • Economisers are not greatly influenced by promotional gifts or advertising at the point of purchase.

Top wine descriptors

  • Red: Fruity, Full bodied, Smooth, Rich.
  • White: Dry, Crisp, Fruit, Sweet, Medium, Light.

8. Experts

Knowledgeable and involved expert wine drinkers

Experts - Knowledgeable and involved expert wine drinkers

Who are Experts?

  • Generally over 50 with grown up children. Most Experts are male.
  • The greatest wine knowledge of all the groups.
  • Most likely to be having wine to enjoy at the end of the day or for a more formal occasion.
  • Experts have either an average spend or a very high spend per bottle - they know which wines represent value for money.

How you can appeal to Experts

  • They have a preference for red wine and are least likely to drink rosé.
  • They like old world wine from France and Italy, new world wines from Australia and Chile. They also like Sauvignon Blanc from New Zealand and Tempranillo from Spain.
  • Experts have a good knowledge of wine and are less reliant on recommendations. Giving information about a wine is the best way to communicate with them, things like age (vintage), regions or awards the wine has won.

Merchandising an effective wine list for Experts

  • Give slightly more space to red wine and old world wines in the wine list.
  • Have a good variety of higher priced wines and offer brands such as Hardys Nottage Hill, Nobilo, Flagstone, Leasingham and Drylands.
  • Make sure countries and grape variety are highlighted.
  • Wine list descriptions highlighting awards and vintage.

Top wine descriptors

  • Red: Full Bodied, Strong, Smooth, Heavy, Rich.
  • White: Crisp, Dry, Fresh, Fruity, Citrus.
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