Hannibal Brown PR: Data Breakdown

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At Hannibal Brown, we conducted a survey to find out what influences which wine(s) people buy and how much they spend on a bottle of wine. With possible answers varying from occasion to age and £0-£4.99 to £20 and over, we wanted to find out more about Britain’s wine buying behaviour.

We asked 10,000 Brits to give us their insight and we’ve recorded the results below – segmented by gender, age bracket and location.

What influences which wine(s) you buy?

Topline results:

● Cost: 50.4%
● Occasion: 27.2%
● Origin: 20%
● Packaging/branding: 17.2%
● Age/vintage: 12%
● Organic: 7.2%
● Other: 5.6%

Males:

● Cost: 51.5%
● Occasion: 30.7%
● Origin: 25.7%
● Age/vintage: 14.9%
● Packaging/branding: 9.9%
● Organic: 4%
● Other: 3%

Females:

● Cost: 50%
● Occasion: 29.5%
● Packaging/branding: 27.3%
● Origin: 18.2%
● Organic: 10.2%
● Age/vintage: 8%
● Other: 8%

18-24s:

● Cost: 61%
● Occasion: 41.5%
● Packaging/branding: 29.3%
● Age/vintage: 19.5%
● Origin: 12.2%
● Other: 7.3%
● Organic: 4.9%

25-34s:

● Cost: 38.8%
● Occasion: 26.5%
● Packaging/branding: 22.4%
● Origin: 16.3%
● Organic: 10.2%
● Other: 8.2%
● Age/vintage: 6.1%

35-44s:

● Cost: 54%
● Origin: 32%
● Occasion: 30%
● Packaging/branding: 14%
● Age/vintage: 10%
● Organic: 4%
● Other: 2%

45-54s:

● Cost: 55%
● Occasion: 25%
● Origin: 20%
● Other: 10%
● Age/vintage: 5%
● Packaging/branding: 5%
● Organic: 5%

55-64s:

● Cost: 48.2%
● Origin: 42.9%
● Occasion: 25.1%
● Age/vintage: 14.3%
● Packaging/branding: 14.3%
● Organic: 3.5%
● Other: 1.8%

65+:

● Cost: 44.4%
● Occasion: 33.3%
● Origin: 33.3%
● Organic: 19.2%
● Age/vintage: 11.1%
● Packaging/branding: 11.1%
● Other: 3%

England:

● Cost: 48.7%
● Occasion: 31.1%
● Origin: 18.7%
● Packaging/branding: 16.6%
● Age/vintage: 13%
● Organic: 6.7%
● Other: 5.7%

Scotland:

● Cost: 58.1%
● Packaging/branding: 16.1%
● Origin: 16.1%
● Age/vintage: 12.9%
● Organic: 12.9%
● Occasion: 9.7%
● Other: 3.2%

Wales:

● Cost: 50%
● Occasion: 28.6%
● Packaging/branding: 28.6%
● Origin: 28.6%
● Age/vintage: 7.1%
● Organic: 7.1%
● Other: 7.1%

How much do you spend on a bottle of wine?

Topline results:

● £0-£4.99: 35.4%
● £5-£6.99: 29.9%
● £7-£9.99: 21.1%
● £10-£14.99: 7.5%
● £15-£19.99: 0.8%
● £20+: 5.3%

Males:

● £0-£4.99: 32.7%
● £5-£6.99: 27.1%
● £7-£9.99: 20.6%
● £10-£14.99: 9.3%
● £15-£19.99: 1.9%
● £20+: 8.4%

Females:

● £0-£4.99: 41.6%
● £5-£6.99: 27%
● £7-£9.99: 22.5%
● £10-£14.99: 4.5%
● £15-£19.99: 0.4%
● £20+: 4%

18-24s:

● £0-£4.99: 32.3%
● £5-£6.99: 27.9%
● £7-£9.99: 18.2%
● £10-£14.99: 8.8%
● £15-£19.99: 2%
● £20+: 10.8%

25-34s:

● £0-£4.99: 45.5%
● £5-£6.99: 22.6%
● £7-£9.99: 25%
● £10-£14.99: 0.5%
● £15-£19.99: 2.3%
● £20+: 4.1%

35-44s:

● £0-£4.99: 28.7%
● £5-£6.99: 30.9%
● £7-£9.99: 24.1%
● £10-£14.99: 8.3%
● £15-£19.99: 0.3%
● £20+: 7.7%

45-54s:

● £0-£4.99: 42.5%
● £5-£6.99: 29.5%
● £7-£9.99: 22.1%
● £10-£14.99: 4.5%
● £15-£19.99: 0.2%
● £20+: 1.2%

55-64s:

● £0-£4.99: 41.7%
● £5-£6.99: 16.7%
● £7-£9.99: 8.3%
● £10-£14.99: 25%
● £15-£19.99: 0.4%
● £20+: 7.9%

65+:

● £0-£4.99: 19.6%
● £5-£6.99: 46.8%
● £7-£9.99: 27.5%
● £10-£14.99: 2.5%
● £15-£19.99: 3.2%
● £20+: 0.4

England:

● £0-£4.99: 38.2%
● £5-£6.99: 25.5%
● £7-£9.99: 20.7%
● £10-£14.99: 8.4%
● £15-£19.99: 1.1%
● £20+: 6.1%

Scotland:

● £0-£4.99: 39.4%
● £5-£6.99: 26.2%
● £7-£9.99: 21.2%
● £10-£14.99: 3%
● £15-£19.99: 1.1%
● £20+: 9.1%

Wales:

● £0-£4.99: 11.1%
● £5-£6.99: 43.2%
● £7-£9.99: 21.9%
● £10-£14.99: 1.2%
● £15-£19.99: 0.4%
● £20+: 22.2%

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