It will be a red Christmas for alcoholic beverage consumers
11 October 2012
- UK consumers are most likely to say they will drink red wine at Christmas
- Difference in type of alcoholic beverage consumed is largely driven by gender
A study conducted by market experts at Canadean Consumer has revealed consumers are more likely to say red wine is their drink of choice at Christmas. The research also found that a significant amount of people are considering switching from their preferred alcoholic beverage at Christmas this year, with red wine set to benefit the most from this.
Canadean Consumers found that red wine is the most popular choice of alcoholic drink among UK consumers. Of the 1,559 interviewed consumers, 21% indicated red wine and 17% indicated white wine to be their main choice of alcoholic drink and this will not change at Christmas. Beer and lager are not far behind at 15% and 14%. Interestingly, whilst there are significant variations in the popularity of alcoholic beverages between men and women when it comes to beer, lager and white wine, there is minimal variation in the popularity of red wine between men and women.
Is there likelihood that consumers might change their choice of alcohol drink this Christmas? According to Nancy Sharra, a research analyst at Canadean Consumer, many retailers would find it useful to know that close to a quarter of consumers (21%) are likely to change their choice of alcohol drink this Christmas. Willingness to switch preferred beverage at Christmas is highest among cider (28%), beer (26%) and lager (23%) main drinkers. Red wine drinkers are the less likely to change with only 15% indicating likelihood to do so.
But what are these switchers likely to be drinking this Christmas? The trend will be towards red wine and sparkling wine. 17% of those that would change their type of alcoholic drink say they are likely to switch to red wine and another 17% say they are likely to switch to sparkling wine/champagne as their preferred beverage this Christmas.
Sharra concludes: “Red wine is definitely the drink this Christmas. It is likely that sharing a bottle of wine with friends or family is the most preferred form of alcoholic beverage consumption this Christmas. Retailers should ensure that they do not over prioritise promotions and shelf space on beer, lager and sparkling wine at the expense of red wine.
Figure 1: Likelihood to change the type of alcoholic drink you consume most this Christmas (% UK respondents, n=1,559)
Figure 2: Type of alcohol drink you will buy or consume this Christmas among those who will switch preferred drink (% UK respondents, n=274) 2012
Source: Canadean © Canadean