Morrisons Taste Test tackles consumer confidence

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Three-quarters of consumers lack confidence when it comes to choosing wine according to recent research by Morrisons Cellar, so to help overcome this the multiple retailer has unveiled an online Taste Test which it says will help will help consumers to buy with more assurance.

 

The survey of 2,000 shoppers showed that women were least confident when it came to purchasing wine, with 64% admitting to feeling baffled, while 54% of men said they couldn't tell their Shiraz from their Chardonnay.

 

"Interestingly, consumers know the flavours they like but when it comes to wine, the category appears to mystify the majority of people and usual common sense does not apply," said Simon Harrison, commercial director for new business development at Morrisons.

 

The Taste Test, which was developed by Bibendum and is also now available as a Facebook app, identifies four categories of flavour, each broken down into 13 profile numbers, ranging from sweet (0-3), fresh (4-6), smooth (7-9) or intense (10-12). The theory goes that when shoppers find out which taste profile they most prefer, they can then match this with the wines on shelf, which have also been allocated taste profiles by the six-strong wine team.

 

After taking the Taste Test, over 71% of survey respondents said they would feel more confident about buying wine and over half were introduced to new wines they had never tried before.

 

Since the launch of the Taste Test, 37% of consumers have been revealed to be "fresh" drinkers, who would be drawn to a crisp Sauvignon Blanc, while "smooth" operators account for 32% of respondents happiest knocking back a Merlot. One in five of shoppers prefer a "sweet" flavour, and would be satisfied with a Moscatel, while only 8% prefer the rich intensity of wines like a full-bodied Shiraz.

 

More men than women were found to prefer "sweet" flavours (23% as compared with 20%), while one in three women identified most with "smooth" flavoured wines such as a full-bodied Bordeaux. Women were also revealed to be the more adventurous sex and keenest to try out new wines.

 

To access the app enter the following link into your mobile phone browser – http://apps2.finervision.com/morrisons/taste-test

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