UK wine consumers are more likely than ever before to pay over £7 for a bottle of wine, according to Wine Intelligence.

The group’s UK Market Trends Report shows that total consumption is down slightly and the on-trade is still suffering as consumers prefer to drinks wine at home.

The main choice driver is promotions, while grape variety and brand or product familiarity are next on the list when it comes to driving decisions.

In the on-trade, splashing out on a big night is significantly down, though formal meals and informal drinks are starting to make a comeback after hitting lows in March 2010.
While spend per bottle is rising, particularly in the off-trade, it is in part driven by tax and duty increases. In 2008, around 65% of UK consumers said they typically spent below £5 per bottle for wine to drink at home but this year that proportion has fallen to around 45%.

But those who say they typically spend over £7 has doubled since 2008, and now accounts for 16% of UK wine consumers.

Chief operating officer Richard Halstead, said: “The recession era post-2008 has been characterised by consumers wanting to maintain their lifestyle through more canny purchasing habits, and wine is at the forefront of this trend. Britain’s wine drinkers have got used to the idea of buying good food and wine to drink at home for a treat, while still saving money compared with a night out.”

He added: “While promotions are still the key driver of purchase, it is being tempered by a need to trust in the product, which is driving consumers towards familiar and reassuring brands.”

Wine Intelligence’s UK market report is based on Vinitrac UK data collected from March 2008 to April 2012, which questions a minimum of 1,000 regular UK wine drinkers at a time.