New Survey of High Frequency Wine Drinkers Released

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A survey of daily and sever-times-a-week wine drinkers by Wine Opinions reveals latest trends and preferences for wine types and style. Highlights include evaluation of "fun wine" brands, attitudes on Merlot versus other red wine types, increasing purchases of wines over $100, and much more.

A new survey of wine consumers and members of the U.S. wine trade shows vastly differing attitudes on Merlot. “The trade and consumers are as opposite in disposition as Venus and Mars when it comes to Merlot,” said John Gillespie, founder of Wine Opinions. “Consumers show a very strong liking for Merlot wines, even if they are not always a favorite. The trade, however, seems to have turned its back on Merlot, especially in comparison to other red wine varietals.”

The findings of the new survey of members of the Wine Opinions Panel are detailed in Core Track Report Vol. 2, which was released today. Other “hot topic” issues covered in the report include attitudes and beliefs regarding “second label” wines; purchase behaviors in wine specialty shops; trends in purchase of wines priced over $100 at retail; and evaluation and brand comparison of “fun wines.”

With regard to “fun wines,” (defined as those having fanciful or “critter” labels, where a sense of humor is part of the brand positioning) the survey showed perhaps surprisingly strong acceptance among daily and several-times-a-week wine consumers. “Trial rates and satisfaction do skew younger overall with these brands,” noted Christian Miller, the Director of Research for Wine Opinions, “but there are quite interesting variations in the degree of acceptance among them.”

The Core Track reports are issued quarterly, and detail the taste preferences, attitudes, and purchasing trends among high frequency wine consumers. The reports are based on surveys of members of the Wine Opinions Panel, who are representative of the 16.1 million U.S. wine consumers who drink wine either daily or several times a week, and drive the market for fine wine in the U.S. The panel also includes less frequent wine drinkers and members of the wine trade, for comparative purposes.

Further details on the Core Track reports, a number of topline survey findings, and the other research and newsletter offerings of Wine Opinions may be found at the company’s web site –


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John Gillespie