Notes from a moderator, by Maria Troein

Wine regions were the focus of recent discussion groups conducted with key UK wine consumers. Concentrating on mainstream wines (around the £5-£7) mark, there were a few messages that stood out:

1. For the majority of consumers, region seems to play only a moderately important role in their wine decision

2. Instead, consumers are more familiar with varietal and country of origin – while varietal seems to be a near-universal cue from which consumers predict what the wine will taste like, country of origin is widely used as a quality and value cue

3. However, some regions have successfully been able to “play the region card”, by building what some would call a “brand”, capable of conveying a clear message about the style of wine

Learn more about the potential of regions and wine marketing in the seminar “Playing the Region card: Profitable perspectives from key international wine markets” part of the Wine Intelligence’s Global Conversations programme at London International Wine Fair. Drawing on further in-depth qualitative and quantitative international insights, this seminar will provide wine producers and wine regions with important consumer insights to fully maximise the region opportunity.

Read full seminar synopsis and book your seminar place here.