Core Markets Wine Purchasing, Storage, Leisure, Education & Investment
Purchasing • 89% buy fine wine and wine for daily consumption
• 85% say recommendations from Decanter influence purchases
Storage • 92% have cellar • Average 1,004 bottles in cellar
Leisure • 83% have been on a holiday in a wine region, visited a vineyard/winery • Top 3 countries/regions respondents would like to visit: New Zealand, Chile and Argentina • Top 3 places respondents go to for information on wine holidays/trips: books, Decanter magazine, other internet sites
Education • 42% of respondents are members of a wine club
• Over ½ (59%) have been on a wine course – the most popular being any merchant in-store tasting
Investment • 54% regularly buy wine as investment • 30% buy wine en primeur
Source: IPC Media Insight Dept. Decanter survey, January 2010
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