1. At 42%, the biggest is the “Mainstream At-Homers” who spend 4-5 quid 3+ times a week. They are very sensitive to Promotions and very involved in the selection / researching of wine. Countries: France, Australia, Chile.

2. Adventurous Connoisseurs at 20% consists of regular wine drinkers (3+ occations weekly) spending top dollar 6-7 pounds. These high income bunch read upmarket newspapers and they really know their wine.

3. Sociable Promotion seekers. aka Cheapos who love wine. Highly sensitive to promotions and drinks almost every day!

4. Weekly Treaters at 18% seldom drink wine, but pay premium price. Young, single demographic.

5. Frugal Conservatives at 20% are infrequent wine drinkers, low income (poor), drinks at home alone, spends up to 4 pounds.

What I can see, is.. Mainstream at homers are the most lucrative sustaining market. 2nd choice would be Portrait 4 who do it once a week. The Adventurous dudes are hard to please cuz they really know their wine. Their top dollar is not worth it; its more like a niche.

There’s potential for Portriat 3, the drunkards who drink so often, but price would be an issue.

Here’s a Top 10 list as of 2005.

Top 3 Lager: Stella, Carling, Foster’s

Top 3 Wines: Hardys, Blossom Hill, E& J

Top 3 Fortited Wines: Harvey, Croft, Martini Extra Dry

Top 3 Ale / Stout: Guiness (duh~), John Smith, Boddington’s

Top 3 Liqueurs: Baileys, Southern Comfort, Pimms No. 1

Top 3 Champaign: Moet & Chandon (I actually tried this stuff before!), Veuve, Clicquot

Top 3 Ready-to-drink: Smirnoff Ice, Bacardi, WKD

Top 3 Cider & Perries: Strongbow, Lambrini, White Lightning

Top 3 White Spirits: Smifnoff Red Label, Gordon’s Gin, Glen’s Vodka

Top 3 Dark Spirits: Bell’s 8 Yr, The Famous Grouse, Teacher’s

[Source: AC Nielsen / Checkout 2005]

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