Red wine drinkers love to spend money on clothes, white wine drinkers prefer to holiday in the UK, and rosé drinkers enjoy a good gossip on Facebook, a study revealed today.
Experts who examined in detail the social habits of wine drinkers found that their lifestyles really can be generalised according to their preferred wine colour.
Research was carried out by French Wines with Style amongst 2,000 UK adults during the period 24-28 November 2012, and looked into everything from earnings to career prospects and personal attributes.
Gerard Basset, spokesman for French Wines with Style, which commissioned the report, said:
“They say you can tell a lot about someone from their favourite tipple, and it seems that it is definitely the case when it comes to wine. It looks as though those with certain personality traits are drawn to certain styles of wine.
“Red wine drinkers appear to be the more relaxed of wine fans. White wine drinkers love the status quo. Whilst rosé fans are itching for change.”
Read on to find out more about your customers and (perhaps) their personality traits, then consider how your business can benefit from these insights.
Red wine drinkers – the professional, confident achievers
British red wine drinkers see themselves as confident, relaxed, strong and intelligent. Over half (52%) of red wine drinkers are university graduates and, typically, they earn between £40-45,000 per year.
Four in five (81%) say they are happy at work, but the majority (65%) are still highly ambitious and want to scale higher up the career ladder. Just under a quarter (22%) think they have achieved all they can professionally.
Outside of the work place, over half (52%) are married; with over four in five (86%) saying their relationship is a happy one.
And three in five (59%) think they are stylish, with 88% taking pride in their appearance.
Red wine drinkers also enjoy spending the money they earn. A quarter (25%) take over three overseas holidays a year and a third (33%) take three or more UK mini breaks on top of that.
As a result of their travel (red wine drinkers have visited, on average, 10 countries); over three quarters (76%) consider themselves to be ‘cultured’.
When it comes to friends, red wine drinkers have a greater enthusiasm for ‘real’ versus ‘virtual’ friends. Ninety per cent say they enjoy socialising with friends but only log onto social networks such as Facebook eight times in an average week.
White wine drinkers – the practical, bright stay-at-homers
White wine drinkers tend to use words such as bright, shy, quiet and reserved when describing themselves.
The average UK white wine drinker sees themselves as ‘practical’. Over four in five (87%) take pride in their appearance, but that’s not at the expense of being a fashion victim. Just over half (56%) would describe themselves as stylish.
White wine drinkers are also more likely to holiday in the UK than overseas. They take a more active interest in matters closer to home than travelling to far flung corners of the world.
On average, a white wine drinker pockets around £25-30,000 per year, with fewer than half (43%) having attended university.
Given their earnings, it’s perhaps no great surprise that 81% say they are not yet near the top of their career.
Yet most are not really interested in the corporate ladder. Almost half (42%) say that they are not that ambitious when it comes to the workplace. In fact over three quarters (79%) are very satisfied with what they’ve achieved.
Outside of work, white wine drinkers enjoy three glasses a week on average.
White wine drinkers are also more likely than other wine drinkers to be happily single. 85% of single white wine drinkers say they are not looking for a relationship.
Rosé wine drinkers – the online ‘all change’ embracers
Rosé drinkers like to describe themselves as loud, warm and charming.
A rosé drinker is more likely to have left school at eighteen, but this has not stopped their earning potential. Over half (55%) of rosé fans leave school by 18 but go on to earn an average salary of around £30,000. Almost a quarter (22%) of rosé drinkers have itchy feet though and will be looking to secure a new job in 2013.
A rosé drinker adores Facebook, averaging 146 friends and 13 visits to the site each week.
Rosé drinkers love new clothes too and spend an average of £435 a year on their wardrobe.
However, the spend on clothes does restrict opportunities for overseas holidays. Rosé drinkers have visited an average of just seven countries, although 70% still consider themselves cultured and well-travelled.
They are most likely to be in in a happily settled, unmarried relationship.
Rosé drinkers average just two glasses of wine a week. The least of all wine drinkers.
French Wines with Style
The UK campaign is part of a pan-European French wines marketing campaign funded by FranceAgriMer, the French organisation responsible for supporting French agricultural sectors. Activities run across six countries: Belgium, Denmark, Germany, Netherlands, Russia and the UK.
The three-year campaign aims to demonstrate the diversity and accessibility of French Wines, and uses the strapline “Wines with Style”.
To help people choose a wine that best reflects their outlook on life, French Wines with Style has worked with the country’s leading wine writers, bloggers and sommeliers to pull together a diverse list of the Top 150 wines currently available in the UK.