In her last visit to Mendoza, Decanter’s editor, Sarah Kemp published the results of the consumption surveys performed by the English magazine, which favor Argentina.
Two different surveys performed by Decanter about the perception of English consumers about the New World wines resulted in good numbers for Argentina.
The survey included 339 readers. As regards prices, while in 2006 43% responded that they bought Argentinian wines once a month, this figure increased to 52% in 2009, while the percentages of Chile and Australia fell several points.
The price that consumers are willing to pay also changed: today, 42% is concentrated in the category between.. Click here to read the full story
5.99 to 9.99 pounds, while the percentage of consumers willing to pay between 15 y 20 pounds for an Argentinian wine grew from 1% to 2%.
“It is important to find out the words and images associated to Argentina,” said the editor of Decanter Sarah Kemp, who presented in Mendoza the results of other survey carried out through its web www.decanter.com, which included 700 readers. “45% of respondents come from United Kingdom, 22% from United States and the remaining percentage from all over the world. The average age is 45 years old, they are consumers with earnings over 8000 pounds.”
Argentinian wines had a high percentage (57%) in the list of wines to pair with food, but a lower percentage than other countries (27%) in the list of wines to drink without food.
As regards places to visit, Argentina stood for 47%, a higher figure than other countries such as Chile or New Zealand.
Concerning brands, the most well known in United Kingdom are still the Australian ones, which are in the chain of supermarkets, while Argentina is seen by consumers “as a country that produces wines that are not in the big chains.”
The survey points out that 41% of Decanter’s readers think that Argentina has not been discovered yet, but 46% maintains that their wines (46%, not so much as Chile, but the same as New Zealand) have an excellent price-quality ratio.
Source: http://www.winesur.com/top-news/english-consumers-want-to-discover-argentina
