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UK : the British consumer is not as knowledgeable about wine as the French would have hoped...

Par Vitisphere Le 16 décembre 2010
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UK : the British consumer is not as knowledgeable about wine as the French would have hoped...
T

he Daily Telegraph, revealed major gaps in knowledge of the average British wine.Entendons par "moyen", non pas celui qui est abonné à Decanter et incollable sur le classement de 1855, mais celui qui achète son vin en supermarché.
According to the survey conducted among consumers of wine from the supermarket chain Morris, more than two British think Chablis is a grape and 43% of them believe that Chardonnay is a region of France ... Customers Morris also revealed that the main driver of their purchase price, not quality or putting forward a know-how.Un tiers des clients a expliqué que l'accord du vin avec le plat du dîner n'était pas important pour lui...
La chaîne de grande distribution tire les conséquences de cette étude et a annoncé des embauches de conseillers de vente pour informer les consommateurs sur la qualité des vins et les accords avec les mets... Pedagogy and communication remain the only way to maintain aspiration of consumers to the top of the range and to avoid competition based solely on price.

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