Why we did it?
Bibendum have created the Taste Test with one thought in mind: to democratise wine for the UK wine consumer.
We have carried out this work to help those customers who are new to wine or those who may be stuck in a rut of ordering ‘the usual’, to find something they are likely to enjoy. Our intention is to remove the "trauma of trial" from wine purchasing and to help consumers move away from just navigating the wine range by price.
Compiling the Taste Test data bank has also given us unprecedented levels of information on how customers interact with the category and how we can make wine more accessible. This includes data on spend by occasion, first choice country, full country repertoire, varietal choice, first drink choice and even which words are most likely to engage a customer on a wine list.
Most popular wine descriptors:
More wine descriptors:
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