Brits more likely to take advice from others on choosing a quality wine than mortgages or their love life, Sainsbury’s finds


New research from Sainsbury’s has revealed that despite our love for a tipple or two, Brits don’t feel confident in their wine knowledge when it comes to choosing the perfect bottle, and heavily rely on advice from others instead.

Wine was found to be the top thing that Brits look to others for opinions on. Almost one in four (23%) trust other people’s advice on a good wine more than their own, beating other major life events including mortgages (19%), new job opportunities (13%), and even advice on how to end a relationship (9%).

The top ten factors that Brits trust other people’s advice on more than their own is:

  1. A good quality wine (23%)
  2. A mortgage (19%)
  3. Holiday destinations (18%)
  4. What to wear to a big event (17%)
  5. Choosing a present for your in-laws (15%)
  6. New job opportunities (13%)
  7. How to ask your boss for a pay rise (10%)
  8. How to end a relationship (9%)
  9. Whether to get back with an ex-partner (8%)
  10. What to include on a dating profile (8%)

The research by Sainsbury’s reveals that the nation’s confidence in shopping for a top-notch wine is somewhat shaky. In fact, a good quality wine is what Brits feel least confident about when it comes to purchasing decisions. A whopping 40% don’t feel confident in their knowledge when deciding on a good quality wine to buy, compared to just 27% who don’t feel confident when investing in a new car, and an even lower 21% on buying a new house.

The retailer found that over one in ten Brits (11%) even admit that they have bottled it and copied a friend or family’s wine choice in a restaurant or observed what other shoppers are choosing in the wine aisle when they are stuck on which wine to try. Friends (17%) and online reviewers (13%) were found to be the most trusted fountains of knowledge when it comes to wine.

This comes as Sainsbury’s has exclusively launched an in-store and online wine ratings partnership with Vivino, the world’s most downloaded wine app, which offers honest peer-reviews, meaning customers can access on the spot recommendations from a huge community when shopping for wine.

Across a range of wines, Sainsbury’s customers can now view a Vivino number rating on a scale of one to five, with a 3.7 rating or higher considered a top-rated wine. The ratings will be displayed alongside the bottles in-aisle across stores nationwide, as well as available on the Sainsbury’s website when shopping for wine online.

Jack Lucas, wine buyer for Sainsbury’s, comments: “Offering amazing choice with a wide range of exceptional wines is something we pride ourselves on at Sainsbury’s. We’re taking this one step further by partnering with Vivino to offer customers additional reviews on a number of bottles across our wine offering. We know how much our customers value recommendations from friends and family when it comes to choosing wine, so we’re really excited to be bringing this new and exclusive partnership so that they are able to make more informed decisions when shopping with us in-store and online”.

Sainsbury’s customers can view Vivino ratings across 53 wines in 423 stores nationwide and via the website now as part of an 8-week trial.