4,000 grapes to choose from… but we stick to four wines because we don't know what else to choose
22:30 GMT, 25 January 2013
12:58 GMT, 26 January 2013
If the choice of wines in the supermarket leaves you feeling a little overwhelmed, you’re not alone.
According to new research, almost half of us stick to a repertoire of just four favourite wines because we don’t know what else to choose.
Even though there are more than 4,000 distinct grape varieties, research by Asda revealed that 46 per cent of us won’t try new wines for fear of wasting money on something we might not like.
A fifth of those surveyed said they were scared to be adventurous with wines as they dont think they know enough about wine
A quarter said they are too scared to experiment for fear of embarrassment.
And while it’s easy to feel intimidated by friends and colleagues who appear to be connoisseurs, researchers say there’s every chance they may be bluffing.
Survey results show 44 per cent of Britons stick to only four favourite wines whenever they go to the supermarket.
Men are twice as likely than women to buy a wine after seeing it on a TV programme
The top four wines stay-safe shoppers are most likely to drink are Merlot, Cabernet Sauvignon, Pinot Grigio and Chardonnay, with each being the favourite of more than 60 per cent of respondents.
A massive 70 per cent of wine drinkers have either never heard of or tried Malbec and more than three quarters have never heard of or tried Viognier. 17 per cent will only try a new wine if someone else is paying for it, while a fifth are most likely to experiment on a special occasion.
However, a fifth of those surveyed said they were scared to be adventurous with wines as they don’t think they know enough about wine to make a good choice and one in 10 don’t want to risk embarrassing themselves in front of friends and family.
When it comes to the reasons for choosing a wine, 60 per cent of respondents said that familiarity with a wine was a key reason for selecting it, while 41 per cent said that recommendations from friends and family were a key factor.
Interestingly, men were twice as likely than women to buy a wine after seeing it on a TV programme such as Come Dine with Me or Saturday Kitchen.
There are also notable regional differences, with northerners most likely to experiment while shoppers in Northern Ireland tend to play it safe and stick to what they know.
The research has led Asda to launch a new range of own-label wines, the Wine Selection, all featuring easy-to-understand tasting descriptions and clear labelling to encourage shoppers to experiment.
Tracy Ford, Asda’s wine category director said: ‘With so many wines to choose from and tighter purse strings, being adventurous and choosing something new can be risky so it’s no wonder Brits are sticking to what they know.
‘Our shoppers tell us they just want to know what a wine tastes like and which ones taste similar, so we’ve tried to remove the snobbery associated with wine by launching our new Wine Selection.’