WINE drinkers typically spend £9 on a bottle for themselves but £12.50 when hosting – to impress their guests with pricier plonk.
A poll of 2,000 wine drinkers found 44% splash out when hosting at Christmas, with this rising to 56% when gifting to someone else.
While three-quarters will do so because they want an expensive bottle to celebrate a special occasion and 35% want to impress their guests.
The research also showed that 27% still think premium labels are better quality.
However, 23% admit they find buying wine a stressful experience – with 51% of these claiming there are too many options to choose from.
And 46% don’t know how to identify a good bottle from a bad, whereas 32% are simply bewildered by wine jargon.
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The research was commissioned by Lidl GB, to mark the return of its Chateaux Noir events, which are designed to democratise wine and challenge preconceptions about wine etiquette through a tasting experience in total darkness.
The sensory events will see the supermarket take on major drinks brands as it aims to dispel the belief drinkers need to blow the bank to enjoy quality booze.
It also emerged 51% of wine drinkers tend to stick to what they know, and 49% choose a bottle based on where it comes from.
Whereas 45% will default to whatever is on offer, 23% have a ‘go-to’ bottle, and 18% will opt for whatever label they like to look of.
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However, 24% wish they knew more about wine – with nearly a third saying they would experiment with different wines if they knew more about them.
But while many are keen to experiment with wine, there are some rules they certainly won't abide by.
For 43%, they are happy to serve white with a dish that isn’t fish, and 39% will drink rose all year round.
Many don’t mind if their bottle is corked or a screw top (37%), and 35% will drink champagne from any glass, not just a flute.
More than three in 10 (31%) will even chill a bottle of red and 30% will pop a few ice cubes into their vino on a warm day.
In fact, 31% find ‘wine etiquette’ snobbish, with just 8% believing that following traditional ‘rules’ of wine etiquette enhances their enjoyment of the drink.
The events will be hosted by Lidl GB’s master of wine, Richard Bampfield, and will see guests enter a ‘palate cleansing tunnel’ before a blackout wine tasting room.
He said: “At Chateaux Noir, not only do we want to challenge preconceptions about affordable wine and prove to customers that great taste isn’t determined by premium branded price tags, but to open people’s minds and challenge what they think they know already about wine.
"So, if you think you’re a strictly red drinker – think again.
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"We’ll reveal how similar flavour profiles can carry across different categories that you might never have otherwise considered.
"This Christmas, Chateaux Noir is encouraging shoppers to rip up the rule book and start experimenting – ultimately, there is no ‘right’ or ‘wrong’ way to drink wine – if you love it, then that’s all that matters.”
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