Wine sales in pubs may not be reaching their full potential because consumer attitudes are still poorly understood by the on-trade.
New research for drinks brand owner Seagram claims to shatter many of the myths surrounding wine.
With its branded wine sales now exceeding a million cases a year, Seagram commissioned research which looks at the way consumers approach buying wine in pubs. It believes the findings will surprise many pub operators.
For example, the evidence suggests that wine is just as important as beer and spirits in influencing consumers' choice of pub.
More women than men drink wine, although it is also increasingly important to men as well. Male wine drinkers are more likely to include it as part of a repertoire of drinks, usually secondary to beer or lager.
Women will switch between different wines on different occasions, while staying within the overall category, and will not be happy to switch to another drink if the wine is poor.
House wines and unfamiliar brands are also mistrusted. Variable quality means that consumers are likely to be reassured by well-known wine brands when ordering in pubs.
While the Seagram report suggested the wine market was under-exploited by licensees, last month's Market Report found that wine sales in pubs were already the fastest growing of any product.