Ritchie, Caroline; Elliott, Gary; Flynn, Mike - In: International Journal of Wine Business Research 22 (2010) 2, pp. 102-121
Purpose – Most wine in the UK is sold in supermarkets and most of this on promotion. This holds down average bottle … influences consumers to buy in supermarkets and what might influence them to trade‐up. Design/methodology/approach – Literature … influence wine buying in supermarkets in the UK, particularly the impetus to trade‐up, were identified. An exploratory study …