Hardys may be the most popular UK wine, but it is not the most recognised, according to new research.
That distinction goes to Jacob's Creek, the UK's fourth-most popular wine by volume [Nielsen year to May 19 2007], which has emerged as the leading brand based on a survey of more than 1,000 wine drinkers.
Blossom Hill was the second most recognised in the survey, conducted by Wine Intelligence, the wine research and consultancy company. Wolf Blass and Banrock Station also performed well.
"Jacob's Creek may not be number one by volume, but it is the champion in terms of the five measures of consumer strength," said Paul Medder project manager at Wine Intelligence.
The brands were assessed on consumer awareness, affinity, propensity to buy, propensity to recommend and penetration. "It shows consumers' brand preferences when there are no promotions to influence them," said Medder.