Wine drinkers would be happy for producers to switch to more environmentally friendly glass and plastic bottles, according to a new consumer report.

A study for the Wine & Spirit Trade Association, conducted by Wine Intelligence, showed that glass weight and colour were low on the lists of priorities for shoppers when choosing wines.

Only 10% thought the colour of the glass was important or very important, and just 7% said the weight of the bottle was significant. This compares with scores of 74% for grape variety and 66% for promotions.

"One of the key messages from this is that consumers are open to change, especially if they understand the benefits,' said WSTA chief executive Jeremy Beadles.

The survey also showed that 37% of consumers would consider alternative packs such as PET and bag-in-box.