More than half of consumers prefer to buy alcoholic drinks from a specialist off-licence, according to retail consultants HIM.
HIM's survey of 1,586 off-licence shoppers also indicated there were plenty of areas where off-licences could increase sales.
These included targeting higher-value shoppers, particularly those who want an expensive wine for entertaining.
These people account for 21% of all sales and have the highest spend.
But HIM said it was also important to keep regular customers happy as they account for 45% of all sales.