Main Advertisers' pageDecanter magazinedecanter.comCosts Founded in 1975, we write about wines and spirits from everywhere in the world. The editorial is written from the consumer's point of view, but the magazine is read by both Wine Trade and Consumers. Advertising Agencies use us for both Trade and Consumer Advertising campaigns.
Print Order: 40,000 copies per month
Circulation:
| UK | 19,800: | Consumers – 15,800 | Trade – 4,000 | ||
| North America |
8,500:
|
Consumers – 6,300 | Trade – 2,200 | ||
| Europe |
7,000:
|
Consumers – 4,000 | Trade – 3,000 | ||
| Far East & Australasia |
3,000:
|
Consumers – 1,000 | Trade – 2,000 | ||
| Others |
1,700
|
Readership Survey
Our latest readership survey, with results elaborated by NOP, reveals some encouraging facts about Decanter:
– 41% of our readers are under 45 years old; 15% are under 34.
– 40% have a combined household income of £75,000 or more.
– 39% of our readers purchase their wine through independent wine merchants.
2006 General Information
Decanter Magazine is currently being actively promoted to all the independent UK wine retailers. We will have a presence at all the major wine fairs throughout the world to back up our current subscription and marketing drive.
Source: NOP December 2001
| ‘The best wine magazine. You have reached a new level of writing, research, layout, production: it’s worth the price of several books.’ Hugh Johnson |
Readership Profile
Decanter has commissioned NOP (National Opinion Polls) to conduct an in-depth survey on its readers’ lifestyle and buying habits. Here are the main findings:
| Social Class | Male/Female Breakdown | |||
| AB | 45% | Male | 82% | |
| C1 | 40% | Female | 18% | |
| Not stated | 5% |
Annual Income
| Less than £19,999 | 6% | |
| £20,000 – £29,999 | 8% | |
| £30,000 – £39,999 | 10% | |
| £40,000 – £49,999 | 13% | |
| £50,000 – £74,999 | 10% | |
| £75,000 – £99,999 | 16% | |
| £100,000 – £124,999 | 6% | |
| £125,000 – £149,999 | 4% | |
| £150,000 and over | 14% |
Decanter readers are in the top socio-economic groups and have very high disposable incomes.
Influence
93% of readers state that Decanter influences their purchase of wine.
Trade Readership
20% of Decanter readers work within the wine trade or a related trade. This category includes retailers, hoteliers, sommeliers, restaurateurs and importers.
Trade Influence
92% of trade readers are influenced by Decanter.
Publisher’s Statement
Average number of readers per copy: 2.25
Expenditure on wine:
One third of Decanter readers spend over £50 a week on wine
Three quarters spend over £20 a week on wine
Fine Wine purchase:
93% of our readers buy wine to lay down (60% regularly)
68% buy en primeur
Entertaining at home (with wine):
7% entertain at home twice a week or more
18% once a week
29% 2-3 times a month; 28% once a month
Eating out in restaurants (spending more than £40 per head):
Over a quarter of our readers eat out at least once a week
14% eat out twice a week
Where do our readers prefer to purchase their wine (1st Choices)?
Independent Wine Merchants – 39%
High Street Chain – 18%
Mail Order – 9%
Direct from Producer – 7%
Supermarket – 7%
Wine Warehouse – 5%
Auction – 3%
French Channel Ports – 3%
Wine Broker – 3%
Others – 6%
Holidays in wine regions:
93% of our readers take holidays in wine regions and visit vineyards, châteaux etc.
86% are likely to go on a holiday to a wine region in the future
Source: NOP December 2001
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