Wine enthusiasts in the UK prefer to buy wine that has a strong reputation in its home country, such as Bordeaux or Burgundy, according to new research.

A survey showed that eight out of ten British wine drinkers thought this was one of the most important factors when choosing a bottle.

Meanwhile, 67 per cent look at whether the vineyard grows its own grapes for an indication, Harpers Wine & Spirit Trades Review notes.

Conducted by consumer insight consultancy Do I Like It?, the poll showed that celebrity endorsement actually counts for very little with the buying public.

Just three per cent said they would buy a wine because a famous name enjoyed it, while 60 per cent said the vineyard being owned by a personality would be the factor least likely to influence their purchase.

One of the most popular wines with UK customers appears to be New Zealand label Cloudy Bay.

According to The Drinks Business, research from Wine Business Solutions has found that it is the most frequently listed wine in Britain.