The simplicity of a label, the wine’s colour and price are factors which most sway people to buy a certain a bottle.

That’s the message from a panel of consumers who were put under the spotlight at Consumer Question Time – the first industry briefing of the LIWF.

“In label designs I’m looking for something colourful and appealing,” said Danielle Meenagh, winner of Michel Roux’s Service Sommelier Scholarship, who falls into the 18 to 24-year-old age bracket.

“It must be simple and say where it’s from and what it is,” added Charlotte Ashton, another 18 to 24-year-old, who admitted when it comes to buying wine, “it’s more about quantity than quality”.

For Keith Derham, a “curious wine lover” in his thirties, “brief tasting notes on the back” are what persuades him to buy a bottle.

Consumer Question Time was hosted by Bernadette Costello from Costello Media and Tim Wilson, managing director of the Wilson Drinks Report, who revealed a You Gov poll of 14,000 British adults found colour was the first thing they make a decision on when buying wine in the off-trade.