For professionals who perform tastings, or “sensory analysis” of wines, the best time is always in the morning, when our perception is more “awake”.
However, as the end of the day and the weekend approaches, many people like to have a few glasses of wine to relax, get rid of stress and a tiring day at work, or simply raise a toast to the weekend.
On the other hand, there are people who like wine only on special occasions, in events, celebrations, meals with family or friends, … but always together.
But when is the best time to enjoy wine? Should we seek sensory pleasure like professionals, or emotions like non-alcoholics?
Researchers recently discovered that not only is there “alcohol hour,” understood as the time when the greatest number of consumers choose this beverage, which culminates on Friday at 6:30 p.m., but also revealed that the time of wine consumption starts at 4:45 pm and ends at 9:00 pm.
The study was conducted by Enolytics, an Atlanta-based data company that analyzes information from the wine industry. For its research on “wine time,” the company analyzed 2.06 million data generated by people using the “Hello Vino” app, offering wine and food recommendations. pairing abilities, as well as a record of what alcohol they drank, and especially when they drank.
Collected data shows that wine drinking time starts at 4:45pm and ends at 9pm, peaking between 6pm and 6:45pm.
Despite the fact that some people drink throughout the day and others only on special occasions, Enolytics have described wine hour as a time when alcohol consumers are more engaged and interested in it.
Enolytics co-founder Cathy Huyghe admits that it “means something different for each person along with the continuity of the wine industry.”
Unsurprisingly, the resulting heatmap shows that people tend to drink more alcohol on Fridays and Saturdays, although there is also a peak on Sunday afternoon.
This information is useful for the alcohol industry when planning deals, promotions and the like to know when people tend to drink.
The special case of Great Britain
Another recent independent study found that Britons tend to open bottles of wine on Friday afternoons at 6:53pm. Research shows that this is the time when adults turn to wine as a relief during the work week. It also turns out that while one in five people (20%) prefers a glass of rosé, 6% chooses sparkling wine.
New research, conducted by the company Encirc, asked 2,000 adults in the UK about their preferences and habits with wine, and it appears that the most commonly consumed wine is red. since more than a third (one 37%) prefer white wine (36%).
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