Recent data shows that while consumers have clear preferences about what they want from a wine in theory, their actual choices at the point of purchase tend to be influenced by more immediate factors. The figures come from research agency DoILikeIt? who found that while people feel quite strongly when asked about provenance, green credentials, the size of the producer and its production ethics, when faced with an aisle of wines they will most likely be swayed by discount offers and medals on bottles.