(Just-Drinks) - Technology is driving "unprecedented" change in the way in the way retailers sell wine all over the world, according to the co-founder of market research group Wine Intelligence.

Retailers in developed markets are looking at how digital technology can engage more consumers, amid overwhelming choice and lean economic times.

Meanwhile, use of the internet to purchase wine is rising globally. In China, the proportion of wine drinkers buying online is set to rise to almost 50% by 2020, from 27% currently. In the UK, 18% of wine drinkers buy online, and this could hit 26% by 2020.

"We're seeing unprecedented change in the retail landscape for wine around the world," said Richard Halstead, co-founder and COO of Wine Intelligence, at a briefing organised by trade show Vinexpo in London today (25 April).