London: Despite large increases in consumption, it seems Britons do not take much notice of what they are pouring down their throats as a new survey has claimed that most of them have no knowledge about wine.
And whatever they know hardly extends beyond telling the difference between red and white.
In particular, many of them are still confused as to the crucial difference between the grape and the region of the wine.
More than half (58 per cent) of Britons still think that Chablis is a type of grape when it is actually a region in France, with a further 43 per cent thinking Chardonnay is a region in France when it is actually a grape.
Another 43 per cent failed to recognise that Beaujolais is a region in France.
Nearly one in five (16 per cent) do not recognise that Champagne is in France rather than Spain, Italy or Germany.
And instead of looking for quality and tradition, Britons would rather rely on price to judge which bottle to buy.
The research by Morrisons showed that nearly three quarters (74 per cent) of Britons claim that price is their main motivation when choosing a wine ahead of the label (44 per cent), colour (42 per cent), or to match their food (38 per cent).
Many of the Britons do judge a book by its cover when it comes to wine, with almost a quarter (23 per cent) saying a pretty bottle will sway their decision.
A third of admitted that of being impressed by someone with knowledge of wine and a further 16 per cent admitted to lying about their knowledge of wine to impress someone.
Moreover, almost a third of Brits don``t think it is important to match their wine and the food, with only 3 per cent saying that this is essential to their choice.
"As more people stay in and host their own dinner parties, choosing wine can feel like a daunting prospect," the Telegraph quoted Arabella Woodrow, Master of Wine at Morrisons as saying.
"This is why we are continuously perfecting our new range, so that it is clear and easy to understand the difference between your Bordeaux and your Beaujolais. Ensuring it complements your meal as well as your hosts," she said.