A consumer-based study has found that the British seem to be on the road to adopting a more European approach to drinking.

The study, undertaken by Key Note, shows that nearly two-thirds of the population now regularly drink wine with meals.

The percentage of people who now say that drinking alcohol with a meal is an enjoyable occasion has risen from 50% to 64% over three years.

One of the most expanding UK markets now is that of light wines, having grown 35.7% over the past four years.

The study found that the greatest change to drinking habits was the acceptance of wine as a regular drink for domestic consumption.

Simon Taylor, senior editor at Key Note underlined the importance of travel and overseas culture on the change in British consumer habits.

‘Holidaymakers are exposed to drinks and drinking habits often seen as more continental and sophisticated than those in the UK,’ he said.

Written by Oliver Styles