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Decanter magazine 2007

Main Advertisers' pageDecanter magazinedecanter.comCosts Founded in 1975, we write about wines and spirits from everywhere in the world. The editorial is written from the consumer's point of view, but the magazine is read by both Wine Trade and Consumers. Advertising Agencies use us for both Trade and Consumer Advertising campaigns.

Print Order: 40,000 copies per month


UK 19,800: Consumers – 15,800 Trade – 4,000
North America
Consumers – 6,300 Trade – 2,200
Consumers – 4,000 Trade – 3,000
Far East & Australasia
Consumers – 1,000 Trade – 2,000
Click here to see Decanter magazine advertising costs

Readership Survey

Our latest readership survey, with results elaborated by NOP, reveals some encouraging facts about Decanter:

– 41% of our readers are under 45 years old; 15% are under 34.

– 40% have a combined household income of £75,000 or more.

– 39% of our readers purchase their wine through independent wine merchants.

2006 General Information

Decanter Magazine is currently being actively promoted to all the independent UK wine retailers. We will have a presence at all the major wine fairs throughout the world to back up our current subscription and marketing drive.

Source: NOP December 2001

‘The best wine magazine. You have reached a new level of writing, research, layout, production: it’s worth the price of several books.’
Hugh Johnson

Readership Profile

Decanter has commissioned NOP (National Opinion Polls) to conduct an in-depth survey on its readers’ lifestyle and buying habits. Here are the main findings:

Social Class Male/Female Breakdown
AB 45% Male 82%
C1 40% Female 18%
Not stated 5%

Annual Income

Less than £19,999 6%
£20,000 – £29,999 8%
£30,000 – £39,999 10%
£40,000 – £49,999 13%
£50,000 – £74,999 10%
£75,000 – £99,999 16%
£100,000 – £124,999 6%
£125,000 – £149,999 4%
£150,000 and over 14%

Decanter readers are in the top socio-economic groups and have very high disposable incomes.

What to expect in Decanter magazine over the coming year


93% of readers state that Decanter influences their purchase of wine.

Trade Readership

20% of Decanter readers work within the wine trade or a related trade. This category includes retailers, hoteliers, sommeliers, restaurateurs and importers.

Trade Influence

92% of trade readers are influenced by Decanter.

Publisher’s Statement

Average number of readers per copy: 2.25

Expenditure on wine:

One third of Decanter readers spend over £50 a week on wine

Three quarters spend over £20 a week on wine

Fine Wine purchase:

93% of our readers buy wine to lay down (60% regularly)

68% buy en primeur

Entertaining at home (with wine):

7% entertain at home twice a week or more

18% once a week

29% 2-3 times a month; 28% once a month

Eating out in restaurants (spending more than £40 per head):

Over a quarter of our readers eat out at least once a week

14% eat out twice a week

Where do our readers prefer to purchase their wine (1st Choices)?

Independent Wine Merchants – 39%

High Street Chain – 18%

Mail Order – 9%

Direct from Producer – 7%

Supermarket – 7%

Wine Warehouse – 5%

Auction – 3%

French Channel Ports – 3%

Wine Broker – 3%

Others – 6%

Holidays in wine regions:

93% of our readers take holidays in wine regions and visit vineyards, châteaux etc.

86% are likely to go on a holiday to a wine region in the future

Click here to see Decanter magazine advertising costs

Source: NOP December 2001

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