Leapfrog Research toasts new wine contract

Leapfrog’s qualitative programme includes ethnographic evening home visits to wine drinkers and group discussions to investigate how people choose the wines they buy, how they consume it and how the Laithwaites brand is positioned in the drinks sector.

Abi Hirshfeld, head of wine at Laithwaites, said: “This forms part of an important strategic review for Laithwaites Wine that will help us understand what customers are really looking for when they buy wine.”

Laithwaites has 11 shops in the UK but the bulk of its business is direct retailing to consumers’ homes.