Press release

Grandchildren drive one in ten grandparents to drink!

Monday 21 June 2010

  • Saga launches exclusive wine club
  • Save over £32 off a case of premium quality wines

A new study from Saga today reveals that 90% of over 50s enjoy a glass of wine*, with a third drinking 3 or more bottles a month**. For many it is the ideal way to relax after a hard days work in the garden (32%) or after a bad day at work (10%) and for 12% of them it provides the perfect tonic after a visit from the grandchildren! Commissioned to mark the launch of the Saga Wine Club, the research shows that over half (55%) will simply opt for a quick drink whenever they are in the mood.

Wine is commonly seen as part of celebrating happy occasions, with two thirds (64%) enjoying a glass during a meal with friends, while a similar number (59%) reach for a glass of wine when toasting special occasions such as anniversaries and weddings and a third use it to mark the birth of a grandchild. The research also indicates that the over 50s drink more wine in the summer as a quarter (26%) say that a sunny day encourages them to open a bottle.

The UK wine market is worth £6bn, with 68% of UK adults drinking on average almost 6 bottles per month and almost 70% of 45-54 year olds are regular wine drinkers.***

The Saga Wine Club is offering a special introductory case of 12 premium quality wines, chosen specifically with the over 50’s in mind. The case is available for £59.99 (plus £6.99 p&p) a saving of over £32 on the normal selling price. Club members also get access to knowledgeable and experienced wine advisors on the Saga Wine Club helpline. Members can simply call one of the wine club’s experts whenever they need advice on selecting wines, or for those that like to experience new wines, to receive tips on what they should try next.

Saga also offer a 100% guarantee that if customers don’t like any wine they will replace or refund it without any fuss.

The Saga introductory case consists of eight different wines from around the world and highlights include San Pedro Rioja – ‘luscious red berry fruit and damson aromas, a classic taste of Rioja’ and for white fans Porta Reserva Sauvignon Blanc – ‘light, fresh flavours and zingy acidity…perfectly tuned to the flavours of summer’. All have been carefully selected by Avery Wine Merchants, one of the UK’s oldest family wine merchants.****

To take advantage of this exclusive introductory offer and save over £32 call 0845 408 0490, quoting SW001 or visit


Editors notes:

*Research carried out by Populus Research on an online poll of 13,800 British adults aged 50+ between 14th and 21st May 2010.

**TGI Dec 08


**** About Averys

Saga has teamed up with Averys Wine Merchants, one of the UK’s oldest-established family wine merchants, with over 200 years heritage. In today’s world of big brands and multiple retailing, Averys is proud of its independent wine merchant status, offering wines of flair, flavour and character often neglected by the multiple distributors. In a world where customer service is on the decline, Averys have made it their forte. Saga Wine

Wines included in launch selection are:


Chateau La Tonelle 2006, Cuvee Passion, Bordeaux Superieur (1 bottle)

San Pedro Rioja 2008 (1 bottle)

Casa Elena Carmenere cabernet Sauvignon 2009, Chile (2 bottle)

Domaine de la Haute Marone 2008, Cotes du Rhone AOC (2 bottle)


Matariki Aspire Sauvignon Blanc 2008, Hawkes Bay, New Zealand (1 bottle)

The Paddock Chardonnay Semillon 2008, Australia (1 bottle)

Porta Reserva Sauvignon Blanc, 2009, Central Valley, Chile (2 bottle)

Santa Lucia Pinot Grigio 2009, Veneto, Italy (2 bottles

For more information please contact the Saga Press Office on 01303 771529



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