Recognition of the growing importance of consumer marketing prompted the research which lead to this first A.E.R.U. Research Report in the field of consumer surveys. We anticipate that other similar studies will follow, dealing with various agricultural and horticultural products. The objective of the present research was to present information on patterns of consumer purchase and consumption habits for various classes of wine. The results presented are perhaps particularly timely since the Wine Institute of New Zealand now provides an opportunity to co-ordinate such information and disseminate it through the industry. A seminar held at Lincoln College for the Wine Industry in November 1976 resulted in the conception by Michael Mellon of the survey presented in this report; the survey team was headed by Rod Brodie.