International Wine Challenge

Background and contacts

About International Wine Challenge

The International Wine Challenge (IWC) owned by William Reed Business Media is now in its 35th year. The IWC is accepted as the world's finest and most meticulously judged wine competition which assesses every wine blind and judges each for its faithfulness to style, region and vintage Throughout the rigorous judging processes, each medal winning wine is tasted on three separate occasions by at least 10 different judges and awards include medals (Gold, Silver, Bronze) and Commended awards

About The Digital Newsroom

The International Wine Challenge Digital Newsroom is a simple and useful resource for you to keep track of all the latest news stories. High resolution images and complete press releases are available to download from here, and you can connect with our various social media profiles easily. Suggestions for improvements are welcome.

Contact Details

Elly Barham-Marsh Helen Kenny
Manifest London
t. +44 (0)203 1379 270

International Wine Challenge

7:33pm is THE time to pop your cork: International Wine Challenge discovers the exact time of wine o’clock

International Wine Challenge answers the age-old questions – when IS wine o’clock?

A recent survey by the International Wine Challenge has discovered that thirsty Brits are most likely to crack open a bottle of wine at 7:33pm. The survey commissioned by the prestigious wine competition investigated the habits of British wine drinkers, unveiling that this was the average time for a glass on vino in the UK.

  • The survey also found that men were most likely to crack open a bottle first, with almost twice as many men (14%) as women (8%) taking their first sip before 6pm.
  • Age also proved to be an important factor when deciding when to reach for the Rioja.  Over 65s perhaps relishing the relaxed pace of retired life reported the earliest time for wine o’clock at 7:12pm, and were three times more likely to indulge in a glass before 4pm.
  • Around a third (30%) of 25-34 year olds would have their first glass of wine before 7pm, while 45-54 year olds were most likely to wait until after the watershed to take their first sip.
  • Wine drinkers in the capital and Wales proved to be the thirstiest, with the average wine o’clock for both regions being 7:18pm.
  • Welsh drinkers were also most likely to have an early evening slurp, with 10% saying they would enjoy a glass before 6pm.
  • Residents in the North West of England were least likely to indulge in an early vino with only 2% admitting to drinking wine before 6pm.


“This survey has been a fascinating insight into the drinking habits of our nation’s wine lovers. A glass of wine at the end of the working day is the perfect way to unwind, and it’s been really interesting finding out when Brits pour their first glass. The International Wine Challenge is committed to making sure wine o’clock is always enjoyable, and our medal system can help you find the perfect wine for any occasion, on any budget.”

Read the full press release below.

Attached Files