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Culture determines wine choice, according to a new marketing study.

Researchers at University of Adelaide surveyed 11 counties and retailers, restaurateurs and distributors in Australia, China and the United States.

The findings revealed that margin and price-point were the primary factors that influenced wine selection among Australian liquor retailers. However, taste and how well it complemented the food were primary factors in restaurants.

"All the work that goes into making a 'brand' for wine, including the packaging, medals, name and taste may be a waste of time if a wine business doesn't know what influences wine selection at various points of the supply chain," researcher Dr. Steve Goodman said in a news release. "Our research found that retailers are not influenced by an attractive label and medals. They want to stock wine that will deliver a good margin.

"Additionally, our research found restaurant managers select wines based on taste, while customers are more likely to choose a wine they've had before and enjoyed, rather than be swayed by restaurant staff recommendations. Therefore wineries need to ensure they engage with the end user not just the supply chain," added Goodman.

The study also revealed that Chinese wine suppliers and customers are more motivated by the brand of wine than their Australian and American counterparts.

"Customers in the U.S and Australia are influenced by the origin and variety of wine when they're shopping in a liquor store but this is less of a priority when choosing wine in a restaurant or bar," Goodman explained.

"Wine businesses need to understand their consumers and their customers (those who buy wine to sell to others). At the end of the day, the majority of retail purchases are made because of what is available -- someone may love your wine but if it's not easy to source, they're less likely to buy it," said Goodman.

"The basic tenet of the research was to identify the various exchange points along the wine supply chain and find out what influences the decisions at each point. We then displayed the results in detailed yet legible diagrams to help those engaged in selling and marketing wine to guide their market offer," he added.