Coming off a year where our trust has never been more tested, Reader’s Digest has revealed Australia’s Most Trusted Brands for 2021, with the selection including the most favoured wine subscription services for the first time.
Reader’s Digest commissioned an independent market research agency to conduct a stand-alone survey of a representative sample of more than 3000 Australians. The results, across 72 categories, appear exclusively in the magazine’s latest issue.
This year, Band-Aid took out the top position overall. In the wine subscription category, Cellarmasters was the winner, while Naked Wines and Wine Selectors took out Highly Commended awards in the category.
Why wine clubs? COVID-19 has fuelled Australia’s love of convenience and home delivery.
As Choice notes: “Wine clubs take the guesswork out of buying wine – you’re literally paying someone else to do the thinking for you. And when that someone is a wine expert, you can feel reasonably confident that they’ll pick a winner.
“Or perhaps you’re wanting to branch out from your usual tipple but you don’t know where to start – what to do? Joining a wine club or subscription is one way to challenge your palate and find new favourites.”
“Perhaps more than any other year previously, trust has been the guiding human emotion we’ve all had to rely on to navigate through our day safely,” said Australian Reader’s Digest Editor-in-Chief, Louise Waterson.
“As such, this year’s Top 20 list is itself a narrative of what matters to Australians in 2021, with the top brands offering protection and comfort. Plus we also see the lockdown factor giving rise to the ‘Iso Reno’ and a renaissance in home baking, driving Western Star butter high up the charts and placing Bunnings Warehouse at the head of the coveted Iconic category.
A Trusted Brand enjoys international appeal, yet at the same time upholds a strong local connection. It has individual relevance for all its consumers, just about anywhere and in any culture.
Reader’s Digest notes: “Trust is an emotion that fuels our decision whether we are conscious of it or not. It is that intangible quality that signals reliability and integrity. Whether it is a product or service, trust is what reassures us that we are making the right choice. Cost, quality and desirability are all important factors for consumers. Yet it’s vital for a brand to stay true to its promises. While brands come in and out of vogue, those that capture our attention, maintain our confidence and win over our trust do so by holding fast to their core principles.”