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The ‘State of the Grapes’ report by Wine Australia and Endeavour Group demonstrates the transformation in Australian wine consumption. New data uncovers shifts and insights into what the future of wine will look like.
Analysing sales data from BWS and Dan Murphy’s, the report shows factors like affluence, generational divides, climate, and local wine production, shape and influence preferences of each local market.
Coinciding with Wine Australia’s ‘We Make A Wine For That’ campaign in August, this strategic collaboration aims to boost the wine sector with insightful data and results.
“We are witnessing a significant evolution in how Australians are choosing their wine,” says Andrew Shedden, general manager of Premium and Luxury at Endeavour Group.
“We’ve created this report, in collaboration with Wine Australia, to give producers an in-depth look at national consumption habits.
“As an industry, it’s important not to just continue doing what we’ve always done, but understand and adapt to consumer needs.”
The key national findings include:
The wine category’s market share has stabilised.
There is a national pivot to lighter wine styles.
The ‘spritz’ category (sparkling-wine-based cocktails) has become a key feature on drinks menus.
Cost of living continues to impact purchasing decisions.
Younger drinkers are prioritising their personal taste over conventional food pairings or norms.
High-income areas consistently spend more on wine than other areas.
More details and key findings by state can be found here.
“These insights provide a strong foundation for producers to consider how they can best meet these evolving consumer demands and the opportunities that they present,” said general manager, Market Development of Wine Australia Paul Turale.
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