This eJournal explores the history and making of Leeuwin Estate from 1969 to the present day. It also comprises vertical tasting reviews and highlights the collectability and longevity of its wines.
Australia Wine Landscapes 2022
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Contents
Wine Intelligence Viewpoint 03
Management Summary 04 Wine-Buying Behaviors 57 Research Methodology 109
Market Data 16
Market Demographics 35
Drinking Repertoire 44
Wine Views and Attitudes 73
Hot Topic: Consumer Sentiment 88
Brand Health 93
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Wine Intelligence Australia Wine Landscapes 2022
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Wine Intelligence Viewpoint Less wine is being drunk in Australia, but those still consuming it are increasingly engaged in the category.
The Australian wine-drinking population is in decline, making up a lower proportion of all adults than in 2019. However, those remaining in the category are more engaged in it. Wine consumption frequency has increased, as have involvement and spend. Premiumisation is present both on- and off-premise, with regular wine drinkers seeking the best wine they can afford. Drinking wine on-premise has also bounced back post-COVID, with consumption frequency increasing across a range of on-premise occasions. Despite these positive signals, there are challenges in the market. Wine knowledge has dropped significantly from 2019, with awareness of countries and regions of origin declining. Similarly, brand awareness has fallen off, although there are some signs of a slight recovery
from lows in 2021. The declining wine drinking population seems to be driven by a drop in younger adults in the category, suggesting wine is struggling to attract a Gen Z audience. Although consumer sentiment is relatively positive at this stage, a global recession could have significant impact on consumer spend.
Declining wine knowledge and struggles with new recruitment are challenges
Opportunities Growing wine drinking frequency
Increased involvement On-premise recovery Premiumisation
Threats Shrinking wine drinking population Declining volumes Decreasing wine knowledge Lower brand awareness Difficultly attracting Gen Z to category
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Wine Intelligence Australia Wine Landscapes 2022
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Australia Wine Landscapes 2022 Management Summary
Management Summary Key takeaways
There has been a slight shrinking of the regular wine drinking population (those who drink at least once a month) but a higher proportion of them now consume the beverage on a weekly basis (82% in 2022 against 73% in 2018). The weekly wine drinking population totals 8.2 million adults, up 11% from 2018. The proportion of those drinking wine on most days has gone up from 13% to 17% in the space of four years. 1. Fewer drinkers, but growing frequency of consumption
3. Knowledge levels have dropped
Despite increased involvement, overall knowledge in the category has fallen since 2019, with a drop in awareness of the top regions and countries of origin driving this.
2. More involved wine consumers
Consumption of the main varietals has dropped for both red and white wine, which may partially reflect falls in knowledge. However, consumption rates for some more niche varietals have grown, reflecting a more involved wine drinking population and their desire to try new things. 4. Evidence of diversifying tastes
The proportion of Engaged Explorers among regular wine drinkers has expanded significantly since 2019. This segment groups the most frequent wine drinkers and highest spenders, buying from a broad repertoire of wine styles. This shift in Portraits segment highlights the growth in involved wine drinkers, now accounting for 42% of the population, up from 31% in 2019. This change is driven by Millennials, who are enthusiastic to learn and often willing to spend more.
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Wine Intelligence Australia Wine Landscapes 2022
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Management Summary Key takeaways
Premiumisation and the ‘less -but- better’ trend are persisting in the Australian market, to the benefit of wines priced in the super-premium band or higher (from AUS$20). Recalled typical spend for a bottle of wine has also increased, by 16% since 2019, for on-premise occasions. Trade experts say there are two main drivers of this: wine drinkers moderating consumption and drinking less but better; and high-income earners shifting spend from large purchases to affordable luxuries. 5. The push into premiumisation gathers pace
It is still too early to see the full impact of current economic conditions and the rise in the cost of living, but a distinct generational divide seems to be appearing. Older regular wine drinkers seem to be sticking with the same products, but seeking savings through going out less, buying less wine and buying cheaper wine. Gen Z and Millennials are spending more on going out and buying larger quantities and more expensive wine. With younger consumers more likely to be impacted by an economic downturn, whether this behaviour will persist into 2023 is uncertain. 7. Generational divide in cost of living responses
6. On-premise frequency increases
Across all occasion types, on-premise frequency of wine consumption has increased since 2019, a post-COVID boost to drinking in restaurants and bars. Celebratory and formal occasions have seen the biggest increases in consumption frequency.
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Wine Intelligence Australia Wine Landscapes 2022
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Fewer drinkers, but growing frequency There has been a slight shrinking of the regular wine drinking population (those who drink at least once a month) but a higher proportion of them now consume the beverage on a weekly basis (82% in 2022 against 73% in 2018). The weekly wine drinking population totals 8.2 million adults, up 11% from 2018. The proportion of those drinking wine on most days has gone up from 13% to 17% in the space of four years.
Australian wine drinkers population In millions of adults
Regular wine drinkers
Weekly wine drinkers
2022
2018
10.0m 2
8.2m 4
10.2m 2
7.4m 4
82 %
73 %
-2.0% vs 2018
+10.8% vs 2018
Weekly wine consumption frequency % who drink wine at the stated frequencies Base = All Australian regular wine drinkers (n ≥ 1,000)
Most days/everyday 2-5 times a week About once a week
Q What do market experts say? “I think the rise in domestic and regional tourism, due to border closures with the pandemic, has helped in converting consumers into regular wine drinkers. ” Small wine producer
2 Wine Intelligence online calibration study, September 2017 (n=1,077), rolling average of December 2020 and May 2022 (n=2,000) Australian adults. Wine=still light wine (red, white, rosé) 4 Wine Intelligence, Vinitrac ® Australia, Jul’ 18 and Jul’ 22 (n ≥ 1,000) Australian regular wine drinkers Source: Wine Intelligence, Vinitrac ® Australia, Jul ’19 (n=1.000), Jul ’21 (n=1,000), Jul ’22 (n=1,008) Australian regular wine drinkers
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Wine Intelligence Australia Wine Landscapes 2022
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More involved wine consumers The proportion of Engaged Explorers among regular wine drinkers has expanded significantly since 2019. This segment groups the most frequent wine drinkers and highest spenders, buying from a broad repertoire of wine styles. This shift in Portraits segment highlights the growth in involved wine drinkers, now accounting for 42% of the population, up from 31% in 2019. This change is driven by Millennials, who are enthusiastic to learn and often willing to spend more
Australian Portraits: Most-involved segment % share of population of Australian regular wine drinkers by Portraits
Engaged Explorers
2019
2022
Wine involvement by generation Base = All Australian regular wine drinkers (n=1,008)
% / % : Statistically significantly higher / lower than all regular wine drinkers at a 95% confidence level Source: Wine Intelligence, Vinitrac ® Australia, Jul ’19 (n=1.000), Jul ’21 (n=1,000), Jul ’22 (n=1,008) Australian regular wine drinkers
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Wine Intelligence Australia Wine Landscapes 2022
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Knowledge has dropped
Wine knowledge index: Tracking Base = All Australian regular wine drinkers (n ≥ 1,000)
-5.1 Index change
Despite increased involvement, overall knowledge in the category has fallen since 2019, with a drop in awareness of the top regions and countries of origin driving this
Wine knowledge index (0 – 100) is calculated based on consumer-reported awareness of wine- growing regions and wine brands. *Wine knowledge index is the ‘objective’ measurement of consumer knowledge about wine.
Wine confidence index: Tracking Base = All Australian regular wine drinkers (n ≥ 1,000)
+1.7 Index change
Wine confidence index (0 – 100) is calculated based on the extent to which consumers feel competent about their wine knowledge. Wine confidence index uses consumers’ answers to three attitudinal statements: 1) I feel competent about my knowledge of wine / 2) Compared to others, I know less about the subject of wine / 3) I don’t understand much about wine. **Wine confidence index is the ‘subjective’ measurement of consumer confidence about their wine knowledge.
/ : Statistically significantly higher / lower than the previous wave(s) at a 95% confidence level Source: Wine Intelligence, Vinitrac ® Australia, Jul ’19 (n=1.000), Jul ’21 (n=1,000), Jul ’22 (n=1,008) Australian regular wine drinkers
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Wine Intelligence Australia Wine Landscapes 2022
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White varietal consumption: Tracking % who have drunk the following varietals or wine types in the past six months Base = All Australian regular wine drinkers (n ≥ 1,000)
Evidence of diversifying tastes Consumption of the main varietals has dropped for both red and white wine, which may partially reflect falls in knowledge. However, consumption rates for some more niche varietals have grown, reflecting a more involved wine drinking population and their desire to try new things
Red varietal consumption: Tracking % who have drunk the following varietals or wine types in the past six months Base = All Australian regular wine drinkers (n ≥ 1,000)
= Represents equal ranking / : Statistically significantly higher / lower than the previous wave(s) at a 95% confidence level Source: Wine Intelligence, Vinitrac ® Australia, Jul ’19 (n=1.000), Jul ’21 (n=1,000), Jul ’22 (n=1,008) Australian regular wine drinkers
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Wine Intelligence Australia Wine Landscapes 2022
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Premium push gathers pace Premiumisation and the ‘less -but- better’ trend are persisting, to the benefit of wines priced in the super- premium band or higher (from AUS$20). Recalled typical spend for a bottle of wine has also increased for on-premise occasions, by 16% since 2019. Trade experts say there are two main drivers of this: wine drinkers moderating consumption and drinking less but better; and high-income earners shifting spend from large purchases to affordable luxuries
Historic and forecast still wine volume growth by price band Five-year CAGR %
CAGR F 2021 to 2026
CAGR 2016 to 2021
Q What do market experts say?
“It’s an accessible indulgence. They might be drinking less but they are spending more. So instead of drinking five bottles of wine over the course of a week, they might only be drinking three but spending more on them” On-premise operator
Source: IWSR
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Wine Intelligence Australia Wine Landscapes 2022
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On-premise frequency increases
On-premise: Wine consumption frequency by occasion Base = Those who buy wine in the on-premise
Across all occasion types, on-premise frequency of wine consumption has increased since 2019, a post-COVID boost to drinking in restaurants and bars. Celebratory and formal occasions have seen the biggest increases in consumption frequency
/ : Statistically significantly higher / lower than the previous wave(s) at a 95% confidence level Source: Wine Intelligence, Vinitrac ® Australia, Jul ’19 (n=1.000), Jul ’22 (n=1,008) Australian regular wine drinkers
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Wine Intelligence Australia Wine Landscapes 2022
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Consumer sentiment Net score of % who agree with bottom statement subtracted from the % who agree with the top statement Base = All Australian regular wine drinkers (n=1,008)
Generational divide in cost of living responses It is still too early to see the full impact of current economic conditions and the rise 40% in the cost of living, but a distinct generational divide seems to be appearing. Older regular wine drinkers seem to be sticking with the same products, but seeking savings through going out less, buying less wine and buying cheaper wine. Gen Z and Millennials are spending more on going out and buying larger quantities and more expensive wine. With younger consumers -20% -10% 0% 10% 20% 30%
I am buying more wine
I am buying more expensive wine
I am buying all the same products that I usually do
I am spending more on going out
40%
30%
20%
10%
55+ Boomers 40-54 Gen X 25-39 Millennials 18-24 Gen Z All sample
Neutral
0%
-10%
-20%
-30%
-30%
more likely to be impacted by an economic downturn, whether this behaviour will persist into 2023 is uncertain -50% -40%
-40%
-50%
I am switching to cheaper products
I am spending less on going out
I am buying less wine
I am buying cheaper wine
Source: Wine Intelligence, Vinitrac ® Australia, Jul’ 22 (n=1,008) Australian regular wine drinkers
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Wine Intelligence Australia Wine Landscapes 2022
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Management summary: tracking metrics
Top alcoholic beverages % who have drunk the following beverages in the past 12 months
Top country of origin % who have drunk wine from the following places in the past six months
2019
2022
Tracking
2019
2022
Tracking
White wine
80% 80% 67% 46% 45%
78% 76% 59% 37% 37%
Australia
86% 40% 29% 22% 11%
78% 34% 21% 17%
Red wine
New Zealand
Beer
France
Sparkling wine from Australia
Italy
Whisky / Whiskey
Spain
9%
Top region of origin % who have drunk wine from the following regions in the past six months
Top wine brands % who have bought the following brands in the past three months
2019
2022
Tracking
2019
2022
Tracking
Barossa Valley Margaret River South Australia Hunter Valley McLaren Vale
27% 24% 17% 22% 15%
26% 20% 17% 16% 15%
Jacob's Creek
28% 22% 18% 20% 18%
24% 20% 20% 18% 17%
Brown Brothers
Penfolds Wolf Blass Yellow Tail
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Wine Intelligence Australia Wine Landscapes 2022
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Management summary: tracking metrics
Top red varietals % who have drunk the following varietals in the past six months
Top wine-buying channels % who have bought wine from the following channels in the past six months
2019
2022
Tracking
2019
2022
Tracking
Local bottle shop
59% 58% 38% 16% 16%
49% 46% 32% 18% 18%
Cabernet Sauvignon
50% 49% 48% 39% 39%
40% 40% 40% 33% 32%
In the supermarket-attached liquor store Large national discount wine & drinks store
Shiraz / Syrah
Merlot
From an online retailer
Pinot Noir
From a specialist wine shop
Cabernet Sauvignon / Merlot blend
Top white varietals % who have drunk the following varietals in the past six months
Top wine-buying retailers % who mainly use the following retailers to buy wine
2019
2022
Tracking
2019
2022
Tracking
Dan Murphy's
54% 47% 35% 10% 18%
45% 40% 25% 11% 11%
Sauvignon Blanc
57% 49% 34% 34% 32%
46% 39% 29% 28% 27%
BWS
Chardonnay
Liquorland / Liquorland Express
Moscato
First Choice Liquor
Pinot Grigio / Pinot Gris
Aldi
Riesling
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Wine Intelligence Australia Wine Landscapes 2022
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Australia Wine Landscapes 2022 Market Data
Market Data Key takeaways
1. Further push into premiumisation Since 2016, still wine in the super- premium price band and above (from AUS$20 upwards) has predicted to continue until 2026.
2. Strong and sustained support for local wines Domestic wine dominates the Australian market, holding more than three-quarters of still wine market share and over half of the sparking wine market. Declining volumes for domestic wine in both categories are forecast for the next five years
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Wine Intelligence Australia Wine Landscapes 2022
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Total beverage alcohol market share by category Beer commands the market, accounting for almost three-quarters of the total alcohol volume
Total beverage alcohol market share by category % of purchases that fall within the categories below
Total beverage alcohol market volumes by category 000s 9-litre cases
Spirits** 3 %
Cider 4 %
RTDs 12 %
Beer 62 %
Wine* 18 %
Source: IWSR * Wine includes still wine, sparkling wine, fortified wine and light aperitifs ** Spirits include whisky, gin and genever, vodka, agave-based spirits, national spirits, rum, cane, brandy and flavored spirits
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Alcohol market change 2016 – 26 Spirits and RTDs have experienced a substantial rise in the past five years and are forecast for further growth in the years to come, mainly taking volume share from market leaders beer and wine
Historic and forecast volume growth by category Five-year CAGR %
Q What do market experts say?
“The other categories are just exploring and targeting new consumers better than our industry. They are reaping the rewards of innovation.”
Wine industry rep
Source: IWSR * Wine includes still wine, sparkling wine, fortified wine and light aperitifs ** Spirits include whisky, gin and genever, vodka, agave-based spirits, national spirits, rum, cane, brandy and flavored spirits
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Wine Intelligence Australia Wine Landscapes 2022
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Total wine market volumes
Still wine dominates the category, but growing sparkling wine consumption has made a dent in its volumes
Total wine share by category % of purchases that fall within the categories below
Total wine volumes by category 000s 9-litre cases
Light aperitifs 0.2 % Fortified wine 2 %
Other wines* 0.1 %
Still wine 85 %
Sparkling wine 13 %
*Other Wines includes non-grape based wines Source: IWSR
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Wine market change 2016 – 26 Sparkling wine has experienced considerable growth in the past five years, with this rise is expected to continue and see it take volume share from still wine
Historic and forecast volume growth by wine type Five-year CAGR %
*Other Wines includes non-grape based wines Source: IWSR
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Still wine volumes by origin Australian wine has the vast majority by volume, commanding over three-quarters of the market
Total still wine volumes and market share by origin 000s 9-litre cases
Source: IWSR
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Still wine forecasts by origin
Historic and forecast volume growth by country of origin Five-year CAGR %
Domestic wine has had declining wine volumes since 2016, with this trajectory predicted to continue over the next five years
Q What do market experts say?
“The impact of the closure of Australian wine to China seems to be finally filtering back through to the industry. A lot of those bulk inland wine producers are hurting.”
Wine producer
Source: IWSR
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Wine Intelligence Australia Wine Landscapes 2022
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Still wine retail price by origin Retail prices have steadily risen for most countries of origin and are expected to continue to do so
Historic and forecast growth: Retail price Five-year CAGR % calculated using a variable exchange rate
Q What do market experts say?
“Talking with other producers, we can price a Pinot Noir at AUS$45 or higher and it will easily sell out. People are just willing to spend for the style that is promising .” Small wine producer
Source: IWSR
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Wine Intelligence Australia Wine Landscapes 2022
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Still wine by price band
Premium-priced wine makes up just over a third of volume in the market
Still wine by price brand % of purchases that fall within the categories below
Still wine volumes by price band 000s 9-litre cases
Low-price 14 % Value 4 % Standard 39 %
Super-premium and above 8 %
Premium 35 %
*Ultra premium and Prestige omitted from pie chart due to low percentage value Source: IWSR
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Wine Intelligence Australia Wine Landscapes 2022
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Still wine growth by price band There is evidence of premiumisation in the market, with super-premium and higher- priced wines the only bands to record volume growth since 2021,
Historic and forecast volume growth by price band Five-year CAGR %
and forecast to continue this trajectory through to 2026
Q What do market experts say?
“There is a value -is-going-faster-than- volume type trend in the market. We are definitely seeing a less-but-better approach to buying.” Multinational wine producer
Source: IWSR
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Wine Intelligence Australia Wine Landscapes 2022
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Still wine consumption per capita The per capita consumption of still wine in Australia has fallen since 2020, with the country now ranking 26 th globally. This decrease in consumption per capita was noted throughout the leading markets between 2016 and 2021
Per capita consumption of still wine Litres per annum (adult LDA+ population)
Source: IWSR
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Sparkling wine volumes by origin Domestic sparkling wine holds two-thirds of the market, outperforming European competitors France and Italy
Total sparkling wine volumes and market share by origin 000s 9-liter cases
*International refers to wine where grapes are from multiple countries of origin Source: IWSR
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Sparkling wine growth by country of origin
Historic and forecast growth by country of origin Five-year CAGR %
The top countries of origin all recorded growth from 2016 to 2021. Italy was the engine of growth and is expected to remain so until 2026. Despite a forecast of decline for Australia it will remain themarket leader
*International refers to wine where grapes are from multiple countries of origin Source: IWSR
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Champagne by price band
Three-quarters of Champagne sold in the market is super-premium or higher
Champagne by price brand % of purchases that fall within the categories below
Champagne volumes by price band 000s 9-litre cases
Standard 1 %
Premium 23 %
Super Premium and above 76 %
*Super premium and above includes prestige, ultra premium and prestige plus Source: IWSR
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Champagne growth by price band Champagne’s volume has grown significantly in all price bands over the past five years with this trend forecast to continue until 2026
Historic and forecast growth by price band Five-year CAGR %
*Super premium and above includes prestige, ultra premium and prestige plus Source: IWSR
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Other sparkling wine by price band
Standard-priced products make up nearly half the volume in non-Champagne sparkling wines
Other sparkling wine by price brand % of purchases that fall within the categories below
Other sparkling wine volumes by price band 000s 9-litre cases
Value 18 %
Super-premium 9 %
Premium 27 %
Standard 47 %
Note: other sparkling wine price band represented here excludes Champagne Source: IWSR
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Wine Intelligence Australia Wine Landscapes 2022
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Other sparkling wine growth by price band Premium-priced wines have recorded the highest growth since 2016 and are forecast to continue growing until 2026
Historic and forecast growth by price band Five-year CAGR %
Note: other sparkling wine price band represented here excludes Champagne Source: IWSR
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Sparkling wine consumption per capita Australia’s per capita consumption of sparkling wine grew substantially from 2016 to 2021, which has secured it a placed in the top 20
Per capita consumption of sparkling wine Litres per annum (LDA+ adults)
Source: IWSR
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Wine Intelligence Australia Wine Landscapes 2022
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Australia Wine Landscapes 2022 Market Demographics
Market Demographics Key takeaways
1. Increased frequency of wine consumption Australia’s regular wine drinking population has declined by 2%, falling from 10.2 million adults in 2018, to 10 million in 2022. A significant proportion of adults who drink at least once a month consume wine on a weekly basis, some 82% of regular wine drinkers.
2. A mature and high-earning drinking population There has been a notable increase in regular wine drinkers between the ages of 40 and 54, to the detriment of younger age groups, who have had a dwindling share since 2019. A larger portion of regular wine drinkers now earn between AUS$150,000 and AUS199,999.
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Australian regular wine drinkers The weekly wine drinking population has increased, despite a fall in regular wine drinkers
Adult population (aged 18+)
Regular wine drinkers (drink wine at least once per month)
Weekly wine drinkers
18.2m 1
10.2m 2
7.4m 4
2018
56 %
73 %
41 %
Adult population (aged 18+)
Regular wine drinkers (drink wine at least once per month)
Weekly wine drinkers
1
2022 20.5m
10m 3 -2.0% vs 2018
8.2m 4
49 %
82 %
+10.8% vs 2018
+12.6% vs 2018
40 %
1 population estimates - Australian Bureau of Statistics 2 Wine Intelligence online calibration study, September 2017, n=1,077 Australian adults. Wine=still light wine (red, white, rosé) 3 Wine Intelligence online calibration study, rolling average of December 2020 and May 2022 (n=2,000) Australian adults. Wine=still light wine (red, white, rosé) 4 Wine Intelligence, Vinitrac ® Australia, Jul’ 18 and Jul’ 22 (n ≥ 1,000) Australian regular wine drinkers
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Demographics of regular wine drinkers The wine-drinking population is growing older and earning more, with men accounting for the majority of regular wine drinkers
Gender
Generation cohorts
55+ Boomers 40-54 Gen X 25-39 Millennials 18-24 Gen Z
Female
Female 45 %
Male 50 %
Male 55 %
Female 50 %
2019
2022
2019
2022
Regions
Total household income
2019
2022
Tracking
2019
2022
Tracking
Under $20,000
5% 7% 9% 6% 7% 6% 8%
4% 6% 7% 7% 9% 7% 7%
Australian Capital Territory
1%
2%
$20,000 - $29,999 $30,000 - $39,999 $40,000 - $49,999 $50,000 - $59,999 $60,000 - $69,999 $70,000 - $79,999 $80,000 - $99,999 $100,000 - $149,999 $150,000 - $199,999
New South Wales Northern Territory
33%
35%
2%
1%
Queensland
18%
19%
South Australia
7% 1%
7% 2%
Tasmania
13% 19%
11% 21% 10%
Victoria
29%
27%
Western Australia
9%
8%
7% 5% 9%
$200,000+
7% 5%
Prefer not to answer
/ : Statistically significantly higher / lower than the previous wave(s) at a 95% confidence level Source: Wine Intelligence, Vinitrac ® Australia, Jul ‘19 (n=1.000) and Jul ’22 (n=1,008) Australian regular wine drinkers
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HOT TOPIC
Australian Portraits: Wine drinker segmentation Percentage share of Australian regular wine drinkers by Portraits segment 2022
KITCHEN CASUALS The majority are aged over 45 and drink wine infrequently and almost exclusively at home. They have the lowest overall spend on wine and demonstrate limited knowledge, tending to stick to what they know.
SOCIAL NEWBIES The youngest segment, with the majority of wine drinkers under 35 and a high proportion of men. They are more likely to drink wine in on-premise or in a social setting. Their limited experience means they have less knowledge of wine and are more likely to ask for recommendations from friends and family. ENGAGED EXPLORERS One of the younger segments, typically under 44, with a higher proportion of men. They are the most frequent wine drinkers and the highest spenders, buying from a broad repertoire of wine styles, countries and regions. They have a high level of confidence but mid-range knowledge about wine, a reflection of their relatively short time as wine drinkers. MAINSTREAM MATURES A majority of people in this group are aged over 45 with equal male and female representation. They demonstrate the highest levels of knowledge, involvement and confidence in all segments of the wine category and are very value-driven wine consumers.
SENIOR BARGAIN HUNTERS One of the oldest wine drinking segments with a small share of total spend. Time in the category has led to relatively strong wine knowledge, but low involvement. However, they still purchase from a narrow repertoire of wine styles and brands, being strongly value-driven.
CONTENTED TREATERS Aged between 24 and 44 and skewed towards women, with reasonable levels of wine knowledge, involvement and willingness to spend more on a bottle of wine. Their low levels of wine consumption frequency leads to low confidence.
Source: Wine Intelligence, Vinitrac ® Australia, Jul ’22 (n=1,008) Australian regular wine drinkers
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HOT TOPIC
Australian Portraits: Wine drinker segmentation Social Newbies and Engaged Explorers account for a larger proportion of the Australian wine drinking population than in 2019, while Senior Bargain Hunters have substantially declined
% share of population of Australian regular wine drinkers by Portraits segments Australia 2019 vs 2022 2019 2022 Engaged Explorers
Kitchen Casuals
Kitchen Casuals
Engaged Explorers
Social Newbies
Social Newbies
Senior Bargain Hunters
Senior Bargain Hunters
Mainstream Matures
Mainstream Matures
Contented Treaters
Contented Treaters
Source: Wine Intelligence, Vinitrac ® Australia, Jul ‘19 (n=1.000) and Jul ’22 (n=1,008) Australian regular wine drinkers
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Wine Intelligence Australia Wine Landscapes 2022
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HOT TOPIC
Australia Portraits market sizing Engaged Explorers’ share of spend and volume is higher than their share of the wine -drinking population
Source: Wine Intelligence, Vinitrac ® Australia, Jul ’22 (n=1,008) Australian regular wine drinkers
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Wine Intelligence Australia Wine Landscapes 2022
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HOT TOPIC
Australia Portraits market sizing: off-premise Engaged Explorers and Social Newbies buy and spend proportionately more than other groups in off-premise
Source: Wine Intelligence, Vinitrac ® Australia, Jul ’22 (n=1,008) Australian regular wine drinkers
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Wine Intelligence Australia Wine Landscapes 2022
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HOT TOPIC
Australia Portraits market sizing: on-premise Engaged Explorers and Social Newbies together account for more than three-quarters of on-premise spend
Source: Wine Intelligence, Vinitrac ® Australia, Jul ’22 (n=1,008) Australian regular wine drinkers
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Wine Intelligence Australia Wine Landscapes 2022
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Australia Wine Landscapes 2022 Drinking Repertoire
Drinking Repertoire Key takeaways
1. Decline in mainstream varietals The top wine varietals have seen a decrease in consumption since 2019. Some more niche styles have had success and have grown their reach from a low base.
2. Drop in knowledge of countries and regions of origin Awareness is down across countries and region of origin since 2019. Region knowledge has been most hit.
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Wine Intelligence Australia Wine Landscapes 2022
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Drinking repertoire
Alcoholic beverage repertoire: Top 15 tracking % who have drunk the following beverages in the past 12 months Base = All Australian regular wine drinkers (n ≥ 1,000)
Long-term consumption for most categories has fallen since 2019. White wine and Prosecco have recorded growth since 2021
Q What do market experts say?
“Wine is almost an affordable luxury. If you are going to splurge somewhere, it's probably with wine versus a big item like a car or holiday.”
Multinational wine producer
= Represents equal ranking / : Statistically significantly higher / lower than the previous wave(s) at a 95% confidence level Source: Wine Intelligence, Vinitrac ® Australia, Jul ’19 (n=1.000), Jul ’21 (n=1,000), Jul ’22 (n=1,008) Australian regular wine drinkers
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Wine Intelligence Australia Wine Landscapes 2022
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White varietal consumption Sauvignon Blanc is the most-consumed white varietal, though it is losing ground along with other top grapes; alternative varieties are growing from a low base
White varietal consumption % who have drunk the following varietals or wine types in the past six months Base = All Australian regular wine drinkers (n=1,008)
White varietal consumption: Tracking % who have drunk the following varietals or wine types in the past six months Base = All Australian regular wine drinkers (n ≥ 1,000)
= Represents equal ranking / : Statistically significantly higher / lower than the previous wave(s) at a 95% confidence level Source: Wine Intelligence, Vinitrac ® Australia, Jul ’19 (n=1.000), Jul ’21 (n=1,000), Jul ’22 (n=1,008) Australian regular wine drinkers
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Wine Intelligence Australia Wine Landscapes 2022
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HOT TOPIC
Almost half of all Australian regular wine drinkers prefer an easy-to-drink white wine; fresh and crisp styles are also highly rated White wine attributes
Ideal white wine attributes: Top 15 % who select each description for their ideal white wine Base = All Australian regular wine drinkers (n=1,008)
Demographic insights
• Boomers’ ideal white wine is more likely to be easy to drink and have a crisp flavour profile.
• Less interest by Boomers is shown in wines which have the characteristics of softness and elegance, but Millennials prefer these attributes.
Source: Wine Intelligence, Vinitrac ® Australia, Jul ’22 (n=1,008) Australian regular wine drinkers
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Wine Intelligence Australia Wine Landscapes 2022
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Red varietal consumption Consumption of the main red varietals has declined since 2019, while niche varieties have gained market share from a low base
Red varietal consumption % who have drunk the following varietals or wine types in the past six months Base = All Australian regular wine drinkers (n=1,008)
Red varietal consumption: Tracking % who have drunk the following varietals or wine types in the past six months Base = All Australian regular wine drinkers (n ≥ 1,000)
= Represents equal ranking / : Statistically significantly higher / lower than the previous wave(s) at a 95% confidence level Source: Wine Intelligence, Vinitrac ® Australia, Jul ’19 (n=1.000), Jul ’21 (n=1,000), Jul ’22 (n=1,008) Australian regular wine drinkers
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Wine Intelligence Australia Wine Landscapes 2022
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HOT TOPIC
Smooth, full-bodied and easy to drink are the most appealing attributes for a red wine Red wine attributes
Ideal red wine attributes: Top 15 % who select each description for their ideal red wine Base = All Australian regular wine drinkers (n=1,008)
Demographic insights
• Smooth, full-bodied, easy-to-drink and rich wines are most appealing to Boomers.
• Gen Zs are significantly less keen on red wines that are smooth and full-bodied, instead favouring red wines that are sweet.
Source: Wine Intelligence, Vinitrac ® Australia, Jul ’22 (n=1,008) Australian regular wine drinkers
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Wine Intelligence Australia Wine Landscapes 2022
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Country of origin consumption and awareness Australian wine has a near 100% conversion rate, with the vast majority who are aware of it also drinking it. New Zealand is the second best for conversion despite France and Italy having similar levels of awareness
Country of origin: Top 15 awareness and consumption levels % of those who know of or have purchased wine from the following places Base = All Australian regular wine drinkers (n=1,008)
% who know the listed places produce wine % who have purchased wine from the listed places
Source: Wine Intelligence, Vinitrac ® Australia, Jul ’22 (n=1,008) Australian regular wine drinkers
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Wine Intelligence Australia Wine Landscapes 2022
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Country of origin awareness
Country of origin awareness: Tracking % of those who know the following places produce wine Base = All Australian regular wine drinkers (n ≥ 1,000)
The leading countries of origin have experienced a long-term decline in awareness
= Represents equal ranking / : Statistically significantly higher / lower than the previous wave(s) at a 95% confidence level Source: Wine Intelligence, Vinitrac ® Australia, Jul ’19 (n=1.000), Jul ’21 (n=1,000), Jul ’22 (n=1,008) Australian regular wine drinkers
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Wine Intelligence Australia Wine Landscapes 2022
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Country of origin consumption Consumption for the top countries has fallen since 2019, with some less popular countries (including England, Canada and the US outside of California) improving from a low base
Country of origin consumption: Tracking % who have drunk wine from the following places in the past six months Base = All Australian regular wine drinkers (n ≥ 1,000)
= Represents equal ranking / : Statistically significantly higher / lower than the previous wave(s) at a 95% confidence level Source: Wine Intelligence, Vinitrac ® Australia, Jul ’19 (n=1.000), Jul ’21 (n=1,000), Jul ’22 (n=1,008) Australian regular wine drinkers
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Wine Intelligence Australia Wine Landscapes 2022
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Region of origin consumption and awareness The leading regions for awareness and consumption are all Australian
Region of origin: Top 15 awareness and consumption levels % of those who know of or have purchased wine from the following regions Base = All Australian regular wine drinkers (n=1,008)
% who know the listed regions produce wine % who have purchased wine from the listed regions
Source: Wine Intelligence, Vinitrac ® Australia, Jul ’22 (n=1,008) Australian regular wine drinkers
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Wine Intelligence Australia Wine Landscapes 2022
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Region of origin awareness Awareness levels for all regions have experienced a significant downturn, indicating diminishing knowledge among wine consumers
Region of origin awareness: Top 15, tracking % of those who know the following regions produce wine Base = All Australian regular wine drinkers (n ≥ 1,000)
= Represents equal ranking / : Statistically significantly higher / lower than the previous wave(s) at a 95% confidence level Source: Wine Intelligence, Vinitrac ® Australia, Jul ’19 (n=1.000), Jul ’21 (n=1,000), Jul ’22 (n=1,008) Australian regular wine drinkers
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Wine Intelligence Australia Wine Landscapes 2022
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Region of origin consumption Wine consumption is mostly stable across the top regions, with the exception of falls for Margaret River, Hunter Valley and Marlborough
Region of origin consumption: Top 15, tracking % who have bought wine from the following wine-producing regions in the past three months Base = All Australian regular wine drinkers (n ≥ 1,000)
= Represents equal ranking / : Statistically significantly higher / lower than the previous wave(s) at a 95% confidence level Source: Wine Intelligence, Vinitrac ® Australia, Jul ’19 (n=1.000), Jul ’21 (n=1,000), Jul ’22 (n=1,008) Australian regular wine drinkers
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Wine Intelligence Australia Wine Landscapes 2022
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Australia Wine Landscapes 2022 Wine-buying Behaviours
Wine-buying Behaviours Key takeaways
1. Spend is up in on- and off-premise Average spend has increased across most occasions since 2019, further highlighting the premiumisation trend in the market.
2. On-premise frequency rises
Although participation in drinking wine in restaurants is down on 2019, those still drinking in the on-premise are doing it much more often across all occasions.
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Wine Intelligence Australia Wine Landscapes 2022
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Off- vs on-premise consumption
Most wine is consumed off-premise, though a quarter of the volume of sparkling is drunk in on-premise
On-premise share of consumption Off-premise share of consumption
Source: IWSR
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Wine Intelligence Australia Wine Landscapes 2022
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