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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