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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