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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

Wine Intelligence Australia Wine Landscapes 2022