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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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