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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