Wine knowledge and confidence indices Knowledge levels dropped between 2019 and 2021, reflecting falls in awareness of regions and countries of origin. Confidence levels have remained stable over the same period, suggesting a growing gulf between drinkers’ perceived knowledge of wine and the reality
Wine knowledge index: Tracking Base = All Australian regular wine drinkers (n ≥ 1,000)
-5.1 Index change
Wine knowledge index (0 – 100) is calculated based on consumer-reported awareness of wine- growing regions and wine brands. *Wine knowledge index is the ‘objective’ measurement of consumer knowledge about wine.
Wine confidence index: Tracking Base = All Australian regular wine drinkers (n ≥ 1,000)
+1.7 Index change
Wine confidence index (0 – 100) is calculated based on the extent to which consumers feel competent about their wine knowledge. Wine confidence index uses consumers’ answers to three attitudinal statements: 1) I feel competent about my knowledge of wine / 2) Compared to others, I know less about the subject of wine / 3) I don’t understand much about wine. **Wine confidence index is the ‘subjective’ measurement of consumer confidence about their wine knowledge.
/ : Statistically significantly higher / lower than the previous wave(s) at a 95% confidence level Source: Wine Intelligence, Vinitrac ® Australia, Jul ’19 (n=1.000), Jul ’21 (n=1,000), Jul ’22 (n=1,008) Australian regular wine drinkers
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Wine Intelligence Australia Wine Landscapes 2022
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