More involved wine consumers 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
Australian Portraits: Most-involved segment % share of population of Australian regular wine drinkers by Portraits
Engaged Explorers
2019
2022
Wine involvement by generation Base = All Australian regular wine drinkers (n=1,008)
% / % : Statistically significantly higher / lower than all regular wine drinkers 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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