PowerPoint Presentation

Wine-drinking motivations Sensory factors, such as how wine makes people feel and its tatse, are the top motivations to drink wine, followed by celebrations and enhancing meals

Wine drinking motivations % who selected the following as reasons why they drink wine Base = All Australian regular wine drinkers (n=1,008)

Australian regular wine drinkers

18-24 Gen Z

25-39 Millennials

40-54 Gen X

55+ Boomers

Ranking '22

(n=1,008)

(n=80)

(n=316)

(n=285)

(n=327)

1 2

Drinking wine makes me feel relaxed I really love the taste of wine To celebrate special occasions Wine enhances food and meals

51% 48% 47% 47% 38% 36% 35% 35% 30% 28% 25% 22% 22% 19% 14% 12%

36% 33% 43% 25% 29% 30% 17% 16% 23% 15% 16% 17% 18% 24% 22% 18%

44% 44% 42% 38% 36% 35% 37% 32% 31% 31% 28% 31% 25% 27% 23% 20%

51% 46% 41% 45% 31% 33% 31% 31% 31% 24% 25% 19% 19% 16% 12% 10%

61% 56% 60% 64% 49% 40% 40% 45% 30% 31% 24% 17% 21% 11%

3= 3=

5 Wine is about sharing with a partner / close friend or family member

I treat myself with wine at the end of the day Wine helps create a warm / friendly atmosphere Wine is about sharing something with others

7= 7=

Q What do market experts say?

Wine is a refreshing drink

10 11

Drinking wine can be good for my health

“Alcohol habits are changing, especially the younger generation coming through. They're drinking a lot less than my generation and certainly the generation before them.”

Most of my friends drink wine

12= I like learning about new wines

12= I like shopping / choosing wines to drink

On-premise owner

14 15 16

Wine is a fashionable drink It makes people sophisticated

3% 5%

It makes me feel individual and unique

= Represents equal ranking % / % : 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

Wine Intelligence Australia Wine Landscapes 2022