Knowledge has dropped
Wine knowledge index: Tracking Base = All Australian regular wine drinkers (n ≥ 1,000)
-5.1 Index change
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
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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