The Australian domestic market accounts for approximately 500 million litres of Australian wine per year or 40 per cent of Australian wine production – making it by far our largest individual wine market. Go straight to report listing
The Australian domestic market: our biggest customer
White wine is the largest category with 45 per cent of domestic sales, followed by red with 40 per cent and sparkling with 11 per cent. The share of red wine has been growing in recent years.
Australian wine dominates the local market, with imported wine from all sources having less than a 20 per cent share. Australia imports around 95 million litres of wine per year, of which two-thirds comes from New Zealand.
There are positive signs in the Australian domestic market after a long period of flat sales. Australian wine consumption increased to 29.6 litres per annum in 2016 after five years in decline, according to the International Wine and Spirit Record (IWSR), and the IWSR forecasts that wine sales will continue to grow slowly over the next five years. There is also a trend towards drinking higher priced wine, with sales above $10 per bottle (off-trade) increasing in 2017 while sales below $10 per bottle declined.
Wine Intelligence has forecast that there will be continued strong growth in lighter style red wines, the rosé category and sparkling wines over the next few years. Australian wine consumers are also increasingly looking for diversity in wine offerings and becoming familiar with alternative varieties. However, strong competition exists in the market from both imported wines and other alcohol products including craft beer and cider.
Image source: Adobe Stock
: Restricted to levy payers and wine exporters. Some reports are available for purchase - find out more
IRI (Aztec) liquor outlook report Latest update: 13 Jan 2020
A quarterly report on the latest data on the Australian off-premise liquor market. Includes volume and value for the key liquor categories: beer, wine, cider and spirits, as well as RTD and RTS.
Australian Wine Tourism Snapshot Latest update: 25 Nov 2019
The Australian Wine Tourism Snapshot is a one-page overview of wine tourism in Australia. It provides the latest summary statistics based on tourists that included visiting a winery (as an activity) during their trip. View more
Cellar door and direct-to-consumer survey report Latest update: 08 Oct 2019
In Australia, the value of Direct-to-consumer sales is increasingly being recognised by wine businesses. The Cellar Door and Direct-to-consumer survey aims to collect data on DTC and produce a series of key benchmarks and statistics to assist wineries develop their wine tourism and DTC activities. View more
Australian market insights report Latest update: 04 Oct 2019
Australian wine businesses who sell wine on the domestic market can get valuable information from Wine Australia’s Australia Market Insights Report. The report provides a market overview and channel analysis, and discusses sales trends, consumer insights and advantages and disadvantages of the market in a global context.
Australian Wine Imports Monitor Latest update: 22 Jun 2019
High level summaries of wine imported into Australia. Includes volume and value of imports by colour and container type and by the top ten source countries, plus year-on-year trends over the past 10 financial years.
Insights on the Australian wine market and global consumer trends in retail Latest update: 08 Oct 2018
Two presentations from leading research organisations IRI Worldwide and Wine Intelligence, conducted at a workshop for Wine Australia in October 2017.