Market insights – Australia

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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.
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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.

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Reports listing

Restricted to levy payers and wine exporters. Some reports are available for purchase - find out more


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.

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IRI (Aztec) liquor outlook report

Latest update: 04 Nov 2019

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.

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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.

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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.

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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. 

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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.

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Further reading

Market bulletin
A weekly commentary analysing the latest international and domestic market data, trends and reports.
Labelling
Wine Australia publishes labelling guides to assist wine makers navigate the complex rules and regulations.
Marketing programs
Wine Australia’s role is to promote the sale and consumption of Australian wine internationally and domestically.

This content is restricted to wine exporters and levy-payers. Some reports are available for purchase to non-levy payers/exporters.

Levy payers/exporters
Non-levy payers/exporters
Find out what you can purchase

This content is restricted to wine exporters and levy-payers. Some reports are available for purchase to non-levy payers/exporters.

Levy payers/exporters
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Non-levy payers/exporters
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