About the report

This report is a wine category ‘deep dive’ for the Australian off-premise liquor market. The insights are derived from scan data and consumer loyalty data on retail sales through Endeavour Group outlets: Dan Murphy’s and BWS.

The report explores the latest trends, strategic innovations and dynamic shifts within the wine category.

The reports are originally published in Endeavour Group’s quarterly supplier magazine, Distilled. This stand-alone version is provided to Wine Australia free of charge to share with the Australian wine sector.

Report summary – August 2025

The August report includes a summary of insights from the 3-month period to the end of June 2025.

Some of the trends identified include:

• A shift to meaningful connections (small social catch-ups)
• Lighter styles and more sessionable options across all alcohol categories; for wine this includes sparkling wines, rosé, and single serve spritzers
• Value seeking – eg economical pack sizes and ultra convenience

There are deep dives into each alcohol category. The wine deep dive includes performance by generation, wine sub-category preferences and growth opportunities aimed at addressing specific customer needs and capitalising on trends within the wine category.

Special report: State of the Grapes (August 2025)

For the first time, the Endeavour Group has published a comprehensive report with an unprecedented array of insights into Australian Wine consumption patterns, drawn directly from the shopping data of Dan Murphy's and BWS customers. This report delves into what Australian consumers are truly buying, how their preferences are evolving, and where the opportunities lie for Australian Wine. From varietal trends to regional preferences, and the changing consumption landscape, 'State of the Grapes' offers a comprehensive snapshot that will be invaluable to producers, distributors, and marketers right across the industry.

The insights from this report were presented at the Wine Australia Update in July 2025. Watch the presentation here.

About the source

Endeavour Group operates Australia’s largest retail drinks network under the Dan Murphy’s and BWS brands, and also operates a large portfolio of licensed hotels in communities across Australia. It has its own wine brands, under the collective banner of Pinnacle Drinks, and operates a number of wineries around Australia and New Zealand under the group name Paragon Wine Estates. Pinnacle Drinks is one of the top 20 wine producers in Australia in its own right.