Since the 1990s, globalisation has seen a dramatic increase in wine trade. More than two-fifths of all wine consumed globally is produced in another country and this figure is even higher for grape wine at 54 per cent. This presents a wealth of opportunities for Australian wine exporters to identify potential markets that best suit their wines.
Overview: A world of wine markets
The top three wine[1] consuming countries in the world are the USA, Italy and France, while Portugal, Italy and France have the highest per capita consumption at over 45 litres per adult per year, compared with 27.7 for Australia and 12.8 for the USA.
Historically, most wine was consumed in the country where it was produced. However, since the 1990s, globalisation has seen a dramatic increase in wine trade. More than two-fifths of all wine consumed globally now is produced in another country.
The biggest importers of wine are Germany, the USA and the United Kingdom, where production is much lower than consumption.
Understanding total wine imports for a given market helps Australian wine exporters understand the total size of the market, who the major competitors are and the profile of wine imported. This helps exporters identify the best opportunities.
Further to the reports provided below, Wine Australia’s Market Explorer enables winemakers and exporters to review key statistics for all wine markets, compare markets and identify opportunities for new products and markets.
[1] Still wine, sparkling wine and fortified wine
Reports listing
Restricted to levy payers and wine exporters. Some reports are available for purchase - find out more
Market Explorer
Wine Australia's Market Explorer can help determine which market is the most attractive to an Australian wine business by providing information on how much wine is consumed in different markets, where Australia exports wine to and what share of that consumption is Australian wine.
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Wine import market reports
Latest update: 09 Apr 2021 Summarises wine imports for various markets by three categories - bulk wine, bottled wine and sparkling wine. The report assists Australian wine exporters understand trends in global wine trade.
Global wine supply monitor
Latest update: 08 Dec 2020 The global wine supply monitor offers a snapshot of global wine production, including historical volumes for the top eight producing countries, as well as analysis on this year’s vintage.
Webinar - Consumer wine consumption behaviour during and post COVID-19 in Europe
Latest update: 13 Jul 2020 Presentation by Wine Intelligence detailing how wine consumers in Australia, the USA and the UK have responded to the COVID-19 pandemic before and during lockdown, and how they anticipate their behaviour will change after the removal of restrictive measures.
Per capita wine consumption for selected countries
Latest update: 29 Aug 2019 This report details the per capita wine consumption in the highest consuming countries from 2014-2018. Per capita consumption is calculated as litres per person per year of grape-based wine only.
Global Wine Markets 1860-2016
Latest update: 23 Feb 2018 This comprehensive report gives an overview of global wine markets including production, consumption, exports and imports across 38 countries and 10 major world regions
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