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. 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 consuming countries are the USA, China and France, while Portugal, Italy and France have the highest
per capita consumption at over 35 litres per person per year, compared with 22.5 for Australia, 9.9 for the USA and just 0.9 for China.
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.
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 is vital in understanding where the Australian wine category is placed in a particular market.
The biggest importers of wine are Germany, the USA and the United Kingdom, where production is much lower than consumption.
Understanding the local market can help exporters identify the best opportunities. For example,
in the off-trade in Sweden in 2018, Australian wine held an 8 per cent overall share of the market, with growth driven by sparkling wine, while the top two Australian brands in the Swedish off-trade were both white varieties.
In addition to the reports below, the
Market Explorer enables winemakers and exporters to review key statistics for all wine markets, compare markets and identify opportunities for new products and markets.
Reports listing
Restricted to levy payers and wine exporters. Some reports are available for purchase - find out more
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.
Webinar: Consumer wine consumption behaviour during and post COVID-19 in South Korea, China and Japan
Latest update: 02 Jul 2020 Wine Intelligence CEO Lulie Halstead discusses findings from the latest Wine Intelligence COVID-19 Impact Reports on the South Korea, Japan and China markets. She details how wine drinkers across major consumption markets have reacted during lockdown and how consumers anticipate their lifestyles, behaviour and drinking habits will both change and be prioritised post lockdown.
Global wine supply monitor
Latest update: 03 Jun 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.
Australian wine export market summaries
Latest update: 16 Apr 2020 Australian wine export markets profiles including summary statistics on volume and value of total wine exports, and recent growth trends benchmarked against Australia's total wine exports.
Wine import market reports
Latest update: 15 Apr 2020 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.
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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Japan wine market sales trend report
Latest update: 07 Sep 2016 This report summarises the Japanese wine market by wine style, colour, brand, country of origin and price point.