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
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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Sweden off premise market sales trend report
Latest update: 11 Jun 2019
This report summarises the Sweden wine market by wine style, colour, brand, country of origin and price point.
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