Market insights – Other markets

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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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Global wine supply monitor

Latest update: 19 Nov 2019

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.

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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.

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Wine import market reports

Latest update: 14 Aug 2019

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.

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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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Historical global winegrape compendium and database

Latest update: 02 Jan 2017

A comprehensive global record of bearing area of all winegrapes by variety and region (hence country) for the years 2000 and 2010

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Further reading

Export and Regional Wine Support Package
The Australian Government's $50m Package is an exciting, one–off allocation of $50 million, aiming to grow the Australian wine sector.
Marketing programs
Wine Australia’s marketing programs work to promote the sale and consumption of Australian wine internationally and domestically.
Market bulletin
A weekly commentary analysing the latest international and domestic market data, trends and reports.

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
Update your account details
Non-levy payers/exporters
Find out what you can purchase