About the report

Two separate surveys were conducted on behalf of Wine Australia by Wine Opinions in 2022:

• A survey of consumers, 85 per cent of which were high frequency wine drinkers, and
• A survey of the trade (importers, distributors, retailers, restaurants, media/marketers).

Building on the previous study, which highlighted the growth potential for Australian wines in the USA market at $20+ per bottle, the first year of the current project has a greater focus on growth potential for leading varietal types in the US$20 or more segment. Other areas that were explored included (but not limited to):

• determining levels of consumer interest or trial of Australian wines across varietal types, 
• the most critical factors for new portfolio additions the trade, 
• identifying the factors that are most influential to consumer choice of a new wine to try, 
• tracking changes in the demographic profiles of those who regularly buy Australian wines,
• establishing “quality for price” perceptions of Australian wines by price segment,
• engagement with the US market promotional campaigns of Australia, 
• the interest in No and Low alcohol wines and related “better for you” features, and 
• the importance of sustainable certifications and labelling.

Report summary

Key findings of the reports were:

• Best growth potential for Australian wines is at US$20 to US$25 per bottle
• Grape variety and region of origin are the most important factors influencing consumer new wine purchase decisions
• It is important to understand the trade's portfolio
• In-person campaign activities are crucial
• Mid-strength alcohol is the sweet spot in the 'better for you' wine category
• Sustainably produced wine is important

The trade report and consumer report can be downloaded separately.

About the source

Wine Opinions is a leading provider of US wine market research to wineries, wine marketing companies and wine trade associations around the globe, offering trade and wine consumer insights and wine market intelligence.