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Consumer and trade insights into the USA wine market

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.


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This content is restricted to wine exporters and levy-payers. Some reports are available for purchase to non-levy payers/exporters.

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Find out more

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 more

This content is restricted to wine exporters and levy-payers. Some reports are available for purchase to non-levy payers/exporters.