Market insights and trade support

Understand changing consumer expectations

Consumer behaviour is changing across markets, price points and drinking occasions. Emerging considerations include:

• Moderation and mindful drinking: Some consumers are drinking less frequently or choosing different alcohol strengths. This is creating interest in mid-strength, lighter-style and alcohol-reduced options, as well as a need to demonstrate wine’s relevance to contemporary occasions.
• Value and quality: Cost pressures are influencing how consumers assess value. Value can reflect quality, provenance, experience, versatility and confidence in the purchase, rather than price alone. Wine Australia’s market work examines how consumers think about value and quality and where opportunities may exist.
• Occasion-led choices: Consumers choose beverages according to the occasion, setting, food, company and desired experience. Marketing wine around recognisable moments can make the category easier to navigate and more relevant.
• Contemporary styles: Lighter and more delicate Australian wine styles can broaden perceptions of Australian wine, particularly in established international markets.
• Discovery through experiences: Tastings, restaurants, winery visits, festivals, education and other events give consumers opportunities to discover, try and buy Australian wine.
• Digital discovery: Customers and trade partners may encounter brands through search, websites, online shops, social media, digital advertising, video, email and business-matching platforms.
• Sustainability and authenticity: Environmental and social credentials can support a wine’s proposition, but claims should be specific, relevant and supported by evidence.

Trends vary by market and customer segment. Validate them against current evidence before changing your product, price, channel or promotional strategy.

Use market insights to guide decisions

Effective marketing begins with evidence. Wine Australia’s market insights can help you understand:

• consumer motivations, behaviours and drinking occasions
• domestic and international market performance
• Australian wine exports by market, price point, variety and style
• market attractiveness and competitive conditions
• emerging trends and commercial opportunities
• customer perceptions of Australian wine.

Wine Australia communicates these insights through market reports, interactive tools, webinars, articles and Market Bulletins. Market Explorer and its supporting analysis can help businesses compare markets, while the Export Dashboard provides detailed information about Australian wine export performance.

Use these resources to:

• define the customer and occasion you want to reach
• identify relevant domestic or international markets
• compare demand, competition, channels and price points
• select wines that fit the opportunity
• establish measurable sales and awareness objectives
• monitor performance and adapt as conditions change.

Ask an Analyst

Eligible wine industry levy payers and exporters can use Wine Australia’s Ask an Analyst service to book an individual online meeting or training session with a Market Insights analyst. The service can help users understand and interpret Wine Australia’s insights tools or discuss questions relating to market research.

Consider using the service when you need help:

• navigating Wine Australia’s market data and dashboards
• interpreting market or export trends
• comparing potential markets
• identifying the most relevant information for a business decision
• building greater confidence in the evidence behind a market strategy.