Bubbles tomorrow?

shutterstock_163375529-copyThe Australian sparkling market may seem flat, but perhaps there’s more to celebrate than we think.
If our only measure of success was volume, Australia’s sparkling wine market would not be in the winner’s circle. As I was looking over our previous Network News articles on the subject in preparation to write this one, it would be tempting to conclude that not much has changed in 12 months. Admittedly from a strong base – Australia is, after all, the 9th largest sparkling wine market by volume in the world – a look at the per capita consumption of sparkling wine in litres per annum over the last five years shows our annual consumption is slipping away, from 2.68 litres in 2011 per capita per annum to 2.53 litres in 2015.
In addition, whilst 50% of Australian alcohol drinkers drink sparkling wine, this proportion is not growing. And, compared to the alcoholic beverages that top the Australian alcohol drinkers’ repertoire (still wine and beer), sparkling wine remains a special occasion drink, while in other markets (like the USA, and the UK) it is staging a breakout into more everyday occasions.
However, a brief look beneath the surface data brings us a more nuanced picture of the market – and one in which long-term changes are happening:
And we may yet see a mainstreaming of sparkling in Australia, per the trends we observe among Millennials in other markets. One stat to note for the future: not only are 25-34 year olds significanly more likely to count sparkling wine in their alcoholic beverage repertoire than the average, but this same consumer segment have reported drinking significantly more sparkling wine from Australia than 12 months ago.
Find out more in our Sparkling Wine in the Australian Market 2016 Report, out now.
Author: Chrissie McClatchie
Email: chrissie@wineintelligence.com

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