Cellar Door, Online and Wine Club Purchasing in Australia 2017 report
Wine Intelligence presents its inaugural Cellar Door, Online and Wine Club Purchasing in Australia report for 2017. This report aims to explore winery and cellar door visitation in Australia, as well online purchasing and via wine clubs.
With over half of regular wine drinkers having visited a winery or cellar door in the past 12 months, it is clear that the cellar door’s importance as a purchase and brand building channel continues to rise. The positive shift towards domestic wine tourism has been most keenly felt by the Hunter and Barossa Valleys, the two wine making regions visited by the highest proportion of regular wine drinkers in Australia. In addition, the Yarra Valley, Margaret River and Tasmania regions all perform well when it comes to welcoming repeat visitors. The regions of Eden Valley, Heathcote and Great Southern are, in particular, seeing benefits from the most frequent, and therefore loyal, visitors.
However, the report goes on to reveal that high delivery costs are amongst the biggest barriers to purchasing online direct from a cellar door for regular wine drinkers in Australia. Offering free or reduced cost shipping is the leading factor that would encourage further purchases online direct from cellar doors. The visible costs of shipping also deter shoppers from purchasing wine online from a bottle shop’s website or online retailer.
Using an integrated approach that combines consumer attitude and behaviour data collected from regular wine drinkers in Australia and a series of trade interviews conducted with members of the wine tourism and direct-to-consumer trade in Australia, this report reveals the key trends and developments in cellar door, online and wine club purchasing.
The Cellar Door, Online and Wine Club Purchasing 2017 report features:
A detailed breakdown of wine regions visited for cellar door, available by state of residence, age and Portrait group
Wine region visitation, frequency of visitation and number of cellar doors visited per trip
Motivations and barriers to visiting cellar doors
Actual and desired activities while visiting a cellar door
Cellar door, online & wine club purchasing behaviour, including analysis of club wine channels usage frequency, basket purchase, bottle spend and Portraits segmentation
Online stores and wine club purchase analysed by Portrait groups
Motivations and barriers to online channel purchase including barriers to increasing purchases from cellar door, online channels and wine club purchasing
Detailed profiling of those who purchase from cellar door, online and via wine clubs