Press Release: Young consumers in Australia are more comfortable buying wine in alternative size formats compared to their older peers, according to a new report by Wine Intelligence
For Immediate Release: Thursday 12 April 2018
Young consumers in Australia are more comfortable buying wine in alternative size formats compared to their older peers, according to a new report by Wine Intelligence
The most recent report published by Wine Intelligence, Wine Packaging Formats and Closures in the Australian Market 2018, shows that younger consumers under the age of 35 in the country are more likely than older consumers to buy wine in alternative formats, specifically large 1.5L bottles or smaller half-bottle formats; although their first preference remains standard-sized wine bottles in common with the market as a whole.
This trend can be seen in data on purchase, conversion and affinity, revealing that younger Australian wine drinkers not only have more openness towards and awareness of packaging formats beyond the standard 750ml bottle, but they actively purchase it as well. In Australia, 1.5L bottles are an important packaging format for party gifting and rosé, particularly premium rosé, while smaller formats are important in the sparkling wine category.
In addition to these types of alternative bottles, earlier this year, Woolworth’s liquor division, Endeavour Drinks Group (EDG), launched wine available in a 250ml aluminium can. While this is not the first time these products have been available on-shelf in Australia, it is the first time that a major retailer has backed the launch of such a prolific range of varieties and styles. The launch date of these products occurred after the collection of data for this report.
According to the report, the 750ml glass bottle remains the pack format of choice amongst regular wine drinkers, with over 80% having purchased their wine in this format in the last 3 months.
Rodney Sammut, Country Manager for Australia and New Zealand commented: “There are definitely continued packaging innovation opportunities available within the Australian market place. As an industry we should be actively exploring more of these options, especially as we continue to feel the impact of some of the more significant changing consumer dynamics. As with all change, some consumers may show initial resistance to the offer, but if our screwcap experience has taught us anything, it is that these perceptions can be changed and both we, and more importantly, our customers will benefit.”