Rosè and Pink Moscato in the Australian Wine Market 2018

Rose pic
A new Wine Intelligence report on the Australian wine market – Rosé and Pink Moscato in the Australian Market 2018 – provides an overview of the consumption behaviour and attitude towards rosé and pink Moscato wine among Australian regular wine drinkers, as well as the latest trends observed by the trade.

 

 

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Key findings include:
Key findings include:
1. ROSÉ CONTINUES TO GROW IN POPULARITY IN THE AUSTRALIAN MARKET
Over the past 10 years, the rosé category has continued to grow steadily to the level in 2018 where one in three regular wine drinkers have consumed it in the past 12 months
2. ROSÉ IS PARTICULARLY FAVOURED BY MORE ADVENTUROUS WINE DRINKERS
Monthly rosé drinkers are over-represented in the “Adventurous Explorers” and “Developing Drinker” consumer portrait groups
3. ALTHOUGH OFTEN ENJOYED BY YOUNGER DRINKERS, ROSÉ IS CONSUMED BY DRINKERS FROM A RANGE OF AGES AND NEAR EQUALLY BY BOTH MEN AND WOMEN
Near equal proportions of men and women drink rosé regularly, and whilst almost 50% of monthly rosé drinkers are aged 34 and under, 25% of monthly rosé drinkers are aged 55+
4. PINK MOSCATO DRINKING SKEWED TOWARDS YOUNGER WOMEN, BUT NOT EXCLUSIVELY TO THESE DRINKERS
Whilst monthly pink Moscato drinkers are significantly more likely to be female and aged under 25, 38% of pink Moscato drinkers are men and 30% of these drinkers aged 45 years +
5. THE MOTIVATION FOR DRINKING PINK MOSCATO IS LED BY BEING SEEN AS SUITABLE FOR SOCIAL OCCASIONS AND DELIVERING VALUE
Drinking pink Moscato is more driven by being seen as suitable for party and celebratory occasions than other types of wine, as well as by it being both refreshing and good value for money
6. PINK MOSCATO DISTINCT IN CONSUMERS’ MINDS FOR BEING SWEET & JUICY
In comparison with red, white and rosé wines, pink Moscato is particularly associated with wine that is both sweet and juicy
7. PINK MOSCATO IS RELATIVELY LIMITED IN TERMS OF ORIGIN ASSOCIATION, BEING SEEN AS COMING MAINLY FROM AUSTRALIA OR ITALY
Drawing on data collected from our March 2018 wave of Vinitrac® (the world’s largest ongoing omnibus survey on wine consumer attitudes and behaviours), trade interviews, secondary sources and market experience, this 45-page report offers a detailed analysis of how the rosé and pink Moscato wine market is performing and includes:
▪ Demographics of Australian regular wine drinkers who consume rosé and pink Moscato wine by gender and age
▪ Rosé and pink Moscato wine consumption behaviours, including consumption frequency and change over time
▪ Wine buying behaviours of rosé and pink Moscato including on and off-premise usage
▪ Motivations and attitudes towards rosé and pink Moscato wine amongst Australian regular wine drinkers, as well as brand awareness, style descriptors, and place of origin association

osé and pink Moscato wine amongst Australian regular wine drinkers, as well as brand awareness, style descriptors, and place of origin association

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