For Immediate Release: 14th September 2017
Continued growth in the number of drinkers in Australia who are enjoying sparkling wine, according to a new Wine Intelligence report
The number of Australian consumers who drink sparkling wine at least once per month has increased to 5.7 million, according to the latest report by Wine Intelligence, Sparkling Wine in the Australian Market 2017. Alongside the increase in the number of drinkers who now enjoy sparkling wine in Australia, the category is also being bolstered by a rise in the number of drinkers who are opening up a bottle of sparkling wine on a more frequent basis. These frequent drinkers – those who drink sparkling wine at least once a month – now account for 65% of the sparkling wine drinking population in Australia, purchasing 97% of the volume of sparkling sold and equating to 89% of the total spend on sparkling wine in the market.
Imported sparkling wine from New Zealand, Italian Prosecco, Cava and Champagne have all enjoyed an increase in the number of drinkers in Australia who are now enjoying these wines since 2013. Sparkling wine from Australia, including Australian Prosecco, remains strong in the market, although with stable levels of consumers.
In addition, 45% of drinkers of sparkling wine in Australia are men, reflecting a shift towards more equal drink choices between the genders.
On the future of the sparkling wine category in Australia, Lulie Halstead CEO of Wine Intelligence commented “As sparkling wine has now grown to be clearly established in the Australian market, future growth will be determined by product innovation. Our research shows that lower sugar or lower calorie sparkling wine could drive the category forward, with almost half of sparkling wine drinkers in Australia agreeing that they would consider buying these alternatives. This fits with our consumer trends data, which shows that the move towards more healthy food and drink continues.”
There does also seem to be an opportunity for lower alcohol sparkling wine (5-9%) in Australia, with 41% of sparkling wine drinkers stating they are open to this style of wine. However, the line is drawn when it comes to non-alcoholic sparkling wine, with 75% of sparkling wine drinkers saying this would not be a top consideration for them.
Notes to editors:
Report details: Further details about the report can be found here.
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Wine Intelligence is the leading research-led strategy consultancy serving the global wine industry. It conducts client-specific research projects to aid companies to gain greater insights into wine markets and wine consumers, and helps business leaders develop business strategy and marketing plans. The company also assists businesses in developing new brands, and in formulating and communicating marketing messages within the industry.