Wine Markets and Consumers

Opportunities and Challenges for the

Langhorne Creek wine regionMarket Research and Development

Level 16, 25 Grenfell Street

Adelaide SA 5000

p: +61 8 8226 8157

f: +61 8 8226 0188

e: justin.ross@sa.gov.au

w: www.pir.sa.gov.au

Contents

Introduction 3

GlobalWineMarket 4Markets,Sales,Styles 4

WineTrade 6MajorPlayers 6AustralianandRegionalExports 6

MarketProfiles 10Australia 10Canada 12UnitedKingdom 14

ConsumerTrends 16AustralianConsumers 16CanadianConsumers 16UKConsumers 18

AboutThis report is produced by the Market Research and

Development Unit of Primary Industries and Resources

South Australia (PIRSA). The unit was created in 2008 to

undertake strategic market analysis on markets, trade,

trends and opportunities. The unit provides high level

strategic market intelligence to Government, industry

sectors and industry organisations. This overview is one of

a series seeking to provide a market perspective on South

Australia’s key food industries.

Enquiries should be directed to

PIRSA Market Developmentt +61 8 8226 8157

Justin RossTrudy HuczkoMatthew Palmer

DisclaimerThe material in this report is intended as a guide only.

No liability for errors or otherwise is accepted for the

material contained herein either by the publisher, PIRSA,

its principal, servants or agents. SA Food Centre and

PIRSA do not endorse any business, individual or product

mentioned in this publication. This document can be

provided in alternative formats or translated into other

languages on request.

December 2010

3

Background

The Australian wine industry has faced some serious challenges over

the past couple of years with structural oversupply, water availability and

declining sales in an increasingly volatile global market. Coupled with

this has seen increased competition from other wine producing countries

and from alternative alcohol based products, not to mention domestic

campaigns to reduce overall alcohol consumption. Understanding where

Australia sits in the global context and how consumers perceive Australian

wines is important if we are to identify potential growth opportunities.

Grape growers and wine makers who understand what the consumer

wants and what is driving future consumer trends increase their chances of

success in the competitive global marketplace.

This report has been prepared in response to a request from the

Langhorne Creek Wine region to provide information on the following

elements:

• a market summary of the position of the South Australian wine

industry in the markets in Australia, UK and Canada.

• an analysis of Australia’s market share in those markets against our

key competitors

• a description of the distribution chains to those markets; and

• an assessment of South Australia’s wines competitiveness in those

markets

About this report

This report has been prepared in response to a request by the

Langhorne Creek wine region to provide local grape growers and wine

makers with an understanding of market opportunities and constraints

in three key markets. The report aims to provide an on overview of the

Australian, Canadian, and UK markets for Australian and South Australian

wines and, where possible, Langhorne Creek wines.

The report is set out in sections with the first looking at the global

wine market in terms of production and consumption and who the major

players are in global wine trade. The second section examines the global

wine trade and where Australia sits in this global context. The major

export markets for South Australia and, in particular, Langhorne Creek are

reviewed in terms of total value exported and price points.

The third section analyses the Australian, Canadian and UK markets in

terms of market size, competition and distribution chains. These markets

were identified by the Langhorne Creek wine region to determine if there

were opportunities for further growth in these markets.

The report also provides an insight into consumer trends that are

driving wine purchase behaviour in the Canadian and UK markets and

how Australian wines are perceived versus our major competitors in these

markets. Understanding consumer trends and what is driving them can be

the key to identifying opportunities for differentiation and growth in growing

categories in the marketplace.

A comprehensive list of reference material is included at the end of

the report if the reader seeks further information or clarification. Particular

thanks go to Wine Australia for providing much of the information

contained in this report.

Introduction

Markets,Sales,Styles

Total SalesIn 2009, 27 billion litres of wine was sold,

worth an estimated US$256.4 billion and per

capita consumption was 3.9 litres. The global

financial crisis negatively impacted global wine

sales, with total volume growth of just 0.1% in

2009, which was significantly lower than the 1%

CAGR (Compound Annual Growth Rate) seen

during the period 2004-09.

ProductionFigure 2 shows the top 10 wine producers

globally and while Australia is a relatively small

producer in the global sense it is the 4th largest

exporter of wine.

Global production peaked in 2004 and has

been on the decline since. France and Italy

have been driving this downward trend in wine

production, as the Old World countries have

continued to battle years of oversupply, in fact

over one third of the EU wine budget is used to

dispose of surplus wine.

This decline in World wine production was

halted in 2008 when wine production increased

0.3% (81 million litres) to 27 billion litres in

2008. A significant increase (369 million litres)

in wine produced in the five reported Southern

Hemisphere countries offset declines in the

seven reported Northern Hemisphere countries

(72 million litres) and other wine producing

countries not reported separately (216 million

litres). These other countries include China and

Eastern European producers such as Hungary

and Moldova.

ConsumptionGlobal wine consumption and production

are nearly at equilibrium as shown in figure 1.

The balance between production and

consumption is a sensitive one that can be

influenced by many factors including current

global wine stocks, the global financial crisis,

weather conditions, investor confidence etc.

Over supply, as has been occurring in the

Australian market in recent years, leads to lower

pricing and discounting wars, which can lead

to an undermining in consumer confidence in

brands and affect brand loyalty.

StylesWhen looking at international wine sales by

style, still red wines dominate, accounting for

52% of total volume sales in 2009 (Figure 3).

GlobalWineMarket

Fig 1. Global WIne Production and ConsumptionVolume. Euromonitor International

Billi

on

litre

s

24

26

28

30

Consumption

Production

FIg 2. Top 10 Wine Producing CountriesVolume Billion Litres - 2003 -2008Euromonitor International

-30%

-20%

-10%

% Growth

10%

20%

30%

Billi

on li

tres

2003

200

8

1

2

3

4

5

Billi

on C

ases

% G

row

th R

ate

0.5

1.0

1.5

RoseWhiteRed

Fig 3. Global Wine Sales 2009Billion 9L Cases, Compound Average Growth RateEuromonitor International

FranceItalyUSAGermanyChinaArgentinaSpain

MajorMarkets

ItalyUSAGermanyUKFranceRussiaSouth Africa

FranceUSAItalySpainGermanyUKNetherlands

�

Market SegmentsWine Intelligence have recently undertaken

a classification of global wine markets into

5 key segments – Traditional Established,

Mature Established, High Growth Established,

Emerging, New Emerging.

The Wine Intelligence global wine market

model uses drivers such as market growth,

dominance of wine, and future potential, to

distinguish between categories (Table 1). The

table doesn’t include all wine markets, but it

does include the markets responsible for the

majority of global consumption.

Wine drinking is generally in decline in

traditional established markets, even though

in per capita terms they are still relatively large

consumers. Recent Wine Intelligence market

calibration results show that in Germany, for

example, the penetration of monthly wine

drinking has dropped by 2%, or 1.6 million

consumers.

Established markets like the UK and

Denmark have been experiencing growth in wine

consumption for 15 years. However, in most

cases that growth is now slowing as they are

moving into maturity; wine drinking is now part

of everyday life and consumers are becoming

more set in their ways.

The number of UK regular wine drinkers

(drinkers that consume wine at least once per

month) has increased slightly but only in line

with the increase in population: the general wine

drinking penetration has remained stable over

the last year. Contrast this with higher growth

markets: penetration of monthly wine drinkers

in Australia grew from 66% to 68%, 0.7 million

consumers, between September 2009 and

September 2010, while the USA, in the same

period, saw wine drinking penetration increase

from 33% to 35% of the adult population.

The wine industry is excited by emerging

markets such as China. China’s wine market

has grown 28% over the past year and has now

overtaken Spain in terms of total consumption.

MarketsThe top 10 wine markets accounted for

around 70% of the global sales of wine in both

volume and value terms (figure 4). Western

Europe is the dominant market for wine,

accounting for 47% of total volume of sales and

49% of total value of sales. The Asia Pacific

region however, is the fastest growing region for

wine globally.

Table 1 Wine Intelligence Global Wine Market Model

Traditional Established

Wine producing countries with high residual per capita consumption, but stable or declining

ArgentinaCroatiaFranceGeorgiaGermanyItalyPortugalSpain

Mature Established

Markets with strong historical growth which is tailing off

DenmarkBelgiumIrelandJapanNetherlandsSwitzerlandUK

High Growth Established

Markets where wine is becoming a mainstream product and is experiencing above trend growth

AustraliaCanadaNew ZealandNorwaySwedenUSA

Emerging

Markets where wine is experiencing rapid growth from a relatively low base

ChinaBrazilHong KongMexicoPolandRussiaSingaporeSouth AfricaSouth Korea

New Emerging

Markets where wine is still a relatively new and unknown beverage

AngolaIndiaMalaysiaNigeriaTaiwanThailandUAE

Fig. 4 Ten Largest Global Wine Markets 2009Volume ValueEuromonitor International

China11%

US10%

Italy10%

France9%

Germany8%

UK5%

Russia4%

Argentina4%

Spain4%

Japan4%

Others31%

China8%

US13%

Italy7%

France12%

Germany5%

UK7%

Russia3%Greece

3%Canada

3%

Japan9%

Others30%

WineTrade

Old World wine (e.g. France, Italy, Spain etc) leads the way in terms of actual volume sales, but New World wine (e.g. Australia, USA, South Africa etc) is the proving to be the most dynamic in terms of meeting what the consumer wants.

MajorPlayersItaly, France and Spain, the three major wine

producers globally, are also the major exporters

of wine. In fact, six of the leading 10 countries

by volume (Italy, USA, France, Germany, Spain

and Argentina) are major wine producers and

as a result tend to be quite saturated markets

with both domestic and imported products. On

the other hand, low per capita consumption in

China, Russia, Japan and the USA indicates

opportunities for increasing demand.

Canada and Greece feature in the top 10

rankings by value but not by volume,

AustralianandRegionalExports

Australian ExportsAustralia is the fourth largest wine exporter

with the majority of Australian wine exports

going to the US, UK and Canadian markets

(Figure 6). Australian wine exports to these 3 key

markets have suffered a decline in the past 3

years, in part due to the Global Financial Crisis

and also due to increased competition from

other major exporters such as Argentina, South

Africa and Chile. Exports to China and Hong

Kong grew slightly over the same period.

Australian wines have a considerable share

of the imports into the world’s key wine markets.

Figure 8 shows Australia’s share of imports

into these key markets by volume and value.

Australian wines in Canada and China have a

higher share of the value of imports relative to

volume of imports, indicating these markets have

$A m

illion

200

400

600

800

1000

Canada

UK

USA

20092008200720062005

Fig. 6 Australian Wine Exports Top 3 Markets: Value ($A million) Australian Wine and Brandy Corporation

indicating that they have a relatively higher

unit price than in other major markets. Similarly,

the US and France are higher in the rankings

in terms of value over volume, indicating a

willingness to pay a higher per unit price for

wines than lower price markets such as China.

Although it must be remembered that the China

market is still in it’s infancy and Australia is trying

to position itself in the premium price point

category.

Argentina, South Africa, and Chile (all New

World wine-producing countries) have seen the

strongest percentage growth in export volumes

between 2004 and 2009. The UK, one of the

largest non-producing wine markets, is an

important export market for all these countries.

Nearlyhalfofglobalwinesalesoccur

inWesternEurope

Fig 5 (a) Top 10 Wine ImportersValue ($US million) 2004-2009UN Comtrade

$US

milli

on20

04 2

009

1000

2000

3000

4000

5000

Russia

FranceSwitzerland

Japan

NetherlandsBelgium

Canada

GermanyUSA

UK

Fig 5 (b) Top 10 Wine ExportersValue ($US million) 2004-2009UN Comtrade

$US

milli

on20

04 2

009

1000

2000

3000

4000

5000

6000

7000

8000

New Zealand

South AfricaPortugal

USA

GermanyChile

Australia

SpainItaly

France

�$A

milli

on

20

40

60

80

100

120

IrelandSingaporeJapanHong KongNetherlands

New Zealand

China, PR

20092008200720062005

Fig. 7 Australian Wine Exports (4 - 10)Markets 4 - 10: Value ($A million) Australian Wine and Brandy Corporation

%

5

10

15

20

25

Value (%)Volume (%)

Germany

Sth KoreaHong Kong

Sweden

IrelandJapan

China

CanadaUK

US

Fig. 8 Australian Market Share of ImportsKey Markets 2008/09Australian Wine and Brandy Corporation

$A m

iliion

50

100

150

200

250

Canada

UK USA

20092008200720062005

Fig. 11 South Australian Wine Exports Top 3 Markets: Value ($A million) Australian Wine and Brandy Corporation

0

20

40

60

80

100 Fortified

Sparkling

Rose still

White still

Red still

Germany

Sth KoreaHong Kong

Sweden

IrelandJapan

China

Canada

UKUS

Fig. 9 Australian Wine Exports by StyleKey Markets 2008/09Australian Wine and Brandy Corporation

Figure 10 shows the percentage of

Australian wines going into each export market

by price split. The growth in volume sales to

China have been dominated by the lower price

point wines, similarly with Germany, while the

export growth to Hong Kong has been of higher

priced premium wines, primarily red wines.

Markets like Hong Kong, Canada, Sweden,

Ireland and even South Korea are some of the

markets that Australia should be considering

for premium wine exports as these markets are

already buying wines at the upper price points.

However, the market in China should not be

underestimated, it is a relatively young market

and the Australian industry has a strategy to

position itself in the upper price points.

a higher per unit price than the other markets.

This in part could be due to the higher

proportion of red wine going into these markets

compared with other wine styles.

Australian wine exports to the USA, UK and

Ireland are fairly evenly split between white and

red still wines (Figure 9), while sales to other key

export markets are generally dominated by red

still wines. The markets that have shown growth

in the past 3 years, namely China and Hong

Kong are dominated by red wine sales. Of total

Australian wine exports to China, 65% come

from South Australia.

South Australian Exports

The South Australian wine industry is

this State’s second largest exporter by value.

Although experiencing uncertain times at

present due to a significant structural oversupply

of grapes and wine, global market volatility,

increased competition, low water allocations,

and discounting in international and domestic

markets, it remains an important industry to

this State. Three times as many bottles of SA

wine were exported last year than sold on the

domestic market, showing a high reliance by our

wine companies on export markets.

South Australian wine exports are also

dominated by the major markets of the US,

UK, Canada (Figure 11). These markets have all

shown a significant decline in the past 3 years

Langhorne Creek ExportsLanghorne Creek wine exports were

previously dominated by the UK, the USA and

Canada. The UK market was significant for

Langhorne Creek wines, with an estimated $9.0

million exported there in 2006; however by 2009

this market had declined in value to $1.6 million.

A decline in sales to those top 3 markets over

the past 3 years has seen China become the

major export destination for this areas wine.

Exports to Germany have also gone against the

trend and shown substantial growth in 2009

(Figure 13 &14).

$A m

iliion

50

100

150

200

250

Canada

UK USA

20092008200720062005

Fig. 11 South Australian Wine Exports Top 3 Markets: Value ($A million) Australian Wine and Brandy Corporation

$milio

n

5

10

15

20

25

30

35

40

GermanyDenmark

MalaysiaSingapore

New ZealandHong Kong

China, PR

20092008200720062005

Fig. 12 South Australian Wine ExportsMarkets 4 - 10: Value ($A million) Australian Wine and Brandy Corporation

which may be in part due to the impact of the

global financial crisis but also due to increased

competition from other wine exporting countries

such as South Africa, Chile, Argentina and

Europe.

Over the same 3 year period, steady growth

has occurred in China, Hong Kong and Malaysia,

but historically the wines going to China are the

lower price point reds (Figure 12). However the

Australian industry is undertaking a significant

promotional push with the aim of positioning

Australian wines in the Chinese market at the

higher price points.

$A m

illion

2

4

6

8

10

Germany

Canada

USA

UK

China, PR

20092008200720062005

Fig. 13 Langhorne Creek Wine Exports Top 5 Markets: Value ($A million) Australian Wine and Brandy Corporation

WineTrade

ThreetimesasmanybottlesofSA

winewereexportedlastyearthansold

onthedomesticmarket

�

Price Points

When looking at Australian wine exports by

price point, the overwhelming majority of sales

are in the $2.50 to $4.99/litre range (FOB) – low

value, high volume sales (Figure 16).

In contrast, Langhorne Creek wines are

positioning themselves in the slightly higher

price bracket of $5.00 and over, by targeting the

popular premium end of the market and those

markets willing to pay for quality over volume. In

2006, 43% of Langhorne Creek wine exported

was under $4.99 per litre (FOB) and 56% was

$5.00 (FOB) and above. By 2009, 37% was

under $4.99 per litre and 63% was in the $5.00

(FOB) and above range (Figure 15).

$A m

illion

0.2

0.4

0.6

0.8

Switzerland

Brazil

Singapore

Hong KongNew Zealand

20092008200720062005

Fig. 14 Langhorne Creek Wine Exports Markets 6 - 10: Value ($A million) Australian Wine and Brandy Corporation

‘000

litr

es

500

1000

1500

2000

2500

3000

$10.00 and over

$7.50 to $9.99

$5.00 to $7.49

$2.50 to $4.99

$2.49 and under

20092008200720062005

Fig. 15 Langhorne Creek Wine Exports by PriceVolume thousand litresAustralian Wine and Brandy Corporation

milli

on li

tres

100

200

300

400

500

600

$10.00 and over $7.50 to $9.99

$5.00 to $7.49

$2.50 to $4.99

$2.49 and under

20092008200720062005

Fig. 16 Australian Wine Exports by PriceVolume million litresAustralian Wine and Brandy Corporation

LanghorneCreekwineproductionand

exportsaredominatedbyredwine

styles

The Australian domestic market is the single largest market for Australian wines. The UK has been the most important export market over the last 10 years. Canada is a growing wine market and the third largest export market overall. These three markets are the featured market profiles in this report as requested by the Langhorne Creek wine region.

AustraliaDespite Australia’s export success over the

past two decades, the domestic wine market is

still the largest for sales of Australian-produced

wine, accounting for 37% of volume and 43% of

value. In contrast, our biggest overseas market,

the UK, consumes 24% of Australian wine by

volume worth just 19% by value.

Alcohol drinks including beer, wine and

spirits are the second most-consumed beverage

in Australia behind hot drinks such as coffee and

tea1:

• Sales of alcohol drinks in Australia in 2007

were estimated at 2.7 billion litres valued at

almost A$30 billion.

• Beer is the dominant alcohol beverage in

Australia with an almost two-thirds volume

share and 43% of the value share of the

Australian market.

• Wine and Ready-to-Drink products (RTDs)

are a distant equal second, each with a

16% volume share, but wine has 25% of the

share of the value (Figure 17 & 18).

Australians enjoy a drink, but their palates

and choices are becoming more sophisticated.

1 Australian Wine and Brandy Corporation

Overall beer consumption is declining in

favour of wine and spirits, including Ready-

to-Drink products (RTD’s), however there is

a growing popularity for premium local and

imported beers. During 2009, according to

‘National Liquor News’, total beer sales fell

slightly, but imported beer consumption still

rose. Consumers trended away from domestic

standard and premium beers in preference to

imported beers. Consumer preferences also saw

a shift away from full-strength beer to more low

and mid-strength products.

RTD’s mixers have been the growth story

for the Australian liquor industry over the last

five years, as popularity of RTD’s soared,

beer sales slowed. The significant excise tax

increase imposed on RTD’s in April 2008 saw

an immediate drop in sales of those products

and a slight increase in the sales of beer and

spirits. But in 2009, sales of RTD products again

improved due in part to product innovation

and packaging by liquor manufacturers

and wholesalers and in part to the fact that

consumers got used to the higher prices and

resumed their consumption of these products.

Australian wine consumption has steadily

increased over the past decade but at a lower

rate than production. Over the five-year period

to 2007-08, consumption grew at an annual

compound growth rate of 3% compared to 5%

for production. Average wine consumption per

person in Australia is 20.8 litres per year.

There are 8.4 million regular wine drinkers

(drink wine at least once per month) in Australia,

which equates to 53% of the population aged

over 182. Another 1.6 million or 10% of the

2 AWBC Wine Insights Australia

MarketProfiles

population drink wine irregularly (have drunk

wine in the past 12 months but not in the last

4 weeks) while the remaining 5.9 million (37%)

have not drunk wine in the last year.

Still white wine accounted for 49% of the

volume of total wine sales, followed by still red

wine at 35%, then 9% for sparkling and 3% for

fortified and vermouth (Figure 19). Of total wine

sales in Australia, around 90% were produced

domestically.

Off-trade wine sales (where consumption of

the wine occurs off the licensed premises where

it was purchased e.g supermarkets, liquor stores

etc) accounted for 81% share of the volume and

53% of the value in 2007/08. The value of off-

trade wine sales was $3.8 billion in 2007/08 and

$3.5 billion for on-trade3.

When looking at on-trade trends (where

the wine is consumed on-site where purchased

e.g. restaurants, pubs etc), overseas wines tend

to have the highest listing prices on Australian

restaurant wine lists.

• The top five listed regions by price for reds

were Eden Valley, Bordeaux, Burgundy,

Rhone Valley and Central Otago.

• The top five listed regions by price for

whites were France, Yarra Valley, Margaret

River, Adelaide Hills and Hunter Valley.

South Australia, Victoria and Western

Australia share honours as the leading wine

consumption states. On average in 2007,

Australians spent $15.19 on their last bottle of

red and $14.10 on their last bottle of white wine.

South Australian consumers spent the

highest on average for both wine types. Their

3 AWBC

11

Cider 1%Spirits 2%

RTD's 16%

Wine 16%

Beer 65%

Fig. 17 Australian Alcohol Sales 2007Volume litresEuromonitor International, IWSR, AWBC Estimates

Other 4%Fortified 3%

Sparkling 9%

White still 49%

Red still 35%

Fig. 19 Australian Wine Market By Style 2008/09Volume million litresAustralian Wine and Brandy Corporation

Cider 0%

Spirits 13%

RTD's 19%

Wine 25%

Beer 43%

Fig 18 Australian Alcohol Sales 2007Value $AEuromonitor International, IWSR, AWBC Estimates

While the Australian market is currently the

most valuable for domestically-produced wine,

there are much larger markets for Australian

producers to access. For example, Australia’s

total market size is less than 20% of the world’s

largest wine market which is the United States.

For more information on what Australian’s are drinking please refer to the Wine Australia Market Insights – Australia report.

average spend on bottled red was 10% above

the Australian average while their last bottle of

white was 6% higher. Consumers in New South

Wales have a higher spend on superior wines

for both red and white wines. Victorians spend

above the average on red wines but below the

average on white wines. South Australians and

Tasmanians are more likely to buy super ($26

to $31/bottle) and ultra premium wines ($40 to

$70/bottle). Queenslanders are more likely to

buy entry level wines, but their market is strongly

influenced by interstate and overseas tourists4.

Australian retail on-trade wine sales are split

50:50 between under and over $12.99 per bottle

(Figure 20). Of those sold over $13 per bottle,

38% are sold between $13 and $20.99 and 12%

are sold for over $20.99 per bottle. While whites

have the ascendency in the $10 to $ 12.99 per

bottle range reds are the leader in the $21 to

$30.99 and $40 to $69.99 per bottle ranges

(Figure 20).

While Australians are price conscious,

premium bottled wine sales saw strong growth

in 2007/08 at the expense of lower priced

popular premium wines. Popular premium wines

($7 to $15 a bottle) remains by far the largest

segment of the domestic market with a 58%

volume share in the off-trade, but growth eased

slightly in 2007-08. In contrast, premium bottled

wine (priced at $15 to $20 in retail outlets) with

a 17% volume share grew very strongly, rising

47% and ultra premium wines ($30 to $50 a

bottle) and superior wines (above $50) also

experienced significant rates of growth.

4 AWBC

Australia is ranked just 25th in the world

for wine consumption per person. Wine

consumption per person fell to 20.8 litres in

2007-08, down from 21.4 litres in 2006-07.

More females drink wine than males but males

consume 3 times as much alcohol as females

overall. Generally white wine is preferred by

females and red wine by males.

%

20

40

60

80

100

$70+$70

Ultra Premium $40$31$26$21

$16

$13

$10

$7

White wineRed Wine

Fig. 20 Australian Consumer Wine Purchase Amount Spent on last bottle 2007/08Figures Wine Australia Market Insights - Australia

Entry Level

Superior

Popular Premium

PremiumSuper Premium

milli

on li

tres

10

20

30

40

50

Germany Portugal South Africa Spain 

Chile 

Argentina 

United States 

Australia 

France 

Italy 

20092008200720062005

Fig. 21 Canada Wine Imports - VolumeExporter Reported - million litresGlobal Trade Atlas

MarketProfiles

Canada

Australian Exports to CanadaCanada is Australia’s third-largest export

market by value, buying just over $202 million

worth of Australian wine in 2009. Nearly 70% of

Australian exports are red wines (Figure 23 & 24).

Canadians are quality-conscious Australian wine

consumers, as they drink a higher proportion

of Australian premium wines than most other

countries (Figure 25).

Australian wines have been the fastest

growing category within Canada for the past

five years, and through the support of Canadian

consumers, have grown at approximately 25% or

more for each of those years. However, growth

has since eased and exports have fallen in the

past two years. Australia is currently the third

largest exporter to Canada with 16% of wine

market share by value.

Exports of Australian wine to Canada

totalled 46 million litres in 2009, valued at

$233.7m. While the volume of exports increased

7% in 2009, the value has declined by 28% since

a peak in exports in 2007. Bulk exports made

up 24% of shipments in 2009 yet this category

accounted for just over 5% of the export value.

In 2005, Australian wine became the number

one import in six of Canada’s provinces: British

Columbia, Alberta, Manitoba, Nova Scotia,

Prince Edward Island and Newfoundland.

The Australian Wine and Brandy Corporation

maintains Wine Australia offices in Canada in

Toronto and Vancouver.

Major CompetitorsThe Canadian market is one of the fastest

growing wine markets globally. Approximately

85% of the wine market is imported. France

and Italy are the top importers with Australia at

number three and the USA at number four. In

contrast to other major markets, there is a trend

towards higher-priced wines with a greater focus

on quality than price.

Imports from Chile and Argentina have

increased in volume and value over the past

3 years, while imports from Australia have

declined. Australia is expected to face continued

strong competition from Chile, Argentina and

South Africa as their production continues

to increase, but Australian premium wines

should still appeal to the discerning Canadian

consumer.

Average consumption is around 11.3 litres

per capita, however, this figure is 18 litres per

capita in Quebec. Canada is not one big market

but rather a series of provincial markets. Due to

its heritage, Quebec heavily favours wines from

the Old World (France). The other major wine

consuming provinces include Ontario, Alberta

and British Columbia. While French wines outsell

Australian wines in Quebec, Australian wines

sell more than three times the volume of French

wines on the West Coast, particularly in British

Columbia.

By volume, 60% of wine consumed in

Canada is red although this figure is as high as

77% in Quebec. Imported red wines represent

approximately 75% of red wine sales while

imported white wines represent approximately

50% of white wine sales.

$US

milli

on

50

100

150

200

250

300

350

New Zealand South Africa Portugal Spain Chile Argentina 

United States 

Australia 

Italy 

France 

20092008200720062005

Fig. 22 Canada Wine Imports - ValueExporter Reported - $US millionGlobal Trade Atlas

13

Soft Pack $US3mBulk $US10.9m

Alternative Packaging $US0.6m

Glass Bottle $US187.9m

Fig. 25 Australian Wine Exports to Canada 2009By Packaging - Value $A millionAustralian Wine and Brandy Corporation

Distribution ChannelsCanada is not one single market, but

rather a series of provincial markets. Importers

into Canada need to have a relationship with

each of the provincial liquor control boards.

The Canadian wine market is controlled by

provincial liquor control boards which hold

a monopoly on the market. Each Canadian

province, with the exception of Alberta, has

a government controlled liquor control board

which regulate liquor licensing, importation of

alcoholic beverages and labelling and packaging

standards. Individual provinces set prices and

quotas and require that wine exporters sell

through registered agents.

Sales of imported wine and spirits can

basically be divided into two categories:

1. Those made direct to consumers via retail

stores operated by liquor boards.

2. Those made by liquor boards through local

agents to restaurants and hotels for further

sales.

There are two categories of imported wine:

1. Regular liquor stores which carry volume,

medium-priced products with limited

selection. This listing is called “general list”

or “GL”.

2. The specialty “Vintages” format, which

caters to the aficionado and “core

consumer” who has extended tastes. Often

these stores offer greater selection and

higher-priced offerings.

Other exceptions to the direct retailing of

wine outside of the monopoly stores are:

• Licensed grocery stores and convenience

stores in the province of Quebec are

permitted to sell wines bottled within the

province and wines bottled by the liquor

authority.

• Within the provinces of Ontario and British

Columbia, local wineries are permitted,

on a limited scale, to own and operate

their own stores under their own company

name for the purpose of selling their own

Other 0.3 ML

Sparkling 1.0 ML

White 13.6ML

Red 31.8 ML

Fig. 23 Australian Wine Exports to Canada 2009By Style - Volume million litresAustralian Wine and Brandy Corporation

Other $1.4mSparkling $6m

White $44.4m

Red $150.6m

Fig. 24 Australian Wine Exports to Canada 2009By Style -$A millionAustralian Wine and Brandy Corporation

wines. In Ontario, two chains of retail outlets

are operated by the two major Canadian

wine companies, Andres-Hillebrand and

Vincor. They are permitted to sell their own

products only – those produced in Canada

from locally grown grapes, and those

imported in bulk and blended/bottled in

Canada.

• In British Columbia, 12 private retail stores

were licensed during a brief period in

the 1980s in which licenses were being

granted, and 295 independently owned

beer and wine stores also exist in locations

such as hotels. Limitations on the number

of these stores are expected to be lifted,

and the stores were granted permission to

sell spirits in 2002.

• In Manitoba, a small number of private

retailers have been allowed to establish

specialty wine stores, importing products

through the Manitoba Liquor Control

Commission.

Other 0.8MLSparkling 32ML

White 234.8ML

Red 362.9ML

Fig. 27 Australian Wine Exports to UK 2009By Style - Volume million litresAustralian Wine and Brandy Corporation

Other $0.8mSparkling $32m

White $234.8m

Red $362.9m

Fig. 28 Australian Wine Exports to UK 2009By Style -$A millionAustralian Wine and Brandy Corporation

0

10

20

30

40

50

60

70

80

$10+$7.50 - $10

$5 - $7.50

$2.5 - $5

<$2.5-

Fig. 26 Australian Wine Exports to Canada 2009By Price Range - Value $A million Australian Wine and Brandy Corporation

UnitedKingdom

Australian Exports to the UK Australian wine has performed extremely

well in the UK market and has become the

number one imported wine in the UK by volume

(Figure 29 & 30). Australia’s strong marketing,

branding and pricing efforts coupled with

the social, cultural and historic ties between

Australia and the UK have assisted with the

strong growth of Australian wines in this market.

The United Kingdom has been Australia’s

most successful market in terms of volume sales

for some time. In 2003, Australia became the

number one country in the UK by volume taking

over from France, a position that has not been

relinquished since. The UK accounts for 71% of

Australian exports by volume to the European

Union. The Australian wine category holds

around 18% of the UK market with France now

at 16%. Now one in every five wine sales in Great

Britain is Australian in the off trade channel.

In 2009, a total of 260 million litres of

Australian wine was exported to the UK which

was less than 1% down on 2008. Value was also

down 22% to $630 million.

Red wine accounted for roughly 57% of the

volume and value of total Australian exports to

the UK in 2009 while white wine represented

40% by volume and 37% by value. Sparkling

wine exports accounted for 3% by volume and

5% by value (Figure 27 & 28). Bottled wine was

the number one export with 80% of the total

value of exports (down from 89% in 2008) and

57% of the volume. Of these bottled wine sales

the vast majority in terms of volume and value

were under the $5 price point (FOB).

The Australian Wine and Brandy Corporation

maintain a Wine Australia office in the United

Kingdom to handle the promotion, marketing

and education of Australian wines.

Canada Distribution Channels- continued

In addition, the success of Alberta in

privatising liquor retailing has encouraged other

liquor boards to gradually free up some aspects

of their control and become significantly more

responsive to consumer demands by expanding

stores, numbers of listings, wine education and

promotions. For further information please refer

to the Export Market Guide - CANADA produced

by AWBC Wine Australia.

MarketProfiles

1�

Bulk $120.1m

Glass Bottle $510.4m

Fig. 31 Australian Wine Exports to UK 2009By Packaging - Value $A millionAustralian Wine and Brandy Corporation

0

50

100

150

200

250

300

$10+

$7.50 - $10

$5 - $7.50

$2.5 - $5

<$2.5-

Fig. 32 Australian Wine Exports to UK 2009By Price Range - Value $A million Australian Wine and Brandy Corporation

$A m

illion

500

1000

1500

2000

USAGermanyNew ZealandSouth AfricaSpainChile

Australia

Italy

France

200920082007

Fig. 30 UK Wine Imports - ValueTop Volume Exporter Reported - $US millionGlobal Trade Atlas

Major CompetitorsThe UK wine market is one of the most

diverse and complex in the world, importing

wines from virtually all producing countries.

The UK has transformed from a traditional

beer and spirit drinking country into one of the

most important export markets for wine in the

world. Per capita consumption has increased

significantly in the past decade, from 12.6 litres

in 1994 to 21.1 litres in 2004. Wine continues

to dominate the alcoholic drinks sector in the

UK with a 37% value share in the UK off-trade,

followed by beer (25.9%) and spirits (22.7%). The

UK is the eighth largest wine consuming country

in total volume terms, representing 5.1% of the

world wine market at a value of $US 4.3 billion.

The market is maturing and slower growth is

forecast.

As market leader, Australian wine has the

highest market penetration, weight of purchase,

frequency of purchase and loyalty but is facing

increasing pressure from Italian and South

African wines, with South America posing

a longer term threat. South African wines in

particular are considered as having a good price

in relation to the quality. Wines from Chile are

also performing well with wines from Australia

and the US losing share to products from South

Africa and Chile.

Distribution ChannelsEU regulations apply in the UK market.

Customs Tariff (CCT) is applied to goods

from non-EU countries. Most duties are ad

valorem based on the WTO valuation system

(approximately CIF value). Specific rates apply to

a limited number of goods.

Before shipping any goods to Europe,

Austrade advises exporters to obtain a written

customs duty ruling from the UK Customs

Authority known as HM Revenue and Customs.

These rulings are called Binding Tariff

Information or BTI. BTI is free and will prevent

any conflict over customs or excise duty.

HM Revenue and Customs controls

the imports of wine into the UK however the

documentation is regulated by European Union

regulations.

Refer to the AWBC EU Market Guide for information on the regulatory system.

milli

on li

tres

50

100

150

200

250

300

New ZealandGermanyUSASpainChileSouth Africa

FranceItalyAustralia

200920082007

Fig. 29 UK Wine Imports - VolumeTop Volume Exporter Reported - million litresGlobal Trade Atlas

ConsumerTrends

Consumer trends vary considerably not only between markets but also between wines and wine styles. This next section looks at Australian, Canadian and UK consumers (as requested by the Langhorne Creek wine region), their consumption trends, wine preferences and importantly how Australian wines are perceived by consumers in each of these markets

AustralianConsumersAfter price, Australian consumers clearly

look for brand and variety when purchasing

wine. Men have a greater preference to know

about variety while women favour brand.

Regionality is also deemed to be a strong factor

in choosing a wine and discerning consumers

are willing to spend more on wine from a well-

regarded Australian wine region

According to the Business Insights report

“Future Trends in Beer and Wine” there are 5 key

trends that will shape the future of the beer and

wine markets over the next decade and wineries

that respond to these emerging trends will have

the advantage. These trends are:

• Craft products - Consumer interest in more

flavoursome, individual products has been

behind the rise of craft products in the

beer market. These offer more challenging

tastes, authenticity and often a quirkiness

not found in mass market offerings. There

are signs that this trend is being replicated

in the wine market.

• Alternative packaging – this encompasses

two very different trends: personal pack

sizes for individual consumption; and super

pack sizes for entertaining and outdoor

consumption.

• Functional benefits - Functional benefits

have already been seen in the emergence

of the energy beer market. Functionality

that delivers health benefits will continue to

grow, particularly in Japan with its health

obsessions and ageing population.

• Category blurring - The boundaries

between drinks categories are blurring and

this trend will increasingly impact on beer

and wine. The most significant components

of this trend will be the creation of soft

drinks mixes, the encroachment of spirits

into traditional beer and wine territory and

the borrowing of product attributes from

rival categories.

• New flavours and sensations - Over time

consumers are becoming more interested

in food and drinks that stimulate the

senses. Brewers and vintners will respond

with a greater variety of flavours, products

designed to complement different flavours

of food and products which provide

different sensations beyond flavour alone.

CanadianConsumersCanadian consumers are sophisticated

wine drinkers choosing quality wine over price

factors. High-quality imports are leading the

growth in this category over domestic products

and imported blends. Consumers from French-

speaking Quebec continue to favour imports

from France and Italy, whereas other provinces

have embraced New World wines, in particular,

those from Australia. Argentinian and South

African wines have led recent growth.

The increasing disposable incomes in

Canada have resulted in trading-up to more

expensive wines. Particularly, as the population

ages, health concerns prompt more red wine

consumption and the increased disposable

incomes encourage this behaviour. According

to Euromonitor International, the sector’s

astounding growth is also partially due to

the increasing consumption among young

professionals with reports suggesting that young

Canadians drink more wine than their parents

did. (For further information please refer to Wine

– Canada Euromonitor International: Country

Sector Briefing.)

Red wine is expected to lead the growth

in both volume and value terms although white

and rosé wines are still expected to grow, albeit

in smaller volumes. Cabernet Sauvignon is the

most popular red variety followed by Merlot and

Shiraz. In fact, Shiraz has been the success

story of recent years, driven largely by imports

from Australia. Chardonnay and Sauvignon

Blanc are the most popular white varieties.

Single varietal wines are increasing in popularity

at the expense of blends. Grape variety and

origin are a major focus for many consumers.

Despite these growth indicators, wine is still

not considered an ‘everyday’ drink in Canada

but more of a special occasion drink.

Canadian Consumer Perception and Awareness of Australian Wine

According to a Wine Intelligence study

commissioned by Wine Australia in 2010 (these

reports are available from Wine Australia), about

half of Canada’s adult population were regular

wine drinkers in 2007. Of these 13 million regular

1�

wine drinkers (drink wine at least once per

month):

• 1.8 million were Australian wine loyalists

(Australian is the wine source country

respondents say they drink most often);

• 5.2 million were Australian trialists (Australia

is one of the countries they source wine

from, but not their first preference);

• 6 million (a 46% share of regular wine

drinkers) did not drink Australian wine at all.

When regular wine drinkers were asked

what were the most important factors for

buying Australian wine, the two most important

were grape variety (75% of respondents) and

recommendation by family member/friend (70%).

Less important in buying Australian wine were

brand awareness (56%), promotional offer (42%),

alcohol content (34%), and region of origin (32%).

Australian wines when compared to its

key competitors in the Canadian market are

perceived as food friendly wines; consumers

are happy to recommend them, they have

recognisable brands and are value for money

(Figure 33). However, Australia was not rated

strongly for having fine/expensive wines or

for having a long tradition of wine making,

nor for having distinctive wine producing

regions. Australian wines were however, rated

much higher than major competitor France,

for producing wines that were good value for

money.

In the Wine Intelligence study, Australian

wines are perceived as being of a lower “quality”

than the export market leader France but

interestingly quite close to the quality perception

of the local Canadian produced wines and

higher than Californian and Argentinian wines.

In terms of wine region awareness,

Australian wine regions are much less well

known than European, US and Canadian

wine regions. Nearly 60% of Canadian wine

consumers did not recognise any of the

Australian wine regions suggested to them.

• When prompted with a list of Australian

wine regions, only 41% of Canadian regular

wine drinkers had heard of at least one

Australian wine region. This compares to

70% of UK consumers.

• Among the recognised regions, Tasmania is

most recognised (22%) followed by Adelaide

Hills (13%), Hunter Valley (12%), Coonawarra

(10%) and Eden Valley (10%).

• Australian wine regions are much less well

known than European, US and Canadian

wine regions. For example, 85% of regular

Canadian wine drinkers were aware of

Bordeaux when prompted with a list of

world wine growing regions.

However, when known, Australian wine

regions do well at transforming awareness into

purchase.

For more information on Canadian wine purchases please refer to the AWBC/Wine Australia: Market Insight Report – Market Overview and Trends Canada.

Fig. 33 Canadian Consumer Responses - Attribute Strength 2010% who agree with the following statementsWine Intelligence Vinitrace (R)

0

2

4

6

8

10

Argentina

California

ChileSth Africa

Australia

Canada

ItalyFrance

Fig. 34 Canadian Consumers 2010Quality Perception by country of origin. Red statistically higher, blue lower. Wine Intelligence Vinitrac (R)

UKConsumersConsumers in the UK are becoming

more “continental” in their alcoholic beverage

preferences. More wine is being consumed in

the place of beer and these trends are largely

based on the increasing disposable incomes of

UK consumers. New world wines excel in the

UK market with around 55% share of total wine

consumption, led in particular by Australian

wine, with South Africa, Chile and the USA also

performing well. The UK population of around

60 million people consumes 21 litres per capita

per year.

The major driver of increased consumption

has been from affluent middle-aged consumers

rather than an insurgence of younger

consumers. The 35 to 54 age group represents

the biggest wine consuming segment of the

population. There are three main factors

influencing UK consumer’s purchasing

decisions and these include: wine style; price;

and promotional offers. Other factors include

recommendation by friends or family and brand

familiarity1. A more recent Wine Intelligence

survey (April 2010) confirmed these results.

In terms of style preference, the UK wine

drinker continues its love affair with Rosé2.

Sales of rosé are showing consistent growth as

it is seen as an easy to drink, everyday wine,

principally targeting women and novice wine

drinkers. However, white wine is the biggest

category with approximately 50% of total still

wine sales and its value sales were up slightly

in 2009 compared to a decline in red wine.

1 Wine Intelligence, ‘Who Drinks Australian Wine in the UK 2004-05’2 Euromonitor International: Country Sector Briefing - UK (Feb 2010)

Red wine lost share to rosé and this may be

because consumers consider rosé to be a lighter

alternative. The popularity of white wine may

also be due to the trend towards lighter wines,

as they generally have a slightly lower alcohol

content than red and are usually served chilled,

so can be refreshing in the summer. Varietal

preference is still for Chardonnay, Pinot Grigio

and Sauvignon Blanc which are all showing

growth, while Shiraz and Merlot are the favoured

red varietals.

UK consumers are buying less but appear

to be seeking better quality wines. Therefore the

fastest-growing red and white wines were above

£5 (retail). Premium wines above £7 performed

well, and this indicates increasing numbers of

people seeking to treat themselves at home, as

an alternative to going to restaurants and bars.

On the other hand, wines under £4 showed a

decline as consumers who were likely to buy

wine at low prices were more likely to switch to

cheaper alternatives such as cider. However,

rosé continued to demonstrate growth in wines

above £4 as the majority of this category is

within the £4 to £6 band3.

The majority of wine sold in the UK market

is through the off-trade retail channel (79%), in

particular, through supermarkets. This channel

has made wine accessible to more consumers;

however the promotion-driven trading within

this industry has seen prices fall. Supermarkets

account for at least two thirds of retail sales, with

Tesco leading the way, followed by Sainsbury,

Asda (bought in 1999 by US retail giant

Wal-Mart), Safeway, Kwik Save, Somerfield,

3 Wine Intelligence, ‘Who Drinks Australian Wine in the UK 2004-05’

Morrisons and Waitrose. The retail sector has

experienced considerable consolidation in

recent years, as both supermarkets and liquor

store chains merge, resulting in fewer key

buyers.

The on-trade market has suffered from

a sharp value and volume sales decline as

the recession has led consumers to eat and

drink more at home rather than at pubs and

restaurants. Interestingly, through 2009, on-

line sales experienced strong development as

consumers increasingly sought convenience and

could easily search for the best deals. Tesco,

which claims to account for 40% of on-line wine

visits, revealed that its on-line sales were up

by 8% year-on-year in summer 2009. Tesco is

encouraging on-line sales by offering next day

delivery and by providing extra information about

wine products to help consumers to choose an

appropriate product. Majestic also experienced

a 16% increase in on-line sales, compared to a

2% increase in retail sales and despite a 56%

decline in profit before tax for the year to 30

March 2009. Source Euromonitor International

Country Sector Briefing – Wine United Kingdom.

ConsumerTrends

1�

UK Consumers Perception and Awareness of Australian Wine

There are 33.3 million wine drinkers in the

UK, spending around £9 billion per annum

with an average off-trade price point of £4.25.

Wine Intelligence in their latest publication ‘UK

Portraits 2009’ have identified 6 segments of

wine consumers – adventurous connoisseurs,

generation treaters, mainstream-at-homers, risk

adverse youngsters, senior sippers and kitchen

casuals.

Adventurous Connoisseurs – 7% of wine drinker, 16% of the spend on wine

This wine-savvy group, characterised by

middle-aged professionals living in the South-

East, are the highest spenders in the off-trade:

31% of them spend an average of more than £7

on a bottle, with 44% going above £8 for more

formal occasions. These 2 million wine drinkers

are also the most frequent wine drinkers; with

a quarter enjoying wine every day and a further

50% two to five times a week. Adventurous

Connoisseurs typically consume over 57 litres/

head per annum, have the broadest repertoires

of any wine drinkers, and are the most likely of all

groups to favour Old World wines.

Generation Treaters – 7% of wine drinkers, 17% of the spend on wine

A young, enthusiastic group of high earners,

who enjoy the sociability and excitement of

discovering wine. Generation Treaters generally

drink between one and three times a week, from

a fairly broad portfolio. They are familiar with

the big brands, and are the most likely of all the

groups to drink Californian and Argentine wines,

as well as Pinot Grigio and Sauvignon Blanc.

With a mean age of 30 years, they typically

spend £600 each a year on wine. Most of them

happily spend £5 to £8 for a relaxing drink at

home, and believe they can get even better

quality by going above £8 for a more special

occasion.

Mainstream-at-Homers – 28% of wine drinkers, 25% of the spend on wine

For this segment, typified by middle-aged,

middle-income consumers, wine is a simple

pleasure. They are conservative in their tastes,

and reluctant to deviate from what they know

– which is very often a New World brand. But

they are also fond of a bargain, and will stock up

on several bottles of something that takes their

fancy at the gondola end. Although Mainstream-

at-Homers may drink wine most days of the

week, they have no special interest in learning

more, or in the advice of critics. They typically

drink around 33 litres of wine and spend around

£230 each per year.

Risk-averse Youngsters – 17% of wine drinkers, 20% of the spend on wine

Consumers in this youngest group are

rather self-conscious about their lack of wine

knowledge, and tend to favour beer and spirits

in the on-trade. They drink wine at home about

once a week – maybe a Pinot Grigio or rosé they

found on offer at a convenience store – even if

they’re not entirely sure where it’s from. Typically

aged under 34, with average incomes and a

slight female bias, Risk-Averse Youngsters

believe £3 to £5 is a reasonable spend for

informal nights in, but will go as high as £6 for

the right occasion.

Senior Sippers – 29% of wine drinkers, 18% of the spend on wine

Wine is enjoyed once a week, or even less

frequently, by this group, which is dominated

by older consumers, often retirees. Lacking

confidence in their wine choices, Senior Sippers

have a white wine bias and are happy with

ownlabels costing £3 to £4. Interestingly, they

are more likely than other groups to buy German

wine and also have a high penetration in the

sherry category.

Kitchen Casuals – 12% of wine drinkers, 4% of the spend on wine

The most infrequent wine drinkers of

all, characterised by older, lower-income

consumers who open a bottle perhaps once

a week. Tending to stick to what they know,

Kitchen Casuals gravitate towards cheaper

own-labels and don’t give much thought to

brands, countries or regions. In the off-trade,

£5 is generally the absolute limit; on the rare

occasions they buy wine in the on-trade, the

house wine will normally suffice.

Amongst these segments in the UK market,

Australian wine rates highly for its recognisable

brands and as a value for money wine, whilst

France maintains its reputation for fine wine and

distinctive wine producing regions.

Australia rates poorly in the areas of having

a long tradition of wine making, of producing

expensive/fine wines and also poorly in terms of

wines chosen for a special occasion.

In the Wine Intelligence study of UK

consumers perception of wine (June 2010),

Australian wines trailed wines from France which

is the second largest exporter to this market.

Australia also trails behind New Zealand and Italy

(Figure 36).

When looking at what prompts the

UK consumer to buy wine (Figure 35) the

overwhelming most important factor is the

promotional offer, mainly due to the large

amount of wine sold in the off-trade through

supermarkets where discounting and price

wars are common practices. Grape variety

and country of origin were also considered

important, as to was brand recognition and

region of origin. The UK consumer considers

Australian wine as being good value for money,

has recognisable brands, are food friendly

wines, good grape varieties and a wide variety.

UK Consumers had some recognition of

Australian wine producing regions but were less

likely to consider Australian wine for special

occasions nor did they consider them as

expensive/fine wines.

Fig. 35 UK Consumer Responses - Attribute Strength 2010% who agree with the following statementsWine Intelligence Vinitrace (R)

0

2

4

6

8

10

ChileSpain

South AfricaCalifornia

Australia

ItalyNew Zeland

France

Fig. 36 UK Consumers 2010Quality Perception by country of origin. Red statistically higher, blue lower. Wine Intelligence Vinitrac (R)

21

References

Euromonitor International “Global Wine:

Challenges and Opportunities facing the Wine

Industry” May 2010

Wine Australia “Market Insight Report - Global

Wine Supply Monitor” January 2009

Business Insights “Future Trends In Beer and

Wine: emerging markets, private label and

innovation” 2008

Wine Australia “Market Insights - Australia” May

2008

Euromonitor International : Country Sector

Briefing. “Wine – Australia” March 2010

Wine Australia “Market Insight Report

– Opportunities for the Australian Wine Sector”

November 2008

Australian Wine and Brandy Corporation -

Winefacts

Wine Australia “Market Insight Report

– Consumer Perception of Wines and Regions

from Australia. UK, US, Canada and Sweden”

May 2008

Wine Australia “Market Insight Report – Market

Overview and Trends Canada” April 2009

Wine Australia “Directions to 2025 – Market

Insights Canada Executive Summary” March

2007

Euromonitor International : Country Sector

Briefing. “Wine – Canada” December 2009

AWBC Wine Australia “Export Market Guide

– Canada” January 2010”

Wine Australia – Wine Intelligence “Quality

Perception of Australian wines in Canada”

Wine Australia “Directions to 2025 – Market

Insights UK Executive Summary” March 2007

Euromonitor International : Country Sector

Briefing. “Wine – UK” February 2010

AWBC Wine Australia “Export Market Guide

– UK” August 2010

Wine Intelligence “What does the Future hold?

Issues facing global wine markets in 2010 and

beyond” December 2009

Wine Intelligence Fact Sheet “Where is the UK

Wine Category heading?” May 2010

Wine Intelligence “UK Portraits 2009 – The Wine

drinker segmentation” July 2009

Wine Intelligence “Defining wine markets : The

global model” 2010

Wine Intelligence Briefing “Decisions, decisions:

how UK consumers choose their wines”

November 2008

Wine Intelligence “What do consumers really

think of wine producing regions?” May 2009

IBIS World Industry Report G5123 “Liquor

Retailing in Australia” July 2010

IBIS World Industry Report C2183 “Wine

Manufacturing in Australia” July 2010

IBIS World Industry Report F4717 “Liquor

Wholesaling in Australia” April 2010

AWBC and Winemaker’s Federation of Australia

“Submission to the review of export policies and

programs” May 2008

Wine Australia “Market Insight Report – Market

Overview and Trends Asia Pacific” May 2009

Notes

23