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
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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
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