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Selling wine domestically
Australia is the largest single market for Australian wine and remains an important source of sales, brand building and customer engagement. While Australian consumers continue to favour local wine, the market is evolving. Changes in consumer preferences, drinking occasions, purchase channels and moderation behaviours are creating new opportunities and challenges for wine businesses.
To grow domestic sales, it is important to understand your customers, identify the right channels and use insights to inform business and marketing decisions.
Understand the Australian wine consumer
Consumer attitudes and behaviours continue to change across the Australian wine market. Health and wellbeing, moderation, affordability, convenience and changing social occasions are increasingly shaping how, when and why consumers choose wine.
Current market insights show that:
- The number of regular wine drinkers has stabilised, supported by population growth and increased participation.
- Overall wine volumes remain under pressure as consumers moderate alcohol consumption.
- Younger consumers are becoming increasingly important drivers of wine spending and future category growth.
- Lighter and more approachable styles continue to gain attention, including sparkling wine, rosé, Pinot Grigio and spritz-style products.
- Consumers are seeking wines that suit a broader range of occasions and lifestyles.
- Value, convenience and relevance are increasingly influencing purchasing decisions.
Reports and resources
IWSR Australia Wine Landscapes Report
Gain a deeper understanding of Australian wine consumers, including:
- Consumer demographics and segmentation
- Wine consumption and purchasing behaviour
- Moderation and wellbeing trends
- Purchase drivers and channel preferences
- Wine brand performance and awareness
The report helps businesses identify changing consumer needs and emerging opportunities in the domestic market.
Read the IWSR Landscapes report
Australian Wine Market Insights Report
Explore broader domestic market trends, including:
- Market size and performance
- Consumer trends
- Domestic sales channels
- Premiumisation trends
- Competitive pressures from other beverage categories
- Growth opportunities across the Australian market
Sell through retail and off-premise channels
Retail remains the largest domestic sales channel for Australian wine. Understanding what consumers are buying, where they are shopping and how preferences are evolving can help businesses make better product, pricing and distribution decisions.
Current retail insights indicate increasing demand for:
- Lighter and more approachable wine styles
- Convenient formats
- Value-oriented purchases
- Sparkling wine, rosé and Pinot Grigio
- Products aligned with changing social occasions
Reports and resources
Endeavour Group Insights Report
Provides detailed analysis of the Australian off-premise wine market using retail scan and customer loyalty data from Dan Murphy’s and BWS.
Topics include:
- Consumer purchasing behaviour
- Category performance
- Wine style and varietal trends
- Emerging opportunities
- Regional and generational differences
Explore Endeavour Group insights report
State of the Grapes
A special report based on customer shopping behaviour across Dan Murphy’s and BWS.
Topics include:
- What consumers are buying
- How preferences are changing
- Generational differences
- Regional consumption patterns
- Growth opportunities for Australian wine
Wine Import Snapshot
Understand how imported wine is performing in the Australian market, including:
- Import volumes and values
- Key source countries
- Wine style performance
- Competitive trends
Sell through on-premise channels
Restaurants, bars, pubs and hospitality venues remain an important channel for introducing consumers to new wines and building brand awareness.
Recent research shows that wine performs most strongly in food-led occasions and premium dining settings, while changing social behaviours, moderation trends and increased competition from other beverage categories are reshaping the channel.
Opportunities exist to better engage consumers through:
- Food pairing occasions
- Simpler wine experiences
- Staff recommendations and education
- Alternative formats and styles
- Storytelling and occasion-based marketing
Reports and resources
Wine Category On-Premise Research Report
Explore the latest research into Australian on-premise wine consumption, including:
- Consumer motivations and barriers
- Venue and occasion trends
- Wine selection drivers
- Generational differences
- Opportunities to increase wine relevance and engagement
The report provides practical insights for wineries looking to strengthen performance in restaurants, pubs, bars and hospitality venues.
Grow direct-to-consumer and cellar door sales
Direct-to-consumer sales remain an important source of revenue for many Australian wine businesses. Cellar door, wine clubs, events and winery-owned online channels provide opportunities to create stronger customer relationships and improve margins.
Tourism recovery, changing visitor behaviour and digital engagement continue to influence the performance of this channel.
Connect with consumers through We make a wine for that
Understanding your customer is the first step. Connecting with them is the next.
We make a wine for that is Wine Australia’s consumer-facing campaign designed to help Australians discover wines that suit their tastes, occasions and lifestyles.
The campaign showcases the diversity of Australian wine and helps consumers find wines for everyday moments, meals, celebrations and social occasions.
The campaign aligns with current consumer trends, including growing demand for:
- Occasion-based wine choices
- More approachable wine experiences
- Lighter wine styles
- Greater exploration and discovery
Australian wine businesses can use the campaign to support domestic engagement and build stronger connections with consumers.
Visit We make a wine for that to access campaign collateral and participate.