Market insights library

The global shift from red to white and sparkling wine

The global wine industry has been undergoing a significant structural transformation. While declining overall wine consumption has attracted considerable attention, another important trend has emerged beneath the surface: a steady shift in consumer demand from red wine towards white and sparkling wine.

Five reasons why Poland is a wine market to watch

Wine markets in the Philippines, Malaysia and Indonesia: opportunities for Australian exporters

Southeast Asia is an increasingly important region for Australian wine exporters seeking to diversify and build new markets. Population growth, rising household incomes and increasing consumer interest in premium imported beverages are supporting opportunities across the region although market maturity, consumer preferences, routes to market and operating conditions vary considerably. This market bulletin focuses on Malaysia, Indonesia and the Philippines, three import-dependent wine markets at different stages of development. Malaysia offers established premium demand, Indonesia combines rapid recent growth with complex regulatory and market access settings, while the Philippines has an expanding base of urban consumers and established distribution networks. Together, they represent more than 425 million consumers that demonstrate the scale and diversity of the broader Southeast Asian opportunity.

Transforming challenges into opportunities

The global wine industry is undergoing significant transformation. Across many mature markets, wine consumption is declining, consumer behaviours are evolving, and competition for attention has intensified. Economic pressures, shifting demographics, health trends and climate concerns are reshaping the environment in which wine businesses operate. As outlined in Peter Bailey’s presentation at Wine Australia’s 2026 Global Market Update , these challenges are not temporary disruptions. They represent long-term structural changes that have been building for years and will continue to influence the future of the category.

Australia

How has the Australian wine retail market performed in the past 12 months?

The Australian market is the ninth-largest and eighth-most attractive wine market in the world, according to the IWSR . It is the Australian wine industry’s largest single market, accounting for 40 per cent of total sales, and also our most accessible – with (needless to say) no tariffs, no freight costs and no language barriers. While the Australian wine market has not been immune to the declines affecting mature wine markets globally, it has proved comparatively resilient. Beneath the headline decline, the data reveals a number of positive growth stories across specific wine styles, price segments and regions.

Australian exports decline as global wine consumption weakens

Australian wine exports declined in the year ended June 2026, reflecting ongoing weakness in global wine consumption and increasingly challenging conditions across many of Australia’s key export markets.

Smallest vintage in over 25 years as industry adjusts to changing market conditions

The 2026 vintage was the smallest in over 25 years at 1.27 million tonnes, according to Wine Australia’s National Vintage Report 2026 released today. While adverse seasonal conditions affected production in several regions, the scale and pattern of the decline suggest that market factors were the primary driver. This market bulletin looks at how the composition of the Australian winegrape crush in 2026 reflects changing conditions and examines the impact on grape prices.

Growing demand and premium opportunity for Australian wine exporters in Thailand

Thailand is one of Southeast Asia’s most promising emerging wine markets, with steady consumption growth and strong demand for imported wine. The country is the third largest economy and largest wine market in the region. Australian wine is highly regarded for quality, trust and sustainability, creating a strong position for further growth. This Market Bulletin provides a snapshot of the key market trends from Wine Australia’s newly published Thailand Market Insight Report. For more detailed analysis, Australian wine levy-payers and exporters can access the full report on our website.

Thailand

Thailand market insights report

The Thailand Market Insight Report is an overview of the wine market in Thailand in the context of the overall alcohol market and the broader economy. It pulls together information from various data sources to summarise the potential market opportunity and Australia’s current performance in this market.

Sweden

Sweden off-premise market sales trend report

This report summarises the Sweden wine market by wine style, colour, brand, country of origin and price point.

Global wine consumption drops further in 2025: new IWSR data reveals the underlying trends

Global wine consumption continues to decline, but not equally across markets, with new data from IWSR revealing a decline in both volume and value in 2025. The latest wine consumption figures show a global decline of 3.2 billion litres since 2020, a rate of 3 per cent per year on average. While the value of wine consumption has grown by an average of 1 per cent per year since 2020, value also declined slightly in the past year, for the first time since the COVID-19 pandemic.

Americas

US Wine Opinions: where Australia can compete in a declining market

The US wine market remains under pressure, with declining consumption and heightened competition from both domestic and imported wines. Against this backdrop, a four-year trade and consumer research program was conducted with Wine Opinions, funded by Wine Australia. These new consumer and trade reports reveal how the US wine market has evolved between 2022–2025 and where Australian wine producers can stand out. This bulletin outlines the most relevant insights for Australian exporters, bringing together Wine Opinions research with the latest US market trends from Circana and SipSource.