Endeavour Group Insights Report: Australia off-trade market

About the report

This report provides a detailed analysis of the wine category within the Australian off-premise liquor market.

Insights are based on:

• Retail scan data
• Consumer loyalty data

Data is sourced from sales through Endeavour Group outlets, including Dan Murphy’s and BWS.

The report examines:

• Consumer behaviour and purchasing trends
• Category performance and shifts
• Emerging opportunities across the wine category

Content is originally published in Endeavour Group’s quarterly supplier publication, Distilled, and has been provided to Wine Australia to share with the Australian wine sector.

Special report: State of the Grapes (August 2025)

The State of the Grapes report provides a comprehensive view of Australian wine consumption, based on customer shopping data from Dan Murphy’s and BWS.

It explores:

• What consumers are buying
• How preferences are changing
• Where growth opportunities exist

Key areas of analysis include:

• Varietal trends
• Regional preferences
• Evolving consumption patterns

The report provides a snapshot of the current market and is relevant for producers, distributors and marketers across the wine sector.

Insights from the report were presented at the Wine Australia Update in July 2025. Watch the presentation here.

Report summary – August 2025

The August report includes a summary of insights from the 3-month period to the end of June 2025.

Key consumer trends

• Shift towards smaller, more meaningful social occasions
• Increased demand for lighter, more sessionable styles, including:
  • Sparkling wine
  • Rosé
  • Single-serve spritzers
• Continued focus on value and convenience, including:
  • Economical pack sizes
  • Easy-to-consume formats

Category insights

The report includes a detailed analysis of the wine category, covering:

• Performance by generation
• Wine sub-category preferences
• Emerging growth opportunities

These insights support businesses to better understand customer needs and respond to changing market conditions.

About the source

Endeavour Group operates Australia’s largest retail drinks network, including:

• Dan Murphy’s
• BWS

The group also operates:

• A large portfolio of licensed hotels across Australia
• Wine production and brand operations under Pinnacle Drinks
• Pinnacle Drinks is among the top 20 wine producers in Australia.