The opportunities for further market share expansion of Australia’s regional and premium price segment wines in the US market

The United States is the world’s biggest wine market and Australia’s second biggest export market. However, the Australian wine category has lost ground in the US since 2007 and is struggling to make in-roads at the premium end of the market.

The feedback from Australian wine companies participating at this end of the market is that the trade represents a significant barrier to reaching the US consumer. Thus, for the Australian category to be re-vitalised in the US, insights into the motivations of the trade and how they perceive the Australian category are required. The primary focus is to assess the current strengths and weaknesses as well as future viability of increased market share for Australian wines by type, region and price segment (in both the on-premise and off-premise channels).

The research uses quantitative and qualitative analysis of the current standing and opportunities for growth across the distributor, on-premise and off-premise channels (internet retailers as well as bricks and mortar stores), including both chains and major independents.

Information is to be collected through trade and consumer surveys, online trade discussion groups and sales data analysis over five years. Wine Opinions will utilise their proprietary national trade (2,900 people) and consumer (9,800 people) panels.

Sector benefits

Robust data on the opportunities for  market share expansion in the US market will aid decision making by the sector.

Mid-project reports

Mid-project reports are available for download under "Downloads" on the right.

Objectives

To identify the opportunities for further market share expansion of Australia’s regional and premium price segment wines in the US market over the next five years.