Australia: Consumer choice influenced by grape variety in key markets

Grape variety remains one of the most influential choice factors for consumers when buying wine. Wine Australia analysed IWSR research from 2023 for ten key wine markets (representing 90 per cent of Australian wine sales) and found that grape variety was in the top two most important choice cues in seven of the ten markets. The seven markets were: In the other three markets – Japan, South Korea and Singapore – grape variety was the fifth most important choice cue. In Japan and South Korea, wine that matches or complements food was the most important factor and in Singapore, promotional offer was the most important. In eight of the same 10 markets, red wine was the number one alcoholic beverage of choice among regular wine drinkers (see Figure 1). White wine was number one in the United Kingdom and New Zealand. Beer was the second choice behind red wine in the major Asian markets of Japan, Singapore, South Korea and China. Figure 1: Alcoholic beverage repertoire among regular wine ...