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SPARKLING WINE in the AUSTRALIAN MARKET Report

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SPARKLING WINE in the AUSTRALIAN MARKET Report Report Brochure SPARKLING WINE IN THE AUSTRALIAN MARKET OCTOBER 2015 REPORT PRICE • GBP 1,500 • AUD 3,300 • USD 2,400 • EUR 2,100 • 3 Report Credits © Wine Intelligence 2015 1 Report price Report price: GBP 1,500 USD 2,400 EUR 2,100 AUD 3,300 Report credits: 3 52 page PowerPoint report *All prices exclusive of VAT, GST, or relevant local sale taxes at the current rate 2 Contents page 1. Introduction p.4 5. Sparkling wine consumers trend and profiling p.23 2. Sparkling wine market context p.6 . Frequency of sparkling wine consumption . Market size . Sparkling wine types consumption reach . Per capita consumption of sparkling wine . Frequency of sparkling wine consumption by type . Australia sparkling wine volumes . Gender and age distribution of drinkers by sparkling wine type . Portraits of drinkers by type of sparkling wine . Crossover and consumption between different sparkling wine 3. Management summary p.9 types . Management summary . Sparkling wine + Italian Prosecco and Cava drinkers profile . Sparkling wine drinkers profiling . Key takeaways 4. Sparkling wine vs other alcoholic 6. Sparkling wine brand health p.36 beverages p.12 . Brand power . Alcoholic beverage repertoire . Brand awareness . Preferred beverage by occasion . Brand purchase . Imagery associations for alcoholic beverage categories . Most frequently purchased brands . Gender and age distribution amongst all alcohol drinkers . Brand conversion . Key takeaways . Brand recommendation . Profiling of top 10 sparkling brands . Key takeaways 7. Appendix p.46 . Portraits segmentation overview . Methodology 3 Excerpts from the introduction “Australia is the world’s 10th largest sparkling wine market by volume. It’s an impressive ranking for a small population. This latest report reveals that just over half of all alcohol drinkers in Australia drink sparkling wine, making this a market of around eight million drinkers, a quarter of whom are enjoying it on a weekly basis.” “Echoing trends in the Australian wine market overall, the sparkling market here is seeing small declines in growth overall, led by decreasing domestic volumes. However, imported sparkling volumes are growing. This report shows how French Champagne, New Zealand sparkling, Italian Prosecco and Cava are all being drunk more frequently than two years ago.” “There are signs from our research that the general trend with sparkling wine over the last couple of years has been towards stability. However, there are some notable growth stories, including Oyster Bay, which has succeeded in reaching more sparkling drinkers in Australia than ever before. Furthermore, several brands of sparkling wines have been gaining advocates, with more people claiming they would be likely to recommend a number of brands to friends and family.” Natasha Rastegar, Country Manager, Australia and New Zealand 4 Quantitative methodology Wine Intelligence uses factor and cluster analysis to group consumers into distinct segments based on their answers to questions about their wine-drinking behaviour and their attitude towards wine in Vinitrac® (see previous slides for Vinitrac® methodology) The input variables used in cluster analysis are based on questions related to the following topics: . Typical spend in the off-premise and on-premise . Frequency of consumption in the off-premise and on-premise . Attitude towards wine . Involvement with wine and perceived wine expertise . Age Once consumers have been identified as belonging to a specific segment, these segments are profiled based on a set of output variables, which in addition to the input variables above include demographic information and more detailed questions on wine-drinking behaviour. 5 Quantitative methodology . The data for this study was collected in August 2013, August 2014 and August 2015 . Data was gathered via Wine Intelligence’s Vinitrac® online survey of Australian all alcohol drinkers and sparkling wine drinkers: . 2013 - 2,469 all alcohol drinkers and 1,255 sparkling wine drinkers . 2014 - 1,522 all alcohol drinkers and 739 sparkling wine drinkers . 2015 – 1,201 all alcohol drinkers and 621 sparkling wine drinkers . Respondents meet the following requirements: . Adult drinking age . Permanent resident of the country . Drink sparkling wine (for sparkling wine category) . Invalid respondents (those who sped through the survey or gave inconsistent answers to selected questions) were removed before analysis . The survey was quota-based and post-weighted to be representative of Australian sparkling wine drinkers in terms of age and gender 6 Research Methodology IWSR 2015 . Measures from the IWSR correspond to actual wine consumption figures. This means sales into the trade (on + off premise) . The IWSR visits each market each year. Discussions are held with key local experts in the market including importers, producers, grey market operators, duty free operators, and supermarket/hypermarket buyers. All volume data is given in thousand 9 Litre Cases . In the breakdown by country of origin, IWSR includes (depending on the market and the size of the category) the following two categories: ‘Other’ and ‘International’ They are defined as followed: . ‘Other’: category including wine blends (normally in bulk or bottled without specified country of origin) and wines from other countries with volumes too small to break out separately . ‘International’: Category including wine brands that have wines from various countries . The IWSR includes the following types of wine in its definition of ‘wine’: Definitions WINE = Still light wine + Sparkling (Champagne & other) + Fortified + Sub-categories Light aperitifs (vermouth…) + Other (rice wines...) 7 REPORT PRICE: • GBP 1,500 • AUD 3,300 • USD 2,400 • EUR 2,100 • 3 Report Credits Format: 52 page PowerPoint (PDF) Purchase online: http://www.wineintelligence.com/product-category/report-type/topic-reports/ Contact us directly: [email protected] If you have any questions, please contact your local Wine Intelligence office: AVIGNON Jean-Philippe Perrouty, Director, Wine Intelligence France| T +33 (0)486 408 417 | Email: [email protected] CAPE TOWN Dimitri Coutras, South Africa Country Manager | T +27 828288866 | Email: [email protected] DELAWARE Erica Donoho, USA Country Manager | T +1 973 699 4158 | Email: [email protected] FRANKFURT Wilhelm Lerner, Associate Director/Germany Country Manager | T +49 (0)175 5806 151 | Email: [email protected] LONDON Eleanor Hickey, Assistant to the CEO| T +44 020 7378 1277 | Email: [email protected] SYDNEY Natasha Rastegar, Australia Country Manager | T +61 (0) 428 755 057 | Email: [email protected] TRIESTE Pierpaolo Penco, Italy Country Manager | T +39 349 424 3371 | Email: [email protected] 8.
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