New Zealand wine a hit with Australian drinkers
A new report from Nielsen shows the New Zealand Wine trend continuing to grow, with volume sales up 42.3% over the financial year to 2009, and sales doubling since 2007. New Zealand wine now accounts for 8% of off-premise wines sold in Australia.
The emerging market consists of a different demographic to the general wine-buying population. Drinkers are more likely to be in their thirties, metropolitan residents (particularly Sydney) and have a household income of over $100,000.
These drinkers are inclined to experiment with their purchases, and are buying wine for social occasions rather than cellaring. They wish to impress with their wine choices and emphasise the importance of wine ‘being good with food’.
New Zealand wines appear to have hit a sweet spot with this highly-sought-after demographic, despite marketing across all key alcohol categories.