Wine Australia’s new market bulletin, based on 2023 IWSR research, reveals that grape variety continues to significantly influence consumer wine choices, ranking as a top two factor in seven out of ten key markets. These markets include Australia, the UK, the US, Canada, New Zealand, Germany, and China. In contrast, Japan, South Korea, and Singapore rank grape variety as the fifth most important factor, with preferences there leaning towards wines that complement food or promotional offers.
The bulletin highlights a strong preference for red wines, with Cabernet Sauvignon and Merlot being the most popular in most markets. Shiraz, however, has seen a decline in consumption across several markets. White wine preferences are led by Sauvignon Blanc and Chardonnay, with Sauvignon Blanc being the top white wine choice in Australia, the UK, New Zealand, Singapore, South Korea, and China. However, its consumption is declining in most of these markets.
Emerging trends include a rise in Tempranillo and red blends in the US, while Sangiovese and Grenache remain less popular, generally outside the top five red varieties.
