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Consumer and trade insights into the USA wine market

About the report

Two separate surveys were conducted on behalf of Wine Australia by Wine Opinions in 2022:

  • A survey of consumers, 85 per cent of which were high frequency wine drinkers, and
  • A survey of the trade (importers, distributors, retailers, restaurants, media/marketers).

Building on the previous study, which highlighted the growth potential for Australian wines in the USA market at $20+ per bottle, the first year of the current project has a greater focus on growth potential for leading varietal types in the US$20 or more segment. Other areas that were explored included (but not limited to):

  • determining levels of consumer interest or trial of Australian wines across varietal types, 
  • the most critical factors for new portfolio additions the trade, 
  • identifying the factors that are most influential to consumer choice of a new wine to try, 
  • tracking changes in the demographic profiles of those who regularly buy Australian wines,
  • establishing “quality for price” perceptions of Australian wines by price segment,
  • engagement with the US market promotional campaigns of Australia, 
  • the interest in No and Low alcohol wines and related “better for you” features, and 
  • the importance of sustainable certifications and labelling.

Report summary

Key findings of the reports were:

  • Best growth potential for Australian wines is at US$20 to US$25 per bottle
  • Grape variety and region of origin are the most important factors influencing consumer new wine purchase decisions
  • It is important to understand the trade's portfolio
  • In-person campaign activities are crucial
  • Mid-strength alcohol is the sweet spot in the 'better for you' wine category
  • Sustainably produced wine is important

The trade report and consumer report can be downloaded separately.

About the source

Wine Opinions is a leading provider of US wine market research to wineries, wine marketing companies and wine trade associations around the globe, offering trade and wine consumer insights and wine market intelligence.


This content is restricted to wine exporters and levy-payers. Some reports are available for purchase to non-levy payers/exporters.

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Find out more

This content is restricted to wine exporters and levy-payers. Some reports are available for purchase to non-levy payers/exporters.

Levy payers/exporters
Non-levy payers/exporters
Find out more

This content is restricted to wine exporters and levy-payers. Some reports are available for purchase to non-levy payers/exporters.