About the report

This report is a wine category ‘deep dive’ for the Australian off-premise liquor market. The insights are derived from scan data and consumer loyalty data on retail sales through Endeavour Group outlets: Dan Murphy’s and BWS.

The report explores the latest trends, strategic innovations and dynamic shifts within the wine category.

The reports are originally published in Endeavour Group’s quarterly supplier magazine, Distilled. This stand-alone version is provided to Wine Australia free of charge to share with the Australian wine sector.

Report summary – December 2024

The December report includes a summary of liquor trends over the past 10 years, an analysis of the preferences of the ‘MilZ’ cohort, and a look at more recent shifts in alcohol categories, showing which sub-categories are trending up and slowing down. It highlights the importance of delivering value and driving growth through innovation. 

About the source

Endeavour Group operates Australia’s largest retail drinks network under the Dan Murphy’s and BWS brands, and also operates a large portfolio of licensed hotels in communities across Australia. It has its own wine brands, under the collective banner of Pinnacle Drinks, and operates a number of wineries around Australia and New Zealand under the group name Paragon Wine Estates. Pinnacle Drinks is one of the top 20 wine producers in Australia in its own right.