Insights Wine Australia Presentation outline US market breakdown - - PowerPoint PPT Presentation

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Feb 26, 2024 659 likes •872 views

US Market Update July 2019 Peter Bailey Manager, Market Insights Wine Australia Presentation outline US market breakdown Consumption over time Demographics Price points Variety Australias current position The

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US Market Update July 2019 Peter Bailey Manager, Market Insights Wine Australia

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Wine Australia

US market breakdown ➢ Consumption over time ➢ Demographics ➢ Price points ➢ Variety Australia’s current position The opportunities for Australian wine

Presentation outline

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The United States is the world’s biggest wine market

Wine Australia

3

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Wine consumption in the USA continues to grow but per capita consumption has stagnated

Wine Australia

4

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The number of wine consumers in the USA has declined

Wine Australia

5

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Increasing proportion of older wine drinkers in the US

Wine Australia

6

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Decreased frequency of consumption driven by younger wine drinkers

Wine Australia

7

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Younger consumers spend more on wine

Wine Australia

8

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23 million case opportunity in premium wine sales

Wine Australia

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Premium growth remains strong in the off-trade

Wine Australia

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Upside for Australia in premium wine sales

Wine Australia

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Australia was once a significant premium player in the USA

Wine Australia

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Australia needs more premium producers to enter/re-enter the USA market

Wine Australia

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The USA consumer views Australian wine positively

Wine Australia

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Grape variety is the number one choice cue for USA wine consumers

Wine Australia

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There are opportunities for Australia in several varieties/styles

Wine Australia

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Three-tiered system makes the USA a complex market

Wine Australia

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Distribution consolidating and is a barrier for Australia

Wine Australia

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Wine Australia

Increasing Australia’s market-share in the USA (particularly at the $US15 to $US25 per bottle price point) requires ➢ A strong presence ➢ A fundamental perception change Far From Ordinary campaign USA Market Entry Program Growing Wine Exports Program Wine Export Grants

US Market Update July 2019 Peter Bailey Manager, Market Insights Wine Australia

US market breakdown ➢ Consumption over time ➢ Demographics ➢ Price points ➢ Variety Australia’s current position The opportunities for Australian wine

Presentation outline

2

The United States is the world’s biggest wine market

3

Wine consumption in the USA continues to grow but per capita consumption has stagnated

4

The number of wine consumers in the USA has declined

5

Increasing proportion of older wine drinkers in the US

6

Decreased frequency of consumption driven by younger wine drinkers

7

Younger consumers spend more on wine

8

23 million case opportunity in premium wine sales

9

Premium growth remains strong in the off-trade

10

Upside for Australia in premium wine sales

11

Australia was once a significant premium player in the USA

12

Australia needs more premium producers to enter/re-enter the USA market

13

The USA consumer views Australian wine positively

14

Grape variety is the number one choice cue for USA wine consumers

15

There are opportunities for Australia in several varieties/styles

16

Three-tiered system makes the USA a complex market

17

Distribution consolidating and is a barrier for Australia

18

Increasing Australia’s market-share in the USA (particularly at the $US15 to $US25 per bottle price point) requires ➢ A strong presence ➢ A fundamental perception change Far From Ordinary campaign USA Market Entry Program Growing Wine Exports Program Wine Export Grants

Unlocking the opportunities for Australia

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