Young consumers eye different wine size formats
A new report by Wine Intelligence has highlighted that young consumers inAustralia are more comfortable buying wine in alternative size formats compared to their older peers.
The Wine Packaging Formats and Closures in the Australian Market 2018 report shows that consumers under the age of 35 or more likely to buy wine in alternative formats, specifically large 1.5L bottles or smaller half-bottle formats; although their first preference remains standard-sized wine bottles in common with the market as a whole.
This trend can be seen in data on purchase, conversion and affinity, revealing that younger Australian wine drinkers not only have more openness towards and awareness of packaging formats beyond the standard 750ml bottle, but they actively purchase it as well.
Rodney Sammut, Country Manager for Australia and New Zealand said: “There are definitely continued packaging innovation opportunities available within the Australian market place.
“As an industry we should be actively exploring more of these options, especially as we continue to feel the impact of some of the more significant changing consumer dynamics.
“As with all change, some consumers may show initial resistance to the offer, but if our screwcap experience has taught us anything, it is that these perceptions can be changed and both we, and more importantly, our customers will benefit.”
According to the report, the 750ml glass bottle remains the pack format of choice amongst regular wine drinkers, with over 80 per cent having purchased their wine in this format in the last three months.