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Wine Markets and Consumers Opportunities and Challenges for the Langhorne Creek wine region

This report has been prepared in response to a request by the Langhorne Creek wine region to provide local grape growers and wine makers with an understanding of market opportunities and constraints in three key markets. The report aims to provide an on overview of the Australian, Canadian, and UK markets for Australian and South Australian wines and, where possible, Langhorne Creek wines.

The report is set out in sections with the first looking at the global wine market in terms of production and consumption and who the major players are in global wine trade. The second section examines the global wine trade and where Australia sits in this global context. The major export markets for South Australia and, in particular, Langhorne Creek are reviewed in terms of total value exported and price points.

The third section analyses the Australian, Canadian and UK markets in terms of market size, competition and distribution chains. These markets were identified by the Langhorne Creek wine region to determine if there were opportunities for further growth in these markets.

The report also provides an insight into consumer trends that are driving wine purchase behaviour in the Canadian and UK markets and how Australian wines are perceived versus our major competitors in these markets.

Understanding consumer trends and what is driving them can be the key to identifying opportunities for differentiation and growth in growing categories in the marketplace.

A comprehensive list of reference material is included at the end of the report if the reader seeks further information or clarification. Particular thanks go to Wine Australia for providing much of the information contained in this report.

Report: Wine Markets and Consumers Opportunities and Challenges for the Langhorne Creek wine region (pdf, 3.5mb )