Australia

Home is where the wine is for Aussie drinkers, research finds

By RJ Whitehead

- Last updated on GMT

Home is where the wine is for Aussie drinkers, research finds
While the proportion of Australians adults drinking wine is gradually declining, the proportion of those drinking wine at home has increased very slightly.

In the year to June 2010, 47% of Aussies over legal age drank wine in any given four weeks. Meanwhile, 37% of the population did so at home. 

However, four years later, and the overall proportion drinking wine anywhere has decreased marginally to 46% while the proportion drinking wine at home has risen to 38%.

Marginal changes

Consumption at other ‘off-premises’ venues—private spaces where alcohol is not sold—has fallen over the last five years. In the 12 months to June 2014, 17% of Australian adults drank wine at the homes of friends or family in an average four weeks (down from 19%) and 2% drank it at a picnic, BBQ or somewhere else outdoors (down from 3%).

Although the proportion who drank wine in bars, pubs and taverns grew (from 5% to 6%), on premises drinking generally remained fairly steady, and was significantly less popular than off-premises drinking.

Whether it’s a glass over dinner, while cooking, or as a way to wash away the day’s stresses, there’s no doubt that drinking wine [outside licenced premises] is easy, convenient and considerably cheaper than at licensed venues such as pubs, clubs or restaurants​,” said Angela Smith of Roy Morgan Research.

Social influencers

But social habits also influence where people drink. For example, the “Cultural Pioneers” demographic group of young, independent singles who play as hard as they work is 44% more likely than the average Australian to share a drop at a friend or relative’s place in any given four weeks, and more than twice as likely to enjoy a glass of wine in the pub, Smith said.

High-earning, extroverted ‘Smart Money’ individuals also enjoy the high life. In an average four-week period, they are 117% more likely to drink wine at a licensed restaurant or café, and 99% more likely to do so at a friend or family member’s home​.

Meanwhile, ‘Back to Nature’ were 14% more likely than the average Aussie to drink wine at home in the last four weeks. Typically well set up in beautiful homes in scenic locations, these older, regional couples see no need to go out for a drink when they can relax on the back veranda admiring the view with a vino in hand​.”

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