Younger wine consumers more comfortable with alternative size formats, compared to older consumers

By Rachel Arthur contact

- Last updated on GMT

pic:getty/stanovicigor
pic:getty/stanovicigor
Younger wine drinkers in Australia are more comfortable with buying wine in alternative sizes compared to their older counterparts, making them more open to options such as 1.5 litre formats, half-bottles or cans, according to Wine Intelligence.

However, this cohort (aged under 35) still prefers standard sized wine bottles over other formats, and continue to report reservations about cans and casks.  

In Australia, 1.5 litre bottles are used for party gifting and rose wine, particular premium options. Smaller formats are important in the sparkling wine category.

Earlier this year supermarket Woolworth launched wine in a 250ml aluminium can, via its Endeavour Drinks Group liquor division, representing the first time a major retailer has backed such a launch in the country, according to Wine Intelligence.  

Rodney Sammut, country manager for Australia and New Zealand, Wine Intelligence, says this shows that there are continued packaging innovation opportunities for wine.

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,”​ he said.

“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.”

However, the 750ml glass bottle remains the pack format of choice among regular wine drinkers, with more than 80% purchasing this format over the last three months, according to the Wine Packaging Formats and Closures in the Australian Market 2018 report.

Related topics: Markets, Beer, Wine, Spirits, Cider

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