Recent data from the IWSR Australian Wine Landscapes Report (2024) reveals a significant shift in the domestic wine market, marked by a shrinking base of regular wine drinkers. This trend highlights the urgent need to attract new consumers while encouraging existing drinkers to choose Australian wine more frequently.
The report identifies a promising opportunity to engage younger demographics—particularly Gen Z and Millennials—who display adventurous tastes, social engagement, and higher spending patterns across both on- and off-premise channels. These consumers show strong interest in learning about wine, offering a critical avenue for growth.
In response, Wine Australia has unveiled its new national campaign, ‘We Make a Wine for That,’ which aims to position Australian wine as the preferred beverage for a diverse range of everyday occasions. The initiative seeks to make wine more approachable and relevant, especially for trade outlets, by showcasing its suitability for various social moments.
Featuring more than 100 grape varieties cultivated across 65 wine regions, the campaign emphasizes the quality and diversity inherent in Australian wine, assuring consumers they can find the perfect bottle for any occasion.
Paul Turale, General Manager Marketing at Wine Australia, explains, “This campaign is built around connection—celebrating relationships and moments that matter. We want shoppers to feel confident that there truly is an Australian wine to suit every occasion.”
The campaign also aims to reclaim market share from imported wines and competing alcohol categories by offering an effective and cost-efficient way to boost domestic sales and attract new wine consumers.
Addressing Global and Domestic Challenges
Turale notes that global wine consumption is declining, partly due to disengaged consumers exiting the category and increased competition from other alcoholic and non-alcoholic drinks. The campaign’s goal is to encourage adults with some familiarity with wine to choose Australian varieties more often, driving sector-wide growth.
“From beloved classics to innovative new styles reflecting modern Australia, there is always something fresh to discover in Australian wine,” Turale adds.
To maximize impact, Turale calls for unified industry collaboration, urging stakeholders to meet consumers where they are with consistent messaging throughout the buying journey.
Supporting Trade and Retail
Wine Australia plans to support retailers, wineries, and hospitality venues with a free marketing toolkit launching in June. This resource will include templates, assets, and messaging to help activate the campaign across all customer touchpoints.
With the consumer phase set to begin in August, Wine Australia encourages trade partners to integrate the campaign with existing category activities, enhancing visibility and share of voice in an increasingly competitive market.
The campaign offers flexible engagement options—social media, catalogues, in-store promotions, tastings, PR, and events—allowing partners to maintain their unique branding while reinforcing the core message.
Wine Australia will also promote campaign-related events on its official website, alongside an umbrella media and digital campaign to expand reach.
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