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Wine market in Australia
General information
The structure of domestic wine consumption in Australia significantly differs from the country’s export image. While around 40% of Australian wine placements both in the US and the UK correspond to a varietally named Shiraz, in Australia it is only 20% of domestic wines in restaurant placements. The overall proportion of varietally labeled wines in the Australian on-premise market is significantly lower than among Australian wines abroad. On the other hand, while Australian Pinot Noirs are not very famous both in the US and the UK (around 3% of placements in both countries), Australians are rightfully fond of their Pinot Noirs (9% of placements among domestically produced wines).
A significant number of Charmat-method sparkling wines made from Glera grapes are sold domestically as Australian Prosecco (8% of all sparkling wine placements and 15% of by-the-glass placements). Australians insist that Prosecco historically was the name of a grape variety, not an appellation. These wines, however, are sold in the domestic market only. Conversely, Tasmanian sparkling wines account for a massive 38% of Australian sparkling wine placements in the US, while in Australia they represent a modest 6% share of domestic sparkling wine placements.
Although 84% by volume of wine sold in Australia is produced domestically[4], it is 50% of on-premise placements that are Australian wines.
Around 60% of Australian wine production is exported.[5] As in the US, baby boomers drink significantly more wine than millennials and Gen Z, and people with more affluence tend to drink more wine.[6] Much like in the US, the industry in Australia faces oversupply, especially among big bold reds and high-volume commercial wines.[7]
In off-premise, imported wines can compare with domestic wines in volume only in the range AU$15.00-19.99. According to Wine Australia, there is more imported wine sold in this narrow segment than either below or above this range.
Compiled and checked by Ilya Zabolotnov
Quick facts
| Total size by volume: | 703 mln bottles (527 mln liters) in 2024[1] |
| Consumption per capita per annum: | 32.7 bottles (24.5 l) in 2024[2] |
| On-premise share: | 19% by volume in 2023 |
| Direct-to-customer share (online and offline): | 10% by volume |
| Online share (DTC not included): | 10% by volume[3] |
On-premise data
References
- “Australian Wine Industry Faces Existential Crisis From Oversupply | Meininger’s International,” December 18, 2025, [open in a new window]. ↑
- Chris Mercer, “Which Countries Drink the Most Wine?,” Wine News, Decanter, May 9, 2025, [open in a new window]. ↑
- Australian Wine Market Insights Report (Wine Australia, 2025), [open in a new window]. ↑
- “Australian Wine Sector at a Glance,” accessed January 31, 2026, [open in a new window]. ↑
- “Market Insights – Australia,” accessed January 30, 2026, [open in a new window]. ↑
- State of the Grapes. A Special Edition of Distilled (Endeavour Group, 2025). ↑
- “Australian Wine Industry Faces Existential Crisis From Oversupply | Meininger’s International.” ↑