Cask wine sales falling, imports increasing

When it comes to wine, Australians are opting for bottle rather than cask - but less money is making its way into Australian wine producers’ pockets.

While total wine sales for Q4 2012 fell compared with 2011, sales of bottled white wine rose by 1.2% and red wine by 9.1%. In contrast, sales of lower-priced soft packs decreased by 17%.

“Cask sales have been falling for a number of years as consumers have shown an increasing preference for bottled wine, reflecting greater wine knowledge and interest,” said Paul Evans, Chief Executive of the Winemakers’ Federation of Australia.

Despite Australian drinkers spending more on their wine, they’re increasingly passing over Australian products for imports. Australian Bureau of Statistics figures show that sales of imported wine are on the rise, increasing 5.2% by volume and 14.4% by value in the last three months of 2012.

“That’s a smaller increase than in 2011 but still a significant one because each imported wine sold takes money from the pockets of Australian winemakers and grape growers,” Evans said.

Evans said the strong dollar is hurting the industry as it makes imported wine cheaper in Australia, but Australian wine more expensive overseas. He urged Australian consumers to opt for Australian wine over imported.

“Wine drinkers like to try new things and that’s one of the great attractions of wine, but with the diversity of styles being made at every price point in Australia, you really can taste the world of wine while buying local.”