Competitive Landscape
Vinarchy Consolidates Scale as Premiumisation Divides Value Creation
Wine in Australia remains moderately concentrated, with the top two companies holding a combined total volume share of 42% in 2025. Treasury Wine Estates leads with a 22% share, maintaining its advantage through a luxury-led portfolio and disciplined pricing, particularly anchored by Penfolds.
Premium Moderation and Authenticity Reshape Demand and Innovation
Innovation in 2025 is defined by a structural shift toward premium moderation and trust-led propositions, rather than volume-driven launches or mid-tier price competition. Notably, Petaluma’s December 2025 launch of Lumos represents a step change, extending a premium heritage brand into lower-alcohol wine at a full premium price point of AUD24.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Wine industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wine industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Wine in Australia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Wine in Australia?
- Where is consumer demand for Wine focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Australia?
- How are products distributed in Australia?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Wine in Australia - Category analysis
Key Data Insights
Wine Summary
Penfolds Strengthens Premium Positioning as Value Rises Faster Than Volume
Still Light Grape Wine Maintains Volume Leadership as Non Alcoholic Wine Accelerates
Australian Vintage Reconfigures Formats to Adapt to Shifting Consumption Occasions
Producers Diversify Portfolios as Moderation Reshapes Drinking Occasions
Non Alcoholic Wine to Expand Rapidly as Health Trends Gain Ground
Vinarchy Consolidates Scale as Premiumisation Divides Value Creation
Premium Moderation and Authenticity Reshape Demand and Innovation
Endeavour Group and Coles Shape Specialist Retail Power Dynamics
E-Commerce Accelerates Premium Discovery and Intensifies Price Competition
Jacob’S Creek Leverages Sporting Partnership to Expand Consumption Occasions
Treasury Wine Estates and Petaluma Embed Moderation with Scalable Innovation
Alcoholic Drinks in Australia - Industry Overview
2025 Developments
Key Data Insights
Polarised Consumer Behaviour Creates a Divide between Premium and Value Shoppers
Beer Defends Volume Leadership as Non-Alcoholic Rtds Deliver Standout Growth
Treasury Wine Estates and Partners Transform Moderation into a Core Value Driver
Lyre’S and Treasury Wine Estates Reposition No/Low-Alcohol as a Growth Driver
Coles Liquorland and Penfolds Shape a Polarised Value Landscape
Excise Indexation Freeze on Draught Beer Reshapes On-Premise Dynamics
Vinarchy and Suntory Drive Consolidation as Nolo Innovation Reshapes Competition
Endeavour and Coles Shape Specialist Retail Dominance through Structural Regulation
Coles, Aldi and Jacob’S Creek Redefine Retail through Tiered Formats and Collaborations
Coles Deepens E-Commerce Influence through Rapid Delivery and Premium Engagement
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Country Reports Disclaimer
The following categories and subcategories are included:
Wine
-
- Port
- Sherry
- Vermouth
- Other Fortified Wine
-
- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
-
- Champagne
- Other Sparkling Wine
-
- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
Wine
This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders.
- Track key industry trends, opportunities and threats.
- Inform your marketing, brand, strategy and market development, sales and supply functions.
This report originates from Passport, our Wine research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!