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Young drinkers more likely to experiment with fizz and fusion drinks

Published:  15 April, 2019

Younger Australians are more experimental when it comes to sparkling wine than older drinkers, according to the latest report on the Australian sparkling wine market by Wine Intelligence.

It found a “significantly higher proportion of consumers aged 34 and under” who said they like to try new and different styles of sparkling wine regularly. It also found they are more likely to have strong interest in sparkling wine, with a "higher proportion of Australian sparkling wine drinkers aged 25-34 being significantly more likely to consume Champagne and New Zealand sparkling wine compared with other drinkers".

One retailer said the “younger generations of consumers have a very different way of approaching the sparkling wine category. They are more experimental and a little bit more intuitively diverse, which I believe is driven by the satisfaction that goes along with discovery and new cool things”.

Wine Intelligence also found that sparkling wine from Australia “dominates awareness and consumption, having the highest conversion levels”, while Australian Prosecco, sparkling wine from Australia and sparkling wine from New Zealand are all considered best value for money.

One sommelier told Wine Intelligence “there has been a change, with probably a little more confidence in Australian sparkling wine. I think to date the quality hasn't been there but as of the last year or so, the quality is starting to hit better heights".

Sparkling wines from France and Italy are driving the overall consumption growth in imported sparkling wines, and the higher price points of these imported sparkling wines is also increasing the category price per bottle in the short- and long-term.

However, fusion beverages have yet to gain traction as fusion beverage awareness and purchase is relatively low amongst all alcohol consumers in Australia, with consumers who have not purchased fusion beverages saying the greatest barrier to purchase is a lack of product appeal.

Though the report also found that compared with all alcohol consumers in Australia, Australian millennials are “much more likely to be aware of, purchase, consider and feel affinity for fusion beverages due to their open-minded attitudes towards the category”.