Wine Australia announces online wine research project

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Published on Monday, 25 February 2013 09:46

Written by Carol Emmas

Wine Australia has announced a new research project into the UK online wine market in a bid to identify new opportunities for Australian wine producers to grow their business in this channel.

Lead by The Wilson Drinks Report (WDR), the project will look at the online market from both a retailer and consumer perspective,combining both analysis of the UK online market with WDR consumer research.

There will also be a programme of focus groups, led by Axis Management Consulting, covering key consumer segments who buy wine online.

The research project will be primarily funded by the Grape and Wine Research and Development Corporation ("GWRDC") as part of its research investment programme to help enhance the profitability, competitiveness and sustainability of the Australian wine industry.

Yvonne May, UK, Ireland and Europe regional director, said: "Even though the UK online market appears to be one of the best growth opportunities for Australian producers, there are few reliable and robust insights about how consumers buy wine online. This project will give us the chance to take the lead in helping our producers work with online retailers to build profitable growth."

Tim Wilson, managing director of the Wilson Drinks Report, said a tipping point had been reached to make online shopping the norm. "Australian wine is a perfect product to sell online, as it is reasonably high value and there is a strong story to tell about the wide variety of styles and price points. Our objective is to pinpoint the best opportunities for Australian producers."