New figures show cask wine is decreasing in popularity
Wine is proving to be a beverage of declining popularity in Australia, as shown in recent research from Roy Morgan research.
Only 45 per cent of Australians drink wine of any kind in an average month, a drop of 5 per cent from 2007 figures. Cask wine is suffering in particular, with the portion of Australians who consume it in an average four-week period dropping from 35 per cent in 2007 to 16 per cent in 2015.
The concept of storing and serving wine from a box was first invented in South Australia, according to Roy Morgan, so it is not surprising that this region is most likely to consume cask wine, with 18 per cent drinking it on an average four-week basis. The region where cask wine was least popular was in Victoria, with only 14 per cent consuming this type of wine.
As well as regional differences, there seems to be a gender divide when it comes to cask wine. In an average four-week period, 18 per cent of men drank wine from a box compared to 14 per cent of women.
“It seems cask wine’s glory days could be over, as there has been a substantial decline in the number of Aussies drinking it over the last few years,” said Andrew Price, General Manager of Consumer Products at Roy Morgan Research.
“Whether this downward trend is simply a symptom of the more widespread decrease in wine-drinking in Australia, or the result of competition from a myriad of cheap bottled wines now available, is hard to know.”
For businesses in the wine industry, it may be time to consider moving away from producing and/or selling cask wine. While the overall consumption of wine is decreasing, opportunities still exist to sell bottled wine, as a separate Roy Morgan survey last year found that 55 per cent of Australian wine drinkers enjoyed doing so at home.