France is the eighth largest foreign investor in Australia. There are nearly 250 subsidiaries, employing 70,000 employees. Australia has a real passion for wine consumption. This is partly due to the development of vine cultivation, and improvement of the quality of wines that are placed on the market.
The international reputation enjoyed by the French wine is based on the quality and appearance of the original and traditional product. This study will try to determine what the real strengths of French wine in the Australian markets are, and how it can be put forward to define appropriate marketing actions to the target market.
By comparison, the Australian consumer consumes 19.7 liters per year, while its neighbor New Zealand consumes only 11.39 liters and the Americans, more reasonable, drinks only 7.4 liters annually.
In contrast, wine consumption in Europe is 59 liters in France and Italy, 38 liters in Spain. In Argentina, another producer of wines of the "New World", the consumption is 41 liters per capita per year .
If one classifies the major markets in volume of consumption (outside Europe), it is the United States who topped the list with 2,022 million liters per year, and Argentina 1 000,000,000 and finally Australia and South Africa tied at 351 million.
Australia is experiencing a steady increase in consumption of wine, and has been since 1970. In 1978, consumption was 15 liters per year, then it stabilized at 17.2 in 1994 to 20 liters by the end of the last decade. If consumption is 19.7 liters per year, it has recorded an increase of 2% between 1998 and 1999.
The influence of the second wave of immigration made up of Italians, Greeks, Spaniards, for which the wine is an element of traditional culture was, from the postwar period, a key factor in the take on consumption. Add to this an aging population that is shifting to the wine.
These consumers are increasingly concerned about their health and their weight. So they prefer wine to the detriment of beer and other spirits. Eight out of ten Australians are drinking wine, preferably on outings to the pub and other opportunities or outings. Traditionally the Australian is a beer drinker and this is an Anglo-Saxon tradition.
Tags: Wine consumption; Australia; importance of wine sector
[...] Wine consumption becomes more integrated with meals, either in the restaurant, or at home. Wine is also served as an aperitif. Weekends are conducive to the consumption of wine, for this is the time when cooking is undertaken on a more leisurely scale. The tradition of the great barbecue is still very much alive. The wine is consumed not only during specific occasions, but on a regular day basis. Although the short lunch breaks are not very conducive to a leisurely glass of wine, the Anglo-Saxon tradition of clinking the glasses at the pubs during the evenings, or weekends, or after a day's work continues. [...]
[...] Much medical research has proven the benefits of moderate consumption of wine in keeping cardiovascular diseases at bay. A glass of wine a day is recommended in Australia in case of patients with a history of cardiovascular problems. Wine is also recommended in case of arterial problems, especially red wine. In a country where the cult of sport reigns and a healthy lifestyle is advocated, wine is the only alcoholic beverage recommended by medical practitioners! Especially since a recent campaign (November 1999) recommends that pregnant women consume one glass of wine (preferably red) per day. [...]
[...] Thus, the European tradition of wine accompanying the meal benefits the wine producers. Finally, note that beyond the intrinsic quality of the wine is the festive atmosphere surrounding the meal is the reputation of French wine abroad. The French wine market in Australia has benefitted exceedingly from the democratic set up of the country as it enables consumers to avail of information on supply and compare different products in terms of quality, something that was not possible about twenty years ago. [...]
[...] The influence of the second wave of immigration made of Italians, Greeks, Spaniards (post war period), for whom wine is an element of traditional culture, was a key factor in the take-off in consumption. Add to this an aging population that is gradually shifting to wine from other spirits and alcohol. These consumers are increasingly concerned about their health and their weight. So they prefer wine to the detriment of beer and other spirits. Eight out of ten Australians drink wine, preferably on outings to the pub and other dining opportunities. [...]
[...] Over the past two years, many small French restaurants have opened, offering more Mediterranean and Provencal cuisine agreeing better with the Australian way of life.These restaurants usually offer a fairly extensive wine list. Normally, wine is more likely to be sold by the glass in restaurants, food courts and pubs. A glass of wine is generally priced around five Australian dollars, slightly more than 3 euros. These glasses are very popular because they allow the patrons to accompany his meal with the wine of his choice, and change it at will. [...]
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