New research by Wine Intelligence into the packaging of wine in the Australian market shows a significant increase in awareness among Australian wine consumers of alternative types of wine such as cans. But increased awareness does not necessarily translate into increased levels of purchase.
In the case of canned wine, for example, awareness has increased significantly over the past three years, but conversion of purchase rates among this population has actually declined. The main barrier to purchasing alternative packaging formats is the long-standing habitual choice of standard glass bottles. In Australia, glass bottles are even more dominant than in other mature markets.
For canned wine, awareness is actually much higher among consumers in the 40-55 age group than among younger millennials. Although their awareness of alternative wine packaging formats is generally lower, once younger drinkers are aware, their purchases will be higher.
Not only in Australia, but also in the global consumer market, there is a lot of room for improvement in the acceptability of alternative packaging.