MARKET SEGMENTATION
The market for wine consists of any person over the age of eighteen that has access to liquor stores, supermarkets and cellars. The competitors consist of other wine makers, other forms of alcohol including beer and spirits, on-line purchases, other beverages including soft-drinks, tea, coffee and energy drinks.
DEMOGRAPHIC
Traditionally research has noted wine as being “old, established and sophisticated” with current market evaluation demonstrating that the 50-64 year old market are the largest wine consumers in Australia (Howells, 2005). This being the case the target market would better aimed at the 25-34 year olds as they are the ageing population of tomorrow.
A study found that wine is seen as a sophisticated product and the purchase and consumption of wine determines the level of sophistication. Ordinarily the level of sophistication varies with socio-economic status, therefore higher the status, the greater the level of sophistication (Howells, 2005). These observations provide a trend that the 25-24 age group might become future wine consumers, however, this is not certain and the primary objective is to capture their minds.
GEOGRAPHIC
The average wine consumption in Australia has increased since 1997 to 22.5 litres per person a year with decreases in beer consumption per person (Roy Morgan Research, 2004). Within Australia wine sales have grown steadily over the past ten years by up to 4% a year. Australians consumed about 430 million litres of wine with a wholesale value of $A1.9 billion in 2005/2006. Research (Roy Morgan Research, 2004). has shown that 55% of Australians (over the legal age) drink wine holding the highest per drinker consumption of wine compared the ...