The fact that various lockdown measures were in place in 2021 supported continued demand for wine through off-trade channels, including the largest segment, still light grape wine. Greater amounts of time spent at home than under normal circumstances and restrictions on the operations of foodservice outlets led to higher levels of at-home consumption of wine.
With home seclusion and lockdown restrictions in place, consumers opted to purchase still light grape wine through e-commerce channels and drink it at home. This resulted in brands such as Lindeman’s and Jacob’s Creek increasing sales, with many consumers seeing these brands as offering a good taste at affordable prices.
Sparkling wine saw total volumes continue to fall in 2021, with both off-trade and on-trade sales declining for a second consecutive year. Restrictions implemented in 2021 saw on-trade sparkling wine sales declining, with the closure of pubs, restaurants and clubs.
Wine is expected to see steady growth over the forecast period as restrictions are eased and social and economic activity returns to normal, with volume sales returning to pre-pandemic levels by 2024. The category will be supported by the strengthening lifestyle trend of wine drinking and increasing product availability.
The new consumption patterns that arose as a result of the markedly changed conditions of the COVID-19 crisis, are expected to persist during the forecast period, with many consumers looking to purchase wine for consumption at home from online retailers such as Vyne, Wine Talk and unWined KL. While the consumer base for such e-commerce platforms was significantly expanded by the particular conditions prevailing during the pandemic, these retailers are expected to retain consumers because they provide convenience and a wider range of products than are available through other off-trade channels.
Over the forecast period, wine may be challenged by strong competition from beer, which is actively promoted by major alcoholic drinks players such as Carlsberg and Heineken. This competition acted as a constraint on the growth of wine before the pandemic and will continue to pose a challenge to wine manufacturers.
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This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).See All of Our Definitions
This report originates from Passport, our Wine research and analysis database.
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