65% OF AMERICANS WANT TO TRY WINE FROM “DOWN UNDER” OVER ANY OTHER COUNTRY

Led in a survey by Australian winemaker McWilliam’s Wine, 1,100 U.S. consumers answered questions concerning the Australian wine industry. Over half of the respondents reported they drink more wine than beer (52%) although half said they have never tried wine from Australia, also 52%. Out of the survey participants, 86% said they didn’t realize Australia had a longer winemaking history than the U.S., and when asked what comes to mind when Australia is mentioned, 61% chose “a category of wine emerging in popularity in the U.S.” McWilliam’s pointed out that consumers’ unfamiliarity with Australian wine is particularly hurtful to the industry since 70% of “frequent wine-drinkers” feel that knowing a wine’s history makes the experience more enjoyable. Sitting outside on a porch or veranda is considered the perfect location to drink wine by 57% of the responders, and 66% think taste is the single most important thing in choosing a wine.