WINE CATEGORY ON-PREMISE RESEARCH REPORT

Data from several sources indicates that wine consumption is declining significantly in the Australian on-premise channel. In response, Wine Australia commissioned Square Holes to undertake research to better understand the evolving role of wine in this channel. The objectives of the study were to explore consumption behaviours, on-premise motivations, consumption barriers, decision drivers and attribute preferences across demographics, sub-channels and occasions.

The findings highlighted a cultural shift in behaviours. Alcohol consumption is becoming more intentional, with wine most aligned with food centric or special social occasions. Younger consumers are value-driven, cautious and drawn to experiences that feel purposeful.

Barriers such as price sensitivity, complex wine lists and limited staff support are all deterring engagement with wine on-premise, especially in casual or high tempo venues where cocktails and RTDs often dominate. While wine remains a strong option in formal settings and curated venues, its relevance diminishes in pubs, cafes and nightclubs where the social signals and overall experience are less aligned.

Download the ‘Wine Category On-Premise Research Report (Published on 15 July 2025) here >>> Wine Category On-premise Research Report | Wine Australia