Report

Australian wine industry cellar door research study 2013

Johan Bruwer, Larry Lockshin, Anthony Saliba, Martin Hirche

Australian Grape and Wine Authority (AGWA) | Published : 2014

Abstract

The overall purpose of this research project isto develop a better understanding of wine consumers’ purchase and consumption patterns before, during, and as a direct consequence of their visits to wineries, with the cellar door being the hub of their experience. This research report is the first of two reports as the research project is of a longitudinal nature. More specifically the project’s objectives are to determine: - Who the cellar door visitors are (socio-demographics), their wine consumption metrics, and relationship with the winery and region. - The nature and extent of the cellar door visitors’ buying behaviour at the cellar door and the likelihood of them buying the brand in fut..

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University of Melbourne Researchers