With 2022 just around the corner, let's look back at the year that was.


Winem8 had a busy 2021, and it is not slowing down in the new year.


We welcomed new users Coombe, Lloyd Brothers, Mount Pleasant Wines and many more.

We also launched a new and improved winem8 website, along with a blog. No longer miss a winem8 update by subscribing to our newsletter now!


 

Looking to invest in your DtC sales in 2022? The winem8 team can assist with providing a digital platform to do just that.




After 2020 truly changed the way we behave and think, this year saw people across the nation faced with a new set of challenges, and in true Australian fashion, we adapted.

The Australian Wine Industry was no exception and many amongst us showed resilience and innovation throughout the year.

In case you missed it, read further as winem8 reflects back on the trends that made us adapt, and that will continue to affect us in the new year.

On-premise sales continue to be affected by restrictions

With more than half of Australia in lockdown throughout 2021, in-person sales were bound to change.

According to Wine Australia's 2021 DtC report, some wineries started to recover from 2020 with cellar door sales performing strongly in 2021 as the industry adapted to the COVID environment.

As we go back to in-person sales, recent research from CGA has revealed the significant changes to behaviour in consumers.

Key takeaways include:

  • Consumers are more likely to plan their hospitality visits in detail, with an increase in reservations for both food and drinks

  • More consumers are opting to pre-purchase drink deals or food before attending venues

  • Digital menus are on the rise but consumers say they still prefer to interact with staff directly

  • More consumers are willing to invest in their local communities, with locally-focused drinks brands benefiting


A digital presence became a need not a want

One change that won't be going away anytime soon is how consumers engage with brands, and how we engage with them.

Demand did not slow down for wine, and instead increased. With the closure of many on-premise venues, consumers looked online to buy a bottle of their favourite red, white, sparking or fortified.

The 2021 Wine Australia DtC report showed that online sales increased even further than 2020, and it is likely to be the legacy of COVID.

If you haven't invested in an online channel for sales, this will be a missed opportunity for growth going forward.

Alcohol consumption is on the rise

Roy Morgan found that alcohol consumption amongst Australians is up 4%, with wine the clear winner. The number of Australians consuming wine has increased by almost 1 million, with well over 9.2 million Australians drinking wine in an average 4 weeks.

This increase in consumption has broken a 15-year trend of decline.

The highest consumption rate remains in the 50-79 age group. However, over the last year, the most growth was seen in the 25-34 and 35-49 age groups.


 

It is time to take advantage of the above trends and plan your 2022 strategy now. Want to learn how winem8 can help you?