Media coverage
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Media coverage
Title Why hasn't organic wine taken off in Australia? Degree of recognition National Media name/outlet The Lighthouse Media type Web Country/Territory Australia Date 26/09/22 Description Wine-loving Australians are sceptical about organic wine, with most being prepared to pay only a small or no premium to drink it, analysis of an international study reveals.
But there are ways and means to encourage Australians to drink more organic wine, says a Macquarie University researcher.
Dr Rezwanul Rana is a teetotal health economist. But when a colleague asked him to do some statistical analysis on data collected in 2019-2020 from around 2500 wine drinkers in Australia, Chile, France, Italy, the Netherlands, South Africa and the United States, he was intrigued.
Portrait of an organic wine drinker
Like organic food, organic wine is relatively expensive to produce. So, the survey’s primary focus was on how much of a premium consumers would pay for it.
“A little under half of those surveyed said they would only pay US$1-$5 more for a bottle of wine that was organic,” Dr Rana says. “If they are willing to buy it at all, most consumers in all the countries surveyed would only pay slightly more for organic wine.”
It wasn’t older wine drinkers, presumably more affluent and health conscious than their younger counterparts, who were willing to pay extra for wine grown without chemical fertilisers, pesticides, fungicides and herbicides and free from sulfur dioxide-based preservatives.Producer/Author Nigel Bowen URL https://lighthouse.mq.edu.au/article/august-2022/why-hasnt-organic-wine-taken-off-in-australia Persons Rezwanul Rana Title Analysis: hipsters key to unlocking organic wine sales Degree of recognition National Media name/outlet The Shout Media type Web Country/Territory Australia Date 23/09/22 Description Organic wine continues to struggle to gain traction amongst Australian drinkers, with many refusing to pay the premiums demanded by the category, according to a report from Macquarie University (MU).
The research found that while few drinkers are willing to pay above average prices for organic wines, there are steps that retailers and the industry at large can put in place to entice consumers to the category.
Dr Rezwanul Rana, health economist at MU’s Centre for the Health Economy, undertook statistical analysis of data gathered from 2500 wine drinkers in key markets between 2019 and 2020. These included three ‘old world regions’ of France, Italy and the Netherlands, and four ‘new world regions’ – Australia, Chile, South Africa and the US.
Like most organic products, organic wines are more expensive to produce than their mainstream counterparts. Organic wine is better for drinkers, and better for the environment, according to Rana.
However, Rana’s research found that “a little under half of those surveyed said they would only pay US$1-5 more for a bottle of wine that was organic.”
This was “if they are willing to buy it at all, most consumers in all countries said they would only pay slightly more for organic wine,” Rana says.
In particular, Rana found that older drinkers were more likely to be wary of organic wines.Producer/Author Seamus May URL https://theshout.com.au/analysis-hipsters-key-to-unlocking-organic-wine-sales/?mkt_tok=NjgxLVBOSi00MzIAAAGHPwi_ExDiZcu2S5lf-Sm4cLcwocFWguie0i8feZ8dMIXTzF0RJ-_p5uEKQmi1_iaI6gYCLbAu56rIgttxYI8XHL22GWW8wZtG6kH-mYPC01lD4H0 Persons Rezwanul Rana