Endeavour Group Wine Category Deep Dive 2026

CategoryDeepDive: Wine

CategoryInsightsApril2026

Acknowledgement

ofcountry

TheOutlookforWine

TheLastYear

● Continuedinnovationwhichbettermeets customerneedsanddrivesrecruitment

● Momentumshiftingtohigherpricebands awayfromcommoditypricebands&pack formats

● Backdropofmacrocostofliving pressures,softeningglobaldemandand evolvingconsumptionoccasionbehaviours

LookingAhead

● Maintainfocusonovercomingcustomer barrierstohelpoffsetvolumeheadwinds

● Winecontinuestobecentraltothe strategy:

○ Increasedemphasisoncustomervalue

○ Highbarsetforinnovation

○ Ensuringrangingfitforspace/customer

● Higherinflationarypressures&global instability

InsightsOverview

TotalLiquorTrends

Lighter Styles Value Seeking

Acrossallcategories,lighter,more sessionablestylesare drivinggrowth.

Meaningful Connections

Shiftsintoeconomicalpack sizes&ultraconvenience.

Wecontinuetomovetogroup& socialoccasionsandawayfrom at-homeeverydayoccasions.

CategoryPerformance

Wine

• SPARKLINGWINE CHAMPAGNE

NOALCOHOLWINE

ROSÉ WINE

WHITEWINE REDWINE

CASK4&5L

• FORTIFIEDWINE

Beer • MIDSTRENGTHBEER LOWCARBBEER STOUT NOALCOHOLBEER

FULLSTRENGTHBEER

CRAFTBEERAUSTRALIAN

PREMIUMBEERAUSTRALIAN

• FLAVOUREDBEER

LIQUORMINIATURES

WHISKY

LIQUEURS AGAVE GIN RUM

NORTHAMERICANWHISKY

• WORLDSPIRITS

PREMIXVODKA

PREMIXBOURBON

PREMIXOTHER

PREMIXRUM

PREMIXGIN

PREMIXSELTZER

ChangingGenerationalPreferences

GenZ

• PREMIXDRINKSVODKA

• MIDSTRENGTHBEER

• LOWCARBBEER

• PREMIUMBEERINTERNATIONAL

• PREMIXDRINKSSELTZER

• GIN

• WORLDSPIRITS

• PREBATCHCOCKTAIL

Younger Millennials

• MIDSTRENGTHBEER

• LOWCARBBEER

• PREMIXDRINKSBOURBON

• LIQUORMINIATURES

• FULLSTRENGTHBEER

• PREMIXDRINKSSELTZER

• GIN

• NORTHAMERICANWHISKY

Older Millennials

• PREMIXDRINKSVODKA

• LOWCARBBEER

• MIDSTRENGTHBEER

• WHISKY

• PREMIXDRINKSSELTZER

• GIN

• PREMIUMBEERAUSTRALIAN

• CRAFTBEERAUSTRALIAN

GenX

• LOWCARBBEER

• MIDSTRENGTHBEER

• PREMIXDRINKSVODKA

• WHISKY

• CRAFTBEERAUSTRALIAN

• GIN

• FULLSTRENGTHBEER

• WHITEWINE

Baby Boomers

• WHISKY

• LIQUEURS

• NOALCOHOLWINE

• STOUT

• FULLSTRENGTHBEER

• WHITEWINE

• PREMIUMBEERINTERNATIONAL

• REDWINE

Traditionalists

• NOALCOHOLWINE

• LIQUORMINIATURES

• PREMIXDRINKSVODKA

• PREMIXDRINKSWHISKY

•

• • WHITEWINE

• REDWINE

• WHISKY

• FULLSTRENGTHBEER

Whatʼstrendingwithcustomers

WinePerformancebyGeneration

WineShareof

AlcoholWallet

ShareofWine

CategorySales

Spritz

TopSales

Growth

Segments

PinotNoir

PinotGris/Grigio

Prosecco

Riesling

Spritz

PinotGris/Grigio

PinotNoir

Chardonnay

ZeroAlcoholWine

ChampagneNV

Spritz

Bagnum

PinotGris/Grigio

Rosé

ChampagneNV

Bagnum

Spritz

PinotGris/Grigio

PinotNoir

Bagnum

PinotGris/Grigio

ZeroAlcoholWine

Chardonnay

Rosé

ZeroAlcoholWine

Shiraz

PinotGris/Grigio

Prosecco

Bagnum

WineSub-CategoryPreferences

Sub-Categories Segments

Growing Category Share

SparklingWine

Champagne

Bagnum

NoAlcoholWine

Rosé

LighterinAlcoholWine

to10%ABV)

• PINOTNOIR

• CABERNET

SAUVIGNON BLENDS

• SANGIOVESE

• PINOTGRIS/GRIGIO

• CHARDONNAY

• RIESLING

• OTHERVARIETALS

• SPRITZ

• CHAMPAGNE-NON VINTAGE

• CANS

• PICCOLO

• CHAMPAGNEVINTAGE

• PROSECCO

WhiteWine

RedWine

Red White

• SHIRAZBLENDS

• SAUVIGNONBLANC

Declining Category Share Red White Bubbles Rest

CaskWine4&5L

Fortified

• BAGNUMS

• NOALCOHOLWINE

• ROSÉSTILL

• MERLOT

• TEMPRANILLO

• CABERNET

SAUVIGNON

• SAUVIGNONBLANC &SÉMILLON BLENDS

• OTHERWHITE BLENDS

Bubbles Rest

• SPARKLINGNON VINTAGE

• SPARKLINGSWEET, MOSCATO&FRUIT

• SPARKLINGROSÉ

• SPARKLING VINTAGE

• CASKWINE4&5L

• CASKWINE2L

• SHERRY&APERA

• PORT&TAWNY

Note:Shiraz,Moscatoflat

MomentuminPremiumandAustralianWine

PriceBandSalesGrowth%

CountryofOriginShareChange

ExcludingChampagne)

WineTrends

Flavourful &Vibrant

Customersseekingflavouredoffers orwinesthatherorich,flavourful notes.

Momentuminlightertastingliquids suchasPinotG,Prosecco,Pinot Noir,RoséaswellasLighterin Alcohol&Zero%.

Growthfromnon-traditionalformats, suchasBagnumsandSingleServe.

$25+pricebandsgainingshareas customersprioritisequality.

Flavourful& Vibrant

FlavouredvsFlavourfulWine

FlavourfulWine Who FlavouredWine

Retention:GenX,BabyBoomers

HeroinherentWineflavournotes

Createsegmentwithconsistentcolourandon packcallouts

Knownflavourssupportsafediscoveryand deependsegmentengagement

Successfullyre-engageslapsedconsumers

⇨ IdentifyandamplifyWineattributesacrossa range

⇨ Alignonpacksemiotics(colours, descriptorsetc)createsgreatercutthrough

Recruitment:GenZ,Millennials

Addedflavour

Mustbedelicious

Universallyunderstoodflavoursovercome tasteconfidencebarriers

FlavourstakeWineintoup-tempo,social occasions,relevantforournextgeneration

⇨ Continuallyfillflavourpipeline

⇨ Evolvetoremainculturallyrelevant

⇨ Stretchtheopportunitybytargetingnew consumercohorts,occasionsorliquid profiles

FlavouredWineSegmentPerformance

AlmosthalfofallsalesareLemon; highlightinganeedtoevolveinnovation beyondthisflavourtoachieve sustainablegrowth.

InnovationSpotlight:Flavoured

Whattoconsider:FlavouredWine

Balanceacore rangewith continuousnew news.Shorter productlifecycles

Constant investmentin pipelineof innovation

Singleminded pointofdifference thathasbroad appeal

Engageearlywith EDGteamon opportunities

Worktogetherto amplifyacross multipletouch pointsalongP2P

Lighter Varietals

& Styles

OccasionTrendsandVarietalRelevance

TotalAlcohol|SharebyOccasion

WineOccasionSkew|ByVarietal/Style

ReducedAlcoholWineOpportunity

BabyBoomers,Traditionalists

YoungerMillennials

Why

Momentum

What Opportunity

SkewstowardsWhite,RoséandSparkling KnownWinebrandsgiveconsumersconfidence

Tosupportlifestylechoicesorspecificoccasion reason(egdriving)

ChildbearingyearsdriveYoungerMillennialschoice

Skewstowardscelebratory/socialoccasions, particularlyforyoungergenerations

Recentsalesboostduetosupermarketrange rationalisation

⇨ Maintainrangesize

⇨ ConsideroffersthattakeZeroWineintonew occasionsortargetednewcustomercohorts

BabyBoomers,female

Frequentpurchaser,budget/mainstreamaffluence

SkewstowardsWhiteWineparticularlySauvBlanc KnownWinebrandsgiveconsumersconfidence

Enjoymentwithouttastecompromise

Lowercalorieclaimsfeatureonseveraltopselling products

Lightertastingflavourprofile

Continuedsteadygrowth,offsmallsalesbase

⇨ Focusonpotentialnewcustomeroccasions

⇨ Evolverangewithtechnological/flavour improvements

Format Exploration

SingleServeFormatPerformance

Trajectory

InnovationSpotlight:PocoVino

✔ Clearcustomertarget

✔ Disruptive&aspirationalpackaging

✔ In-storeplacement&shelfready display

✔ Pricepoint&Multi-buystrategy

✔ Distinctivepropositionmeetingnew occasionneeds

✔ Earlyengagement&collaboration withEDGteam

✔ StronguptakeamongstLighter, YoungerFemaleshoppers-an importantrecruitmentdemographic

✔ Highcustomertrial

✔ Averageunitsperbasketsis2

✔ Unlockedwinerelevanceinnew occasions

✔ TableWineexpansion,withSingle Servepreviously>80%Bubbles

WhattoConsider:SingleServe

Clearbarrierto overcomeornew occasionforWine Disruptionalong pathtopurchase forincrementality

Innovationof liquid+packaging type

Parentbrandor brandcredibility/ familiarity

Premium Wine

AustralianRegionGrowth$25

TopAustralianRegionsGrowingShare

Wine

TASMANIA

YARRAVALLEY

BAROSSAVALLEY

MORNINGTONPENINSULA

EDENVALLEY

CANBERRADISTRICT

TopAustralianRegionsDecliningShare

Wine

MCLARENVALE

MARGARETRIVER

COONAWARRA

ADELAIDEHILLS

CLAREVALLEY

GREATSOUTHERN

Meetingdiversecustomerneeds

Customerneedsdifferacrossournetworkandwewillremainfocusedondeliveringtheoptimalshopperexperience

Top10ProductsbyUnitSales(excl.Champagne)

DanMurphyʼs

HighSEIFA WA

DanMurphyʼs HighSEIFA

Reviewing product duplication

Higher bar set for accepting NPD

Firm focus on making the core work hard

WhattoConsider:PremiumWine

Authenticbrands fromauthentic regions Focusoncorearea catchment/ demographic

Clarityon customertarget& pointof difference

Buildbrand awarenessthrough storytelling

WineStrategy

WhatʼsWorking&WhatʼsChallenged

WhatʼsWorking WhatʼsChallenged

Innovativeformatsthatcaptureattention,providenew benefits&takeWineinnewoccasions

Flavouredofferingswithnewtasteexperiences,that evolvewithconsumertastes,tokeepsegmentrelevant

Simplefrontofpack‘heroʼflavourdescriptorcoupled withconsistentsemioticse.g.‘Butteryʼ

Lighter,refreshing&vibrantproductsthatmeetthe emotiveneedsofsocialoccasions

PremiumisationwithWines$25+gainingshares

Consumptionoccasionshiftsarefavouringother categories,withWineheartlandoccasionsdeclining

Winetripsreducingacrossmostgenerations

MillennialsagingintoWineslowerthanexpected, increasingspendallocatedtoPremix

WinepenetrationdecliningamongstGenzandMillennial males,creatingheadwindsforfuturecategorydemand

SauvignonBlancsalesarechallenged,drivenbyolder corecustomers

WineJobstoBeDoneF27

GrowthFrontiers

InspiretheCore

Inspireoccasionsandgrow keymissionsforourCore Winecustomers

HeroFlavour

Herodeliciousflavours: Meetingthetastesofthe NextGenandre-engaging CoreCustomers

FineWineMecca

DeliverabestinmarketFine Winediscoveryexperiencethat inspiresengagedWineloversof allages

BuildBasketswith SingleServe

Theflexibilitytodiscover winesthatalignto customerslifestyles& occasions

MaintainMomentum

DriveBagnum Awareness

Expandtheloveforthis innovativeformat

Makeiteasyfor MilZ

EnsureWineisaneasy choicetoenhanceMilZ socialoccasions

WineGifting

365

ContinuetopositionWine asaneasyanddesirable gift,yearround

InspiretheCore

Inspireoccasionsand growkeymissionsfor ourCoreWine customers.

Customer Challenge

CorecustomersarethegreatestcontributortoWineCategory decline

Inspiringnewoccasionswithincontextofmacrooccasionloss

Highpricesensitivitywithinahighlyplannedpurchase

WhatWe Know

ConsumersaredroppingWithFoodandWindDownoccasions, disproportionatelyimpactingWine

Bigbasket“StockUpsˮmakeup1/3ofGenXand1/2ofBBWine trips

Theyprioritise“savingmoneyˮ,“gettingitdonequicklyˮand “gettingspecificproduct/brandˮ

WhatNext

Generationallyrelevantcommsandtouchpoints

StrengthenmentalconnectionbetweenWineandheartlandWine consumptionoccasions

Buildawarenessofexistingeventse.g.LunarNY,whileseedingnew consumptionevents

Maintainbestinmarketproductrangetoretainmoderators

HeroFlavour

Herodeliciousflavours: Meetingthetastesofthe NextGenand re-engagingCore Customers.

Customer Challenge

Winefacestaste&relevancebarrierswithyoungergenerations

FlavourdistinctionwithinvarietalsintraditionalWineisnot immediatelyobvious

WhatWe Know

Sweeter, flavouredWinestyleshelpGenZovercomeperceived tasteandoccasionbarriers

Disruptiveandvibrantpackagingiskeytosuccessinnon-foodand mid-temposocialoccasions,attractingyoungerdemographics

ExpansionofflavouredWinesintonewbrands&varietals,alongside continuousrangeevolution&boldmarketingeffortsoutsideof Wineaisle

WhatNext

Innovationbeyondlemon/citrus

Retainattentionbyprovidingcontinuousnewnews

Singleservesynergy

IdentifyflavourdescriptorstoherointraditionalWinevarietals

FineWineMecca

Deliverabestinmarket

FineWinediscovery experiencethatinspires engagedWineloversof allages.

Customer Challenge

HighengagementWinecustomersseekuniqueexperiences, prioritiseaccessandinteractwithavarietyofretailersandchannels

Changingconsumerbehavioursischallenginghowourrange in-storeandonlineisdeliveringthebestcustomerexperience

WhatWe Know

FineWinecustomersaregravitatingtoregionallyrelevantvarietals andGIʼs

Qualityoverquantity:Volumecontinuestosoften,while25price segmentsgrow

Youngerdemographicsareseekingdeeperengagementand educationtonavigatetheFineWinelandscape

WhatNext

Provideourhighlyengagedcustomersaccesstounique opportunitiesandeventstodiscoverandexperienceourpremium wine

Continuingtoevolvethepremiumrangetoensurerelevance,witha focusonourhighestWinemixstores

EvolvingandharnessingthestrengthofTheCellarstorenetwork

MaintainMomentum

BuildBaskets withSingleServe DriveBagnum Awareness

Theflexibilitytodiscoverwines thataligntocustomerslifestyles &occasions.

⇨ Overcomebarriers

⇨ Newconsumption occasions

Driveawarenessofthis innovativeformat,removing consumptionbarriersformore customers.

MakeIt EasyforMilZ

EnsureWineisaneasychoiceto enhanceMilZsocialoccasions.

WineGifting365

ContinuetopositionWineasan easyanddesirablegift,year round.

Inspiremore Wineoccasions Summary

Innovateboldlythrough flavour&format

Embracegenerational differences

Facilitatepremium engagement

Thankyou