Despite the global pandemic negatively affecting a lot of sectors of the economy, the Australian wine industry has were able to thrive, thanks to a large degree to a surge in online sales.
The latest data implies that from 2021 to 2021 online sales of Australian wines grew by seven per cent, even as other channels of wine sales fell by three per cent. The first week of December and the week of Black Friday saw record numbers as far as online sales go, having a 42 per cent and 48 per cent respective growth in online sales around the corresponding weeks last year.
According to Ema Cregeen, founding father of Gold Emotion, an online retail business that produces 24k gold infused wine, champagne, cognac and gin, e-commerce sales in the Australian wine industry are just going to continue growing.
“As Australia, and rightly so, got its time loosening COVID restrictions and getting back on its feet post-2021, your wine and liquor industries will depend heavier on DTC sales to stay afloat,” Cregeen said.
“While direct-to-consumer sales encompass any means of selling directly to a customer, the ‘non-contact’ channels continues to have the highest growth rate as people have already become so familiar with a world of restricted contact and heavy reliance on online shopping.”
Creegen is one of the companies that have benefited from the upswing of online wine sales. One product her business launched in the middle of the Melbourne lockdown, the Pure Gold Premium Botanical Gin, sold out twice before the end of 2021.
The latest projections from IBISWorld indicate that the online sales of Australian beer, wine, and liquor is set to exceed $1.5 billion in revenue in 2021, with an expected growth rate of 15.4 percent.
“With nationally celebrated holidays coming up quick and in the first 1 / 2 of 2021, like Australia Day, Valentine's Day, Easter and even Mother's Day, I would not be surprised if we reach that $1.5 billion revenue mark earlier rather than later in the year,” Cregeen enthused.