Aussie Wine Glut a Myth

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"Talk of a wine glut impacting on sales of Australian wine is a myth," says Wayne Moore, CEO of AussieWinesOnline.com, an independent online wine retailer who offers home delivery of Australian wines, direct to US customers. "We have seen continued growth of customers in the United States buying substantial volumes of our Australian wines, across all pricing segments and varieties."

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The smart thing for larger wine wholesalers to do, is pick a handful of the wine labels they want to develop or grow and offer them through specialty retailers to make the buying decision easier. When there is an oversupply it will be the only way to protect brand integrity and maintain margins.

Boutique wineries and specialty retailers like AussieWinesOnline are experiencing increasing growth, as consumers become more savvy and selective with their choice of Australian wine and how they buy it.

Moore says, "What we are seeing is a shift away from the mass store model where product selection is overwhelming the consumer. Rather than enabling choice, the typical wine store is an intimidating place for the average customer. Retail methods like ours offer a hand selected, great quality range across various price points. We provide consumers with enough variety and the information for them to make an easy buying decision. As they become more confident in their ability to make good wine selections, we see our customers move into more developed wine types."

Backing up Moore's thinking, a recent book 'The Paradox of Choice' by Barry Schwartz details the challenge for US consumers. More selection means harder decision making and that means no decisions being made. Too many offerings actually impede growth.

Moore suggests the larger wine wholesalers need to get smarter about their go-to-market model. "The smart thing for larger wine wholesalers to do, is pick a handful of the wine labels they want to develop or grow and offer them through specialty retailers to make the buying decision easier. When there is an oversupply it will be the only way to protect brand integrity and maintain margins."

While the Australian Wine Industry is saying there is an oversupply, for specialty retailers like AussieWinesOnline the Australian wine glut is a myth!

To discover great Australian estate grown wines, take a wine tour around AussieWinesOnline.com and Taste the Wonder from DownUnder.

For further media information, contact Ms Lindsay Lewis, Marketing Director, Aussie Wines Online. Phone Australia +612-9460-8050 or email Lindsay.

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Lindsay Lewis
AUSSIE WINES ONLINE
612-9460-8050
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