What are consumers looking for when buying direct from wineries?

Research conducted by Wine Australia in 2021 provided insights into what consumers are looking for when buying direct from wineries, which can help wineries design effective direct sales strategies. The insights presented below are based on a survey conducted of 1000 wine consumers in Australia and in-depth interviews with a small number of wineries.

Insight 1: The decision to purchase or not purchase at the cellar door is primarily influenced by the quality of interactions with the staff

The majority of survey respondents said that a large proportion of their decision to purchase or not purchase at the cellar door was based on the staff. Positive interactions included staff having knowledge about the wine, conversations between staff/consumers and staff being personable. This would see consumers purchase more than 2 bottles based on the experience. However, negative experiences, including lack of knowledge of the wine, not being looked after and/or being ‘forgotten about’, might lead to no purchases or a reduced number. According to self-reports by the survey respondents, the average number of bottles purchased was just over 3, with 36 percent buying 2 bottles. It was notable that the 55+ age group had a higher mean purchase of 3.74 and were significantly more likely to buy 6 bottles or more than the respondent group as a whole

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