The Great Vinomofo Wine Census: Australia’s wine drinking habits revealed

Leading online wine retailer Vinomofo has today revealed the nation’s grape-drinking habits through its inaugural 2014 Wine Census, the largest of its kind in Australia.

wine friendsLeading online wine retailer Vinomofo has today revealed the nation’s grape-drinking habits through its inaugural 2014 Wine Census, the largest of its kind in Australia.

A Nation of Wine Lovers

The Great Vinomofo Wine Census confirms Australia is a nation of wine-lovers, with 1 to 4 (26%) citing wine as one of their greatest obsessions and nearly half of people drinking wine 3-5 days per week. Two thirds (60%) will be happy to spend $30-$50 on a bottle in a restaurant and $17 in a bottle shop. 1 in 5 will even have dedicated wine fridges for these purchases when they get them home.

Endangered Savvy B

Among wine lovers, the Savvy B is not the white wine of choice. According to the survey, Aussies are choosing a glass of Riesling or Chardonnay over the Sauvignon Blanc with only 40% citing it as one of their favourites. When it comes to red, Shiraz still rules the cellar with 78% selecting it as their grape of choice, but Cabernet is on the decline, and Pinot is taking its place.

The Nation’s Top 5 Reds and Whites
Rank White Red
1 Riesling Shiraz
2 Chardonnay Cabernet
3 Sauvignon Blanc Pinot Noir
4 Pinot Grigio/Gris Grenache
5 Semillon Merlot


The greatest wine region in Australia

Wine tastes lay close to home, with 80% preferring to drink wine from Australian regions rather than from the French, Italian or Spain offerings. When it comes to visiting wine regions, the Barossa Valley takes the crown on the greatest region in Australia, with 1 in 5 choosing it as their favourite.

Confessions of a wine-drinker

The Great Vinomofo Wine Census also reveals some of the most common wine confessions. Despite the nation’s love of the grape, there is insecurity around purchasing wine, with nearly two thirds (64%) of Aussies feeling nervous or intimidated by restaurant wine lists. In fact, only 3% of us would send a bottle of wine back in a restaurant. A proud 1 in 20 people confess to refilling an expensive bottle of wine with a cheaper one to look good.

Top 10 Confessions of a Wine Drinker
1 Bought a wine that they couldn’t pronounce (72%)
2 Googled the price of wine that was a gift (64%)
3 Felt intimidated by a winelist in a restaurant (63%)
4 Felt nervous when asked to taste the wine in a restaurant (49%)
5 Felt intimidated in a wine store (47%)
6 Faked wine knowledge to impress someone (31%)
7 Left a glass of wine for the waiter or chef in a restaurant (25%)
8 Mixed wine with a soft drink (18%)
9 Heated wine up in the oven (7%)
10 Refilled an expensive bottle of wine with a cheaper one (6%)


Andre Eikmeier, CEO and cofounder of Vinomofo said, “The Great Vinomofo Wine Census is about the voice of the people – forget what we all THINK we know, and let’s hear from the people who really matter – the drinkers! Australia is a nation of wine lovers, and we wanted to capture the changing wine tastes and behaviour of Australian wine drinkers for the first time. For us, 2014 is the year of Riesling and Chardonnay, which surprised and delighted us all by coming out on top as the wine lovers’ choice for white wine, above Sauvignon Blanc. But it is concerning that the majority of people still feel nervous or intimidated when a buying wine in a restaurant or wine store, which goes to show that there is still too much of the old bowties and BS around wine. We believe wine is something to be enjoyed by everyone, so we want to make it more accessible, help people discover what they love and don’t love. This starts with how we talk about wine – using everyday language and making people feel comfortable to try new wines without fear.”

The Great Vinomofo Wine Census 2014 surveyed over 5,000 wine drinkers on their drinking habits. For more information on Vinomofo and the wines available, visit

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