Mid strength wine from consumer insights to commercial opportunity

Discover how changing consumer preferences are creating new opportunities for Australian wine businesses.

In this exclusive industry webinar, Wine Australia shares the latest insights on the mid-strength opportunity, how it could be positioned as a 'Lighter Lifestyle' category, evidenced by new NielsenIQ (NIQ) research and evolving consumer expectations. Learn what it means for producers, including:

• Understand how moderation and mindful drinking are reshaping demand
• Explore where mid-strength wine fits across key occasions and consumer segments
• Learn how producers can retain existing consumers and attract new ones
• An overview of production innovation and regulatory considerations

In this video, representatives from the Australian Wine Research Institute, CSIRO, Adelaide University and Lallemand explore the opportunities and challenges in producing mid-strength wines, with a focus on practical approaches, current research, and real-world considerations for Australian producers. 

You’ll hear insights on: 

• What defines mid-strength wine, and where it fits in today’s market 
• Key production approaches and technical considerations 
• Balancing flavour, structure and alcohol reduction 
• Emerging opportunities across domestic and export markets