n addition, this trend is enforced by a global economy with increasing free trade, international business collaboration, strategic alliances and a global currency. Geographically Australia is well placed to capitalise on the Asian boom and wine meets the Asian demand for Western style products. As for the domestic market, despite the fact that there has been minimal focus on developing new wine consumers during the last ten years, domestic sales have continued to expand in value rather than volume.
Population growth in prime wine consuming age groups, the emerging generation who has grown up with wine consumption, the changing demographic profile of the Australian population, growth in the dining out market, increasing popularity of the Mediterranean diet, tourism growth and the quest for more individualised beverage experiences are significant opportunities exist for increasing domestic wine consumption. 1. 1. 2 Economic conditions Although a decline in the value of the Australian dollar inhibits profitability and the ability of Australian winemakers to hit key price oints, it helps to stimulate the other countries to import Australian wine because of lower price Increase in demand for wine may be attributed to the following economic factors: changing living standard, changes in the relative price of wine to other goods and services, the introduction of fringe benefits tax and the modification of sales tax to wine and other beverages. 1. 1. 3 Social and cultural trends Although nowadays, there is a strong trend away from alcohol beverages and alcohol consumption, quality table wine still be a favourite one for consumers.