Endeavour Group Wine Category Deep Dive 2026

Category Deep Dive: Wine Category Insights April 2026

Acknowledgement of country

Artwork: Celebration Place by Riki Salam Mualgal, Kaurareg, Kuku Yalanji)

The Outlook for Wine The Last Year

Looking Ahead

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Continued innovation which better meets customer needs and drives recruitment

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Maintain focus on overcoming customer barriers to help offset volume headwinds

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Momentum shifting to higher price bands away from commodity price bands & pack formats

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Wine continues to be central to the strategy:

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Backdrop of macro cost of living pressures, softening global demand and evolving consumption occasion behaviours

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Increased emphasis on customer value High bar set for innovation Ensuring ranging fit for space/customer

Higher inflationary pressures & global instability

Insights Overview

Total Liquor Trends Lighter Styles

Value Seeking

Meaningful Connections

Across all categories, lighter, more sessionable styles are driving growth.

Shifts into economical pack sizes & ultra convenience.

We continue to move to group & social occasions and away from at-home everyday occasions.

Category Performance Wine

Beer

• SPARKLING WINE

Cider

• MID STRENGTH BEER

• CHAMPAGNE

• LOW CARB BEER

• FLAVOURED CIDER

• NO ALCOHOL WINE

• STOUT

• ROSÉ WINE

• NO ALCOHOL BEER

• WHITE WINE

• • FULL STRENGTH BEER

• APPLE

• RED WINE

• CRAFT BEER AUSTRALIAN

• PEAR

• CASK 4&5L

• PREMIUM BEER AUSTRALIAN

• FORTIFIED WINE

• FLAVOURED BEER

Spirits

• LIQUOR  MINIATURES

Premix

• PREMIX VODKA

• WHISKY

• PREMIX BOURBON

• LIQUEURS

• PREMIX OTHER

• AGAVE

• PREMIX RUM

• GIN

• PREMIX GIN

• RUM

• PREMIX SELTZER

• NORTH AMERICAN WHISKY • WORLD SPIRITS

Changing Generational Preferences Gen Z

• PREMIX DRINKS  VODKA • MID STRENGTH BEER

Gen X

Younger Millennials

• MID STRENGTH BEER • LOW CARB BEER

Older Millennials

• PREMIX DRINKS  VODKA • LOW CARB BEER

• LOW CARB BEER

• PREMIX DRINKS  BOURBON

• MID STRENGTH BEER

• PREMIUM BEER INTERNATIONAL

• LIQUOR  MINIATURES

• WHISKY

• PREMIX DRINKS  SELTZER

• FULL STRENGTH BEER

• PREMIX DRINKS  SELTZER

• GIN

• PREMIX DRINKS  SELTZER

• GIN

• WORLD SPIRITS

• GIN

• PREMIUM BEER AUSTRALIAN

• PRE BATCH COCKTAIL

• NORTH AMERICAN WHISKY

• CRAFT BEER AUSTRALIAN

• LOW CARB BEER • MID STRENGTH BEER

Baby Boomers

• WHISKY

Traditionalists

• NO ALCOHOL WINE

• LIQUEURS

• LIQUOR  MINIATURES

• PREMIX DRINKS  VODKA

• NO ALCOHOL WINE

• PREMIX DRINKS  VODKA

• WHISKY

• STOUT

• PREMIX DRINKS  WHISKY

• CRAFT BEER AUSTRALIAN

• FULL STRENGTH BEER

• • WHITE WINE •

• GIN

• WHITE WINE

• RED WINE

• FULL STRENGTH BEER

• PREMIUM BEER INTERNATIONAL

• WHISKY

• WHITE WINE

• RED WINE

• FULL STRENGTH BEER

?

Whatʼs trending with customers Customer Penetration Growth

Top Declining

Top Growing

MAT March 2026 vs LY

Beer

Premix

Spirits

Wine

Wine Performance by Generation Wine Gen Z

Younger Millennials

Older Millennials

Gen X

Baby Boomers

Traditionalists

Wine Share of Alcohol Wallet Share of Wine Category Sales

Top Sales Growth Segments

Spritz

Spritz

Champagne NV

Champagne NV

Bagnum

Zero Alcohol Wine

Pinot Noir

Pinot Gris / Grigio

Spritz

Bagnum

Pinot Gris / Grigio

Shiraz

Pinot Gris / Grigio

Pinot Noir

Bagnum

Spritz

Zero Alcohol Wine

Pinot Gris / Grigio

Prosecco

Chardonnay

Pinot Gris / Grigio

Pinot Gris / Grigio

Chardonnay

Prosecco

Riesling

Zero Alcohol Wine

Rosé

Pinot Noir

Rosé

Bagnum

Wine Sub-Category Preferences Sub-Categories Growing Category Share

Sparkling Wine Champagne Bagnum No Alcohol Wine Rosé Lighter in Alcohol Wine 0.5% to 10% ABV)

Segments Red

White

Bubbles

• PINOT NOIR

• PINOT GRIS/GRIGIO

• SPRITZ

• BAGNUMS

• CABERNET SAUVIGNON BLENDS

• CHARDONNAY

• CHAMPAGNE - NON VINTAGE

• NO ALCOHOL WINE

• RIESLING • OTHER VARIETALS

• CANS

• SANGIOVESE

Rest

• ROSÉ STILL

• PICCOLO • CHAMPAGNE VINTAGE • PROSECCO

Declining Category Share

White Wine Red Wine Cask Wine 4 & 5L Fortified

Red

White

Bubbles

Rest

• SHIRAZ BLENDS

• SAUVIGNON BLANC

• CASK WINE 4 & 5L

• MERLOT

• SAUVIGNON BLANC & SÉMILLON BLENDS

• SPARKLING  NON VINTAGE • SPARKLING SWEET, MOSCATO & FRUIT

• SHERRY & APERA

• TEMPRANILLO • CABERNET SAUVIGNON

• OTHER WHITE BLENDS

• SPARKLING  ROSÉ

• CASK WINE 2L • PORT & TAWNY

• SPARKLING VINTAGE

Note: Shiraz, Moscato flat

Momentum in Premium and Australian Wine Price Band Sales Growth %

Country of Origin Share Change Excluding Champagne)

PORTUGAL Under $25

Over $25

AUSTRALIA

ARGENTINA

FRANCE

SPAIN

GERMANY

NEW ZEALAND

USA

ITALY

Wine Trends Flavourful & Vibrant

Lighter Varietals & Styles

Format Exploration

Premium Wine

Customers seeking flavoured offers or wines that hero rich, flavourful notes.

Momentum in lighter tasting liquids such as Pinot G, Prosecco, Pinot Noir, Rosé as well as Lighter in Alcohol & Zero %.

Growth from non-traditional formats, such as Bagnums and Single Serve.

$25+ price bands gaining share as customers prioritise quality.

Flavourful & Vibrant

Flavoured vs Flavourful Wine Flavourful Wine Who What

Why

Maximise Opportunity By

Flavoured Wine

Retention: Gen X, Baby Boomers

Recruitment: Gen Z, Millennials

Hero inherent Wine flavour notes

Added flavour

Create segment with consistent colour and on pack callouts

Must be delicious

Known flavours support safe discovery and deepend segment engagement

Universally understood flavours overcome taste confidence barriers

Successfully re-engages lapsed consumers

Flavours take Wine into up-tempo, social occasions, relevant for our next generation

⇨ Identify and amplify Wine attributes across a ⇨ Continually fill flavour pipeline range ⇨ Evolve to remain culturally relevant ⇨ Align on pack semiotics (colours, ⇨ Stretch the opportunity by targeting new

descriptors etc) creates greater cut through

consumer cohorts, occasions or liquid profiles

Flavoured Wine Segment Performance Flavoured Wine Segment Size L13W

Almost half of all sales are Lemon; highlighting a need to evolve innovation beyond this flavour to achieve sustainable growth.

Innovation Spotlight: Flavoured Zonzo Roro

Cupio Spicy Rosé

Sorbet

New occasion - After dark

Amplifying cultural trends

Incremental Flavour Appeal

Incremental Flavour Appeal

Approachable Flavours

Broad Flavour Appeal Potential

Slightly Older Customer

Vibrant Packaging

Great Taste Gender Neutral

Expansion into Still Wine

High Appeal New to Wine Customers

Brown Brothers Lychee

Seasonal rotation Leveraging Masterbrand Recruitment Strength

What to consider: Flavoured Wine

Balance a core range with continuous new news. Shorter product life cycles

Constant investment in pipeline of innovation

Single minded point of difference that has broad appeal

Engage early with EDG team on opportunities

Work together to amplify across multiple touch points along P2P

Lighter Varietals & Styles

Occasion Trends and Varietal Relevance Wine Occasion Skew | By Varietal / Style

Champagne

Prosecco

Sparkling Wine

Pinot Noir

Moscato

Riesling

Pinot G

Rosé

Chardonnay

Shiraz

Sauvignon Blanc

Merlot

Red Blends

White Blends

Solo/Over Food

Bubbles

Rosé

White

Red

Cabernet Sauvignon

Total Alcohol | Share by Occasion

Sociable Souce: Growth scope | Quantum

Reduced Alcohol Wine Opportunity Zero% Alcohol Wine

Lighter in Alcohol Wine 4.9  9.9%

Who

Baby Boomers, Traditionalists Younger Millennials

Baby Boomers, female Frequent purchaser, budget / mainstream affluence

What

Skews towards White, Rosé and Sparkling Known Wine brands give consumers confidence

Skews towards White Wine particularly Sauv Blanc Known Wine brands give consumers confidence

Why

To support lifestyle choices or specific occasion reason (eg driving) Childbearing years drive Younger Millennials choice Skews towards celebratory / social occasions, particularly for younger generations

Enjoyment without taste compromise Lower calorie claims feature on several top selling products Lighter tasting flavour profile

Momentum

Recent sales boost due to supermarket range rationalisation

Continued steady growth, off small sales base

Opportunity

⇨ Maintain range size ⇨ Consider offers that take Zero Wine into new occasions or targeted new customer cohorts

⇨ Focus on potential new customer occasions ⇨ Evolve range with technological / flavour improvements

Format Exploration

Single Serve Format Performance

Packsize

187mL

187mL

200mL

200mL

200  250mL

200  250mL

200  250mL

200  330mL

Pack Type

Mini bottle

Slimline bottle

Piccolo

Pouch

Can

Can

Can

Bottle

Liquid

Table Wine

Table Wine

Sparkling

Table Wine

Still Wine

Sparkling

Flavoured

Flavoured

B. Boomers

Gen z

B. Boomers

Gen z

Millennials

Gen x

Gen z

Millennials

Trajectory

Generation Skew

Innovation Spotlight: Poco Vino

✔ Strong uptake amongst Lighter, Younger Female shoppers - an important recruitment demographic

✔ Clear customer target ✔ Disruptive & aspirational packaging ✔ In-store placement & shelf ready display

Whatʼs Worked

✔ High customer trial

✔ Pricepoint & Multi-buy strategy

✔ Average units per baskets is 2

✔ Distinctive proposition meeting new occasion needs

✔ Unlocked wine relevance in new occasions

✔ Early engagement & collaboration with EDG team

Customer Response

✔ Table Wine expansion, with Single Serve previously > 80% Bubbles

What to Consider: Single Serve

Clear barrier to overcome or new occasion for Wine

Disruption along path to purchase for incrementality

Innovation of liquid + packaging type

Parent brand or brand credibility / familiarity

Premium Wine

Australian Region Growth $25 Top Australian Regions Growing Share $25 Wine

Top Australian Regions Declining Share $25 Wine

TASMANIA

MCLAREN VALE

YARRA VALLEY

MARGARET RIVER

BAROSSA VALLEY

COONAWARRA

MORNINGTON PENINSULA

ADELAIDE HILLS

EDEN VALLEY

CLARE VALLEY

CANBERRA DISTRICT

GREAT SOUTHERN

Meeting diverse customer needs Customer needs differ across our network and we will remain focused on delivering the optimal shopper experience

Top 10 Products by Unit Sales (excl. Champagne) Reviewing product duplication VIC

Dan Murphyʼs High SEIFA

WA

Dan Murphyʼs High SEIFA

Higher bar set for accepting NPD Firm focus on making the core work hard

What to Consider: Premium Wine

Authentic brands from authentic regions

Focus on core area catchment/ demographic

Clarity on customer target & point of difference

Build brand awareness through storytelling

Wine Strategy

Whatʼs Working & Whatʼs Challenged

Whatʼs Working

Whatʼs Challenged

Innovative formats that capture attention, provide new benefits & take Wine in new occasions

Consumption occasion shifts are favouring other categories, with Wine heartland occasions declining

Flavoured offerings with new taste experiences, that evolve with consumer tastes, to keep segment relevant

Wine trips reducing across most generations

Simple front of pack ‘heroʼ flavour descriptor coupled with consistent semiotics e.g. ‘Butteryʼ Lighter, refreshing & vibrant products that meet the emotive needs of social occasions Premiumisation with Wines $25+ gaining shares

Millennials aging into Wine slower than expected, increasing spend allocated to Premix Wine penetration declining amongst Gen z and Millennial males, creating headwinds for future category demand Sauvignon Blanc sales are challenged, driven by older core customers

Wine Jobs to Be Done F27 Growth Frontiers

Inspire the Core

Hero Flavour

Fine Wine Mecca

Inspire occasions and grow key missions for our Core Wine customers

Hero delicious flavours: Meeting the tastes of the Next Gen and re-engaging Core Customers

Deliver a best in market Fine Wine discovery experience that inspires engaged Wine lovers of all ages

Maintain Momentum Build Baskets with Single Serve

Drive Bagnum Awareness

Make it easy for MilZ

Wine Gifting 365

The flexibility to discover wines that align to customers lifestyles & occasions

Expand the love for this innovative format

Ensure Wine is an easy choice to enhance MilZ social occasions

Continue to position Wine as an easy and desirable gift, year round

Customer Challenge

Core customers are the greatest contributor to Wine Category decline Inspiring new occasions within context of macro occasion loss High price sensitivity within a highly planned purchase

What We Know

Inspire the Core Inspire occasions and grow key missions for our Core Wine customers.

Consumers are dropping With Food and Wind Down occasions, disproportionately impacting Wine Big basket “Stock Upsˮ make up 1/3 of Gen X and 1/2 of BB Wine trips They prioritise “saving moneyˮ, “getting it done quicklyˮ and “getting specific product / brandˮ

What Next

Generationally relevant comms and touch points Strengthen mental connection between Wine and heartland Wine consumption occasions Build awareness of existing events e.g. Lunar NY, while seeding new consumption events Maintain best in market product range to retain moderators

Customer Challenge

What We Know

Hero Flavour Hero delicious flavours: Meeting the tastes of the Next Gen and re-engaging Core Customers.

What Next

Wine faces taste & relevance barriers with younger generations Flavour distinction within varietals in traditional Wine is not immediately obvious

Sweeter, flavoured Wine styles help Gen Z overcome perceived taste and occasion barriers Disruptive and vibrant packaging is key to success in non-food and mid-tempo social occasions, attracting younger demographics Expansion of flavoured Wines into new brands & varietals, alongside continuous range evolution & bold marketing efforts outside of Wine aisle

Innovation beyond lemon/citrus Retain attention by providing continuous new news Single serve synergy Identify flavour descriptors to hero in traditional Wine varietals

Customer Challenge

High engagement Wine customers seek unique experiences, prioritise access and interact with a variety of retailers and channels Changing consumer behaviours is challenging how our range in-store and online is delivering the best customer experience

What We Know

Fine Wine Mecca Deliver a best in market Fine Wine discovery experience that inspires engaged Wine lovers of all ages.

What Next

Fine Wine customers are gravitating to regionally relevant varietals and GIʼs Quality over quantity: Volume continues to soften, while 25 price segments grow Younger demographics are seeking deeper engagement and education to navigate the Fine Wine landscape

Provide our highly engaged customers access to unique opportunities and events to discover and experience our premium wine Continuing to evolve the premium range to ensure relevance, with a focus on our highest Wine mix stores Evolving and harnessing the strength of The Cellar store network

Maintain Momentum Build Baskets with Single Serve

Drive Bagnum Awareness

Make It Easy for MilZ

Wine Gifting 365

The flexibility to discover wines that align to customers lifestyles & occasions.

Drive awareness of this innovative format, removing consumption barriers for more customers.

Ensure Wine is an easy choice to enhance MilZ social occasions.

Continue to position Wine as an easy and desirable gift, year round.

⇨ Overcome barriers ⇨ New consumption occasions

⇨ Build awareness along the path to purchase

⇨ Simple, relevant education ⇨ Delivered where they are

⇨ Promote convenient access ⇨ Support gifting novices

Summary

Inspire more Wine occasions

Innovate boldly through flavour & format Embrace generational differences Facilitate premium engagement

Thank you