Wine avoiders in five countries: potential for adopting wine as an alcoholic beverage of choice

Author: Ovington, Linda

Abstract: This article examines the number of wine avoiders across Australia, the U.S. and India along with various interesting information regarding the number of avoiders within each country. Wine avoiders are defined as those who consume wine at 0-5% of their total alcoholic beverage consumption. Topics discussed include product cannibalization, statistics related to frequency of alcohol consumption across a spectrum of wine countries and statistics related to comparison between wine avoiders and wine consumers

Co-author(s): Saliba, Anthony; Bruwer, Johan

Publication: Wine and Viticulture Journal, Vol. 30, no. 3 (2015), pp. 72-74

Download PDF


Now available as an eBook exclusively to Apple iBooks


The Ehrenberg-Bass Institute for Marketing Science is the world’s largest centre for research into marketing. Our team of market research experts can help you grow your brand and develop a culture of evidence-based marketing.