Wine Australia will be conducting a new research project into the UK online wine market.

The project will look at the online market from both a retailer and consumer perspective, and will aim to identify new opportunities for Australian wine producers to grow their business within this key sales channel.

The Wilson Drinks Report (WDR) will lead this new study, combining both analysis of the UK online market with WDR consumer research. There will also be a program of focus groups, led by Axis Management Consulting, covering key consumer segments who buy wine online.

Peter Bailey, wine sector intelligence manager for Wine Australia, said the UK remains one of the biggest and most important markets for the Australian wine category.

“This project aims to provide deep insights into the online channel in the UK and identify the opportunities for the profitable and sustainable growth of Australian wine sales in the UK,” he said. “We are pleased to be working with WDR, who have been providing Wine Australia with independent insights into the UK wine market for a number of years.”

The research project will be primarily funded by the Grape and Wine Research and Development Corporation (GWRDC) as part of its research investment program to help enhance the profitability, competitiveness and sustainability of the Australian wine industry.

The project commences this month and results will be released by mid-year.