Real people with local knowledge and stories.

With the abundance of fake news, misinformation, and rumours circulating every day across all social media channels, I thought it was best to speak directly with wine people in the field—especially those winemakers who are constantly at the front line—to get a real sense of how things are going.

You could say it is a bit of a check in to make sure you are OK.

Conversations around the rising cost of living have been enlightening, and managing a small business with increased expenses remains a key concern.

Add to that the unpredictable challenges of weather, the need for skilled and committed staff, the push for efficiency, and building a strong profile as a small producer—it’s clear the landscape can have tough days.

Yet, most wineries are run by resilient, passionate people who take pride in their products and stand behind the family name that is normally front and centre on each bottle.

Here's a snapshot of the current field observations from real people:

• Limited Shelf Space for Small Producers: Smaller / Independant producers struggle to find shelf space with major retailers, as they’re often up against brands owned by the retailers themselves.

• Wholesale Sales Decline: Distribution and wholesale sales are down as fewer people are dining out at restaurants and attending events.
• Uptick in Independent Bottle Shop Sales: Sales at small independent shops are up, partly due to public sentiment favoring alternatives to large chains like Woolworths and Coles.
• Home Entertaining Boosts Sales: More people are entertaining at home, looking for unique wines to enjoy with family and friends.
• Drop in Winery Visits: Winery and cellar door visits are down by about 20%, as more people are now traveling overseas post-COVID.
• Reduced Purchasing per Visit: Those who do visit are buying less—opting for a couple of bottles instead of a six-pack.
• Oversupply Concerns: Wine oversupply is still an ongoing issue with some varietals and some regions, pushing some bottle prices downward.
• Enhanced Winery Experiences: Some wineries are upgrading their venues, creating immersive experiences that encourage more sales and a major focus on retaining wine club members.
• Unique Branding Strategies: More wineries are now telling their family stories and emphasising their unique journeys to stand apart from generic brands.
• Optimism Despite Challenges: While times are tough, most wineries are optimistic, with a “Hang in There” spirit circulating widely.

I could add more, but this summarises what I’m hearing directly from those in the field.

Looking forward to any additional thoughts from winemakers in the paddock who’d like to share!