WNA Blog



Wed 20 Jan 2021

Australian Online Wine Sales Continue Rapid Growth in 2021

In The News
Never before has an entire year forced us inside - the depths of our lounges, Netflix shows and down infinite rabbit holes of online shopping.

It goes without saying that in the modern, high-tech world we live in – where we speak to a Google portal in our kitchen, depend on social media like it’s a lifeline.

We use the internet in almost every aspect of our daily lives – online shopping, e-commerce trends and Direct-To-Consumer (DTC) sales were always set to grow exponentially.



In 2014, worldwide e-commerce sales amounted to $1.34 billion US dollars. By 2019 this figure reached $3.53 billion, highlighting not only the growing popularity of online shopping globally, but the importance of e-commerce sales for retail industries.

Of course, with the onset of a pandemic that essentially made brick-and-mortar stores redundant, forcing consumers to depend on online shopping like never before, e-commerce sales skyrocketed globally in 2020. In Australia alone records were broken unprecedentedly, with the first week of December and the week of Black Friday respectively reaching 42% and 48% growth in online shopping from the previous year.

2020 forced many industries to greatly depend on online sales and DTC transactions, including Australia’s wine industry. From 2019 to 2020, DTC wine sales grew by 7%, while all other channels of wine sales fell by 3%.

Ema Cregeen, founder of Gold Emotion, an online retail business that creates 24k gold infused wine, champagne, cognac and gin, says e-commerce sales in the Australian wine industry are only going to continue growing.

“As Australia, and rightly so, takes its time loosening Covid restrictions and getting back on its feet post-2020, the wine and liquor industries will depend heavier on DTC sales to stay afloat.”

“While DTC sales encompass any means of selling directly to a customer, the ‘non-contact’ channels will continue to have the highest growth rate as people have already become so accustomed to a world of restricted contact and heavy reliance on online shopping,” says Ema.

While in the depths of Melbourne’s toughest lockdown late last year, Ema’s creativity sparked, enabling her to bring out an innovative and timeless product in just six weeks. Gold Emotion’s newest, the Pure Gold Premium Botanical Gin, infused with 24k gold flakes that dance in the liquid, sold out twice before 2020 was even up, proving that online alcohol sales in Australia are far from a downfall.

According to IBISWorld, the market size of the Australian Beer, Wine and Liquor Online Sales industry is set to exceed $1.5 billion in revenue in 2021, with an expected growth rate of 15.4%.

“With nationally celebrated holidays coming up quick and in the first half of 2021, like Australia Day, Valentine’s Day, Easter and even Mother’s Day, I wouldn’t be surprised if we reach that $1.5 billion revenue mark earlier rather than later in the year,” says Ms Cregeen.

With 2021 still lying in the hands of the pandemic, Australian online shopping trends, specifically in the wine and liquor industry, are far from slowing.

If royalty was a liquid, this would be it; which is why you deserve to have it!
Just for our WNA members, Gold Emotion is offering 10% OFF on their Pure Gold Gin when you purchase it online.  While Gold Emotion’s Pure Gold Gin is readily available in many bottle shops and served by select venues, much easier and convenient to purchase online and delivered to your door –  follow this link to purchase online.  Remember to use the code WNAGIN10 when you order this divine new gin today!


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