Naked Wines has demanded better conditions for Australian winemakers and consumers with the launch of its new Ideal Conditions report.
In addition to the recent allegations by Australian Grape & Wine that big retailers often have their winemakers over a barrel, Naked Wines’ Ideal Conditions Wine YouGov Report reveals nearly two-thirds of Australian wine drinkers want more transparency and fairness in the industry.
Consumers would also prefer wine from retailers who support independent winemakers and pay them fairly.
Its 'Ideal Conditions' Wine YouGov report shows:
- 65% of Australians would buy more wine from a retailer if they knew it supported independent winemakers
- 63% would buy more wine if they knew winemakers were compensated fairly – a clear signal to retailers to do the right thing
- 43% consider unclear origin information a red flag when buying wine
Paul Connell, Managing Director of Naked Wines, says the data proves it’s time to remind major retailers that happy winemakers are the secret ingredient to great wine – without them, you’re just left with sour grapes.
The initiative follows a submission by Australian Grape and Wine (AG&W) to the Senate. There are multiple ways in which major liquor retailers are squeezing independent Australian winemakers.
A lack of transparency and regulation causes issues for producers and consumers in Australia due to the oligopolistic nature of wine retailing.
Results of the government's review are expected by February 28, 2025. Despite his enthusiasm to contribute insights and potential solutions to achieve a fairer market, Mr. Connell urges immediate action.
"Right now, it's alleged that retail giants are misleading Australian consumers whilst short-changing winemakers, and it's not the first time this has been raised,” Connell says.
“Enough is enough. Nothing would leave a worse taste in the mouth than if you’ve paid too much for a wine that its maker was short-changed to produce. Now is the time for fairer conditions for all.”
Naked Wines has launched a new campaign to raise awareness about these issues, featuring provocative billboards encouraging consumers to demand better, "vote with their feet" and raise a glass to the underdogs.
“It’s a clear message to retailers: do the right thing,” says Connell. “We’re taking a stand to highlight what ideal conditions for winemakers really means and, more importantly, to show what Australian consumers want.
“It’s not about squeezing the little guys dry. Aussie wine lovers deserve better, and they know it.”
Connell emphasises that paying winemakers fairly results in better quality wine and better value for consumers. He explains, “When winemakers aren’t worried about survival, they can focus on making incredible wine, not just surviving.
“It’s simple – treat the makers right, and everyone wins. Drinkers get better wine in their glass, and winemakers get to do what they love and thrive.”
Naked Wines is one of Australia’s largest direct-to-consumer wine retailers. Its unique model allows 90,000 members, known as ‘Angels,’ to bypass traditional smoke and mirrors. This allows them to directly connect with and support over 50 Australian and New Zealand independent winemakers.
Since its inception, Angels have put aside over $380 million of their wine dollars to help winemakers do what they love without the usual industry pressures. In return, they enjoy high-quality wines at prices averaging 30% lower than the bottle shop shelf equivalent.
Connell believes this level of support, combined with Naked Wines’ updated Ideal Conditions Wine YouGov data, sends a strong message and offers hope for change.
“The more Aussies know about the unfair power play in wine retailing, the more they can make a real difference by choosing where to spend their money,” Connell says.
“Our Angels do it every day, and together we can change the game for good.”