As retailers such as Woolworths and Coles Myer compete for wine customers, an increasing number of Australian wine buyers are ignoring them.

Industry sources estimate 20% of domestic sales are now the result of cellar (winery) door sales, winery mailing lists or specific direct marketing.

One direct marketing company Cellarmaster has 400,000 buyers on its books and rival Wine Society has 50,000 active buyers.

The trend is seen as a result of customers seeking something different from the portfolios of the large retailers supplied by large producers.