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AUSTRALIA: Consumers choose region over price or brand name

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The region of origin of a wine, not the brand or price, is the most important factor in the buying decision of Australian consumers, according to research published by the University of South Australia. A study conducted by the University's wine marketing research group, and published in the Australian & New Zealand Wine Industry Journal, found that of 300 Australian wine consumers interviewed, 29% said that the name of an established region was the most preferred attribute when purchasing wine.


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