AquaRush bottling facility designed to meet expanding industry needs

Bottled water has been a refreshment for Australians for the best part of three decades. According to a recent IBISWorld report, the industry in Australia for the past five years through to 2018-19 was valued at just over $700 million, and is expected to grow by 0.8 per cent over the next year. IBISWorld believes this is due to Australians becoming more health conscious and the rise of disposable incomes, especially among millennials.

One company that has been at the forefront of the bottled water and mixed beverage development is AquaRush. Established in 2014 by serial entrepreneur Roshan Chelvaratnam, AquaRush offers various types of water –ranging from spring, sparkling, mineral, demineralised and mixed beverages.

The company combines various technologies and manufacturing facilities, with the intent of reshaping the future of bottled water in Australia and the world.

It has a new HACCP, GMP and ISO-accredited automated bottling and commercial facility that uses a range of technologies to produce the finest quality water products for the consumer and industrial markets at an affordable price point.

It is capable of filling 15,000 350ml bottles per hour and has both PET and glass-filling lines.

The company has existing distribution channels in Australia, APAC, South Africa and the Middle East.

READ MORE: Poor water quality linked to sugary drink consumption

The company has a quality management system that continuously monitors its products to make sure they meet Australian regulatory guidelines, standards and codes of practice. Chelvaratnam is the founder and managing director of the company.

Over the past few years he has built a number of successful businesses across the automotive, import, export and wholesale, electrical, and now beverage market.
“We’re focussed on developing innovative products that cater to people’s diverse lifestyles and interests; new product categories include premium sparkling water, high alkaline water and black sparkling water, to name a few,” said national sales manager Marko Powell. “We offer different variances of water to cater to the customer’s needs.

“We strive to remain at the forefront of innovation with the latest advances in water filtration. We bottle volcanic water, exotic sparkling water, flavoured water, commercial water and more.”

One area that the company doesn’t spare any expense is investing in the training and development of its staff.

Each quarter it offers skills-based training in a specialised area relevant to each role so the company’s staff are learning and developing their knowledge base.

“We’ve also invested in encryption technology allowing our water bottles to be scanned from a smartphone app,” said Powell. “This app links to a product landing page authenticating the product, digitising the experience and allowing consumers to interact with the product they’re purchasing.”

Sustainability is also a buzz word that is gaining traction in the food and beverage industry. This is something that AquaRush is serious about, with it setting itself goals that will mean less plastic in landfills.

“Since 2018, we have implemented 66 per cent recycled plastic bottles and recycled cardboard,” said Powell. “Our goal is to work towards 100 per cent recyclable packaging and we are on track to doing so.

“We use 20 per cent glass in our overall brand portfolio and we aim to increase this to 50 per cent by mid 2020. Progress against our sustainability goals is discussed during senior leadership meetings each quarter.

“Beyond these meetings, the executive committee members are committed to executing against these goals, driving their importance within their immediate staff.”

When it comes to philanthropy, the company knows that giving back to the community is just as important as reducing its carbon footprint.

“We’ve donated money to help rebuild an orphanage for disabled children in Sri Lanka,” said Powell. “The aim of the orphanage is to provide a safe and caring environment for these children who would otherwise be forgotten.”

As well as producing a range of water products under various labels including the I Am, Kangaroo & Koala Aqua Downunder critters, and AquaRush 2Pure Water brands, the company provides private label production services to other companies within the water industries.

AquaRush also supports the World’s first plant-based natural water, and which most recently won the Beverage of the Year Award at the 2019 Food & Beverage Industry Awards, as well as the Global Zenith Awards.

They are also the exclusive water partner to Global Table, which is hosted by Seeds & Chips, the global food organisation.

“The Team at AquaRush is excited to enter into a joint venture partnership with award-winning company Aqua Botanical Beverages from September 2019,” said Chelvaratnam.

“Aqua Botanical has won “Beverage of the Year” two years running and Aqua Rush will be bottling their ‘still’ and ‘sparking’ water products. Our alliance further reinforces our position as a bottler of choice in the industry.

“We will be at Food and Beverage Show displaying Botanical Water and many other fantastic products at our stand. Join us at J31 at the Sydney Fine Foods Exhibition to meet the team and discuss potential private label options and future product development opportunities.”

New jobs at Orora bottle manufacturing plant in Adelaide

International packaging firm Orora Limited has completed a $42 million expansion of its glass bottle manufacturing plant, boosting its 317-strong employee numbers by 26 and creating 85 construction jobs in northern Adelaide.

Minister for Investment and Trade Martin Hamilton-Smith today congratulated the company, located near Gawler, on delivering the project on time and on-budget. The State Government, through Regions SA and Investment Attraction South Australia collaborated to provide $2.4 million in funding to support the expansion.

Managing Director and CEO of Orora Limited, Nigel Garrard said the expansion project at Gawler represents one of Orora’s single largest capital investments in Australia.

“Orora’s Gawler plant is already one of the largest glass manufacturing facilities in the Southern Hemisphere and the $42 million investment enables us to meet the increasing demand for high quality glass bottles,” he said.

The investment has substantially grown the scale of the Gawler operation, increasing capacity by around 60 million bottles, which will directly support the local wine industry.

The expanded facility is expected to result in more than $10 million a year being spent within the South Australian supply chain through raw materials, energy, maintenance and labour costs. Local suppliers have also benefited through the expansion process with a good proportion of the contracts going to South Australian companies.

“This project is another example that South Australia’s manufacturing sector can deliver on a global scale and provide the efficiencies which international markets expect,” said Minister for Investment and Trade Martin Hamilton-Smith.

“With more locally manufactured bottles and forming lines leading to further supply chain advantages, this is a great result for South Australia’s wine sector and a great demonstration of an import replacement investment.”

The South Australian Centre for Economic Studies has calculated the gross employment impact of the project to be 180 FTE (100 ongoing, 80 from capital works) and real GSP impact of $30.3 million.



Complete water solution for bottling operations

Success for producers bottling still and sparkling water requires a focus on output and efficiency, combined with an uncompromising commitment to food safety. By taking a holistic view of the production cycle, a fully connected line can be optimised through a combination of lightweight packaging, great efficiency and hygiene, always keeping the total cost of ownership (TCO) as low as possible.

Water is a precious commodity. Increasing urbanisation in developing countries – and the resulting need for regular access to drinkable water, and the move away from sugary beverages in more mature markets has driven a growth in demand for bottled water around the world. Global sales climbed in volume by 6.7% between 2014 and 2015 to reach 193 billion litres with still water accounting for 86% of this total. The material of choice in this growing market is PET, covering 86% of all projected bottled water packaging sales in 2016.

With more than 40 years’ experience with complete line solutions and the world’s largest installed base of Combi integrated blow-fill-cap systems, Sidel has helped producers to reach and exceed their targets, time after time.

“Smarter solutions and innovations are essential to meeting the needs of the rapidly expanding and ever-changing bottled water market. A complete line approach recognises the roles that lightweight and safe packaging, top quality equipment, optimised line design, smart automation and ongoing services all have to play in meeting the market challenges. It offers producers full control and transparency throughout the bottling process,” says Simone Pisani, Category Marketing Director Water at Sidel.

Value adding innovations by in-house experts

With the aim of improving bottle strength and performance while reducing costs and ensuring the brand stands out on the shelves, Sidel scientists and in-house packaging designers work on more than 250,000 new bottle concepts every year. At 5 packaging centres and 4 in-house R&D laboratories around the world, they help producers to qualify and industrialise specific packaging solutions that satisfy consumer needs and help to differentiate products on the shelf. Creating and evaluating bottle samples and performing many different laboratory tests, they take care of the safety and quality of customers’ beverages, as well as of the best product’s performance throughout the supply chain, and enhance their value proposition to consumers.

One of Sidel’s many recent innovations within bottled water production is the development of the Sidel Rightweight bottle. This design reduces bottle weight and energy consumption during production, while improving the container’s performance across the entire supply chain and delivering a superior consumer experience. The resulting 0.5 litre bottle weighs 35% less than the average commercial alternative, yet achieves 32% greater top-load performance than the lightest commercial bottle, resulting in cost savings of up to EUR 1.74 million per year.


Sidel has also developed a new PET base for still water. Sidel StarLite has a unique shape that significantly increases base resistance and stability. Through this solution – which can even be applied to existing lines – overall package weight is lowered without affecting beverage quality.

With StarLite, bottles for sparkling water can also benefit from improved protection against stress-cracking, a similar reduction in base-weight and improved bottle performance.

Compact and reliable water solution

Sidel’s fully integrated, hygienic and innovative solutions – gained from extensive cooperation with leading water brands – help producers to optimise uptime and operating costs. The portfolio includes a range of modular equipment and components, able to increase line efficiency and speed while ensuring food safety and hygiene.

The Sidel Matrix Combi, offering blowing, filling and capping processes in one machine, optimises the production line layout with a smaller footprint. It efficiently combines the benefits of the Sidel Matrix blower with those of the SF100 FM filler for still water or the SF300 FM filler for sparkling water. By eliminating intermediate conveyors and reducing the volume of the production environment to be kept under control, hygiene and food safety are improved. Additionally, the Combi offers faster changeovers with savings in power consumption, labour, raw materials, maintenance time and spare parts, lowering operating costs by up to 12%. More importantly, Combi systems offer high performance with efficiency levels up to 4% better than standalone machines.

Integration of carbonating and filling processes

The Sidel Matrix Combi also features Sidel’s Blendfill configuration, combining carbonator and filler in a single system for top quality sparkling water. Utilising the Sidel Matrix Carbonator SM100 beverage tank as a shared tank with the filler, the configuration avoids redundant pressure and level control functions, while reducing consumption of CO2 as well as the footprint of the equipment.

Optimised cleaning while saving resources

Smart cleaning technology also reduces energy and chemical use by up to 70%. Sidel’s compact Integrated Cleaning System (ICS) is a simple and hygienically designed solution that, combined with the filler skid, ensures quick preparation of cleaning agents so that all equipment parts that come into contact with the water are effectively cleaned.

Reduced waste for improved safety and hygiene

As many factors can affect the amount of product splashing within a filling process – speed, bottle shape, neck dimensions, fill-level to name but a few – Sidel uses all its expertise and in-house simulation tests to help producers overtake the issue. Virtual modelling and real-life testing help avoid any splashing and maintain safety of the filling environment, especially at very high speeds.

Giving the final package a memorable look

Labelling is an essential factor to ensuring a product stands out on supermarket shelves. Roll-fed technology uses plastic labels, which have physical and functional qualities making them very attractive to consumers and beneficial for beverages producers. The Sidel Matrix SL70 efficient roll-fed labelling station delivers precise and controlled handling and application for containers of any shape. It is capable of outputs of up to 60,000 bottles per hour. With shorter changeover times for containers of different shapes and dimensions, this ergonomic and reliable system maximises operator safety, uptime and productivity by reducing maintenance time by 40%, while enhancing sustainability as it uses up to 40% less power.

Flexible pack configurations, quick changeovers and optimised transportation

The secondary packaging – the finished pack that the consumer sees at the point of sale – represents a strong opportunity to reinforce brand recognition and so needs to be appealing, durable and functional to catch attention. Carrying the labelled bottles onto the secondary packaging process, Sidel’s smart conveyors can be automatically adjusted to handle different formats. Gently feeding the bottles to maintain consistency and quality, the packers also protect them from elements such as weather, pressure and temperature change. To minimise overall costs, they also optimise the use of heat, glue, cartons and film. All Sidel’s packers ensure quick changeovers for flexible handling of multiple stock keeping units (SKUs).


Sidel palletisers allow easy changeovers in layer formation to organise the right number of single bottles onto – for example – trays, dollies or packs onto pallets. In this way they achieve smart pallet patterns of various sizes and formats of bottles, in order to optimise efficiency during transportation and storage.

Maximum uptime and minimum TCO

Once a line is up and running, Sidel Services offers a tailored portfolio to help maintain, regain and even improve performance throughout the equipment’s lifetime. From customised maintenance, through to line improvement, to spare parts and logistics services, the company combines customer proximity with global experience to shorten lead times and improve customers’ efficiency.

However, it is difficult to improve what is not being measured. The market is looking for systems with “built-in intelligence” capable of translating raw data into actionable information. Sidel’s Efficiency Improvement Tool (EIT) handles production issues to meet ongoing challenges and also anticipates them through trends and forecasts based on historical and multi-plant analysis.

“By taking a global view of the Overall Equipment Effectiveness (OEE) and the entire working life of a production line, as new technologies and solutions are developed, Sidel offers existing line owners options and upgrades, line conversion and training services to ensure that installed equipment does not get left behind, while strengthening operators’ skills. In this way the company is always working to help producers optimise operating costs and reach the lowest possible TCO” adds Simone Pisani.”


PET bottles and aseptic filling

A new era has dawned at Jus de Fruits d’Alsace (JFA), a French producer of fruit and vegetable juices. As Laurent Olivier explains, the company has entered the PET bottle market.

JFA was founded back in 1956, originally as a marketing initiative for regional apple-growers in the north east of France. Over the decades, the company then changed hands internationally several times, until the French family firm Laiterie de Saint-Denis-de-l’Hôtel (LSDH) integrated JFA in its group of companies in 2008.

Since then, around 40 million euros have been channelled into the facility in the Alsatian village of Sarre-Union. One major focus was the installation of a high-bay warehouse, supplied by Krones in 2012 complete with the building that houses it, which provides space for 35,000 pallets.

The second major investment was into a new syrup kitchen, with the third modernisation step, finally, taken in April 2015 and covering a new aseptic line from Krones for filling PET containers.

Up until then, JFA had concentrated its filling operations on soft packages. On 15 cartoning lines, the company produced around four fifths of its output, with a non-returnable-glass line supplementing the production kit. So the mix up till then was 80 per cent carton, 20 per cent glass.

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“The aim here was to optimise the production operation logistically,” said former factory manager Daniel Eva (pictured right). “JFA’s plant is situated in the vicinity of the German border and the Benelux countries, a fact that offers us good opportunities for the future. Its geographical location predestines it for expansion north- and eastwards.”

Two thirds of JFA’s output are dealer’s brands for the major players on the French retail market, and about 20 per cent are well-known fruit juice brands that the company produces under license. The rest consists of contract-filling and a few brands of its own, like the LSDH brand Cidoux.

With the new aseptic line for PET containers, a second major investment target was achieved.

“We can now optimise the container mix for our key accounts. Because we have an option for providing products in soft packages, glass and in PET in a single truck consignment,” explained Jérôme Buhler (above left), Eva’s successor.

“The third goal was to be able in future to fill not only dealer’s brands but branded products as well into PET, thus boosting the latter’s acceptance among consumers,” added Eva.

Simply irresistible

LSDH decide the choice was between aseptic or cold chain.

“Hotfill has never been a viable alternative for us,” emphasised Eva. “Aseptic filling is quite simply more gentle on the products. When we were considering our investment, we knew already that Krones was at that time developing the new process of a 100-per-cent-aseptic block.

“The Contiform AseptBloc system premiered at the Drinktec 2013 ultimately proved persuasive for us, not least in comparison to other vendors. For me personally, when it came down to it the aseptic process from Krones was more important than the price.”

And there was another plus. With the newly developed valve, the filler is able to bottle both still and carbonated beverages in aseptic mode. So far, JFA has made use only of the option for filling still NFC juices, concentrate-based juices, squashes and vegetable juices in PET containers with a 38-millimetre neck finish.

Now it still has an option available for likewise producing carbonated drinks with a fruit-juice content in future and filling these in containers with a 28-millimetre neck finish. It was not least for this purpose that JFA had a VarioAsept shell-and-tube heat exchanger installed, for flash-pasteurising soft drinks with a fruit-juice content, plus a second disinfection unit for 28-millimetre closures.

Operators handle all machines

The new line has been working in three-shift operation right from the start. Three employees, supported by one bottling manager, are sufficient to run it.

Another advantage was that there were no language barriers with the Krones personnel during installation and commissioning, since the Alsace is bilingual by tradition, meaning French is spoken there alongside German.

And Krones’ capability of supplying both the filling kit and the process technology involved made cooperation even easier for Eva and Buhler.

“In terms of process engineering, in particular, Krones has made substantial progress over recent years,” said Eva. “Being able to single-source everything made it a whole lot simpler for us.”

Long continuous running

The line now bottles up to 15 different products per week. Its maximum speed is 36,000 containers an hour. A choice of six mould sets are available, for blow-moulding both round and square containers.

Five of these (in sizes of 1.0 litre, 1.5 litres and 2.0 litres) have been designed for still beverages, and one mould is used specifically for blow-moulding a bottle later to contain carbonated beverages.

“Given the frequent product change-overs, it’s vital to minimise the times needed for intermediate cleaning,” said Buhler.

But not every product change-over inevitably necessitates an intermediate rinsing routine. Although the continuous running time has been acceptance-tested at 120 hours, in the case of the shell-and-tube heat exchanger JFA performs an intermediate cleaning routine after 72 hours, just to be on the safe side – especially when products with a pulp content are being handled.

“The figure we’re achieving for steam consumption, at 0.4 tons per hour, is a very good one. It shows that the shell-and-tube heat exchanger works at a high level of excellence, by balancing its own energy requirements itself,” said Buhler.

After the line had been acceptance-tested, JFA concluded a five-year maintenance agreement with Krones, which is linked to a set point operating efficiency. “The ultimate goal is for us to be able to perform maintenance routines ourselves after that,” explained Eva.

And “just in passing”, JFA also refurbished its existing glass line while the aseptic line was installed. The glass bottles are now dressed on two Prontomatic cold-glue labellers. So as to guarantee optimum label placement, JFA purchases adhesives from KIC Krones.

As a versatile all-rounder, the Variopac Pro WTFS can produce full-size cartons, trays with film, trays without film, or just film-wrapped packs. This packer has replaced several discrete machines.

“The Variopac has enabled us to reduce staffing levels per shift from six to four operators,” said Buhler.

For the former plant manager and for the present one as well, the target is to turn their Jus de Fruits d’Alsace plant into the most efficient facility within the LSDH Group. That should be no problem.

Multifunctional PET processing block

 With the KHS InnoPET TriBlock the KHS Group has now launched a filling and packaging system for PET bottles which incorporates a stretch blow molder, labeller and filler.

With consistent neck handling KHS also enables lightweight PET to be processed. This means that a 0.5-liter bottle weighing notably less than eight grams can now be produced, for instance.

"For years we've been seeing an increasing move towards blocking – although in some applications single machine systems definitely still have profound advantages. At the same time we're constantly researching further innovations," explained Frank Haesendonckx, head of Sales and Technology at the KHS factory in Hamburg, Germany.

This trend does not surprise him as conventional air conveying segments especially are relatively prone to error. There is also the fact that space has become a critical factor for many companies over the past few years and that a general drift towards more compact lines is being noticed.

The KHS block also has many advantages: bottle handling is easier, efficiency and hygiene are considerably increased and there is no longer any need for air conveying segments. The option of also integrating a labeler into the block is new, meaning that containers are fully conveyed within one machine from bottle manufacture to labeling. This not only saves space but also energy and manpower costs as the system can be operated by one person thanks to the very few conveying segments between the individual machines.

As opposed to conventional systems beverage producers can also process lightweight PET bottles on the new system, allowing operators to manufacture 0.5-liter bottles weighing much less than eight grams, for example. This is made possible by the fact that the system uses consistent neck handling throughout; whether they are being gripped, stabilized or turned, the bottles are fed through the individual work steps by their necks only.

Fast cleaning of barrels, drums and food vessels

The TankJet M60 Mobile Tank Cleaner from Spraying Systems removes tough residues quickly and effectively using low flow rates.  The tank cleaner is ideal for cleaning wine, food, beverage and chemical barrels as well as drums and kegs up to 5’ (1.5 m) in diameter. 

Features include narrow angle full cone sprays that rotate in multiple axes for complete and thorough 360° coverage and a non-lubricated air motor which allows for continuous and reliable operation. Cycle times can be achieved in less than 5 minutes with one full cycle completed every 16 revolutions. 

The TankJet M60 Mobile tank cleaner offers effective and efficient cleaning with no damage to the barrel toast. In addition, the tank cleaner is simple to use, easy to rebuild and is compatible with a wide range of pumps including pressure washers. Having a mobile tank cleaner like the TankJet M60 gives users the added benefit of being able to move the tank cleaner from one barrel or drum to the next with ease when required.

The tank cleaner is able to fit in openings as small as 1-3/4” (44.5 mm) and can be easily inserted in standard bunghole openings. The materials, which have direct contact with fluid include 316 stainless steel, carbon graphite PTFE-filled PEEK, EPDM and PTFE. 

Fruity, with a hint of gobbledygook: it’s time to give up on wine wankery

Barnyardy. Herbacious. Unctuous. Chewy. Hedonistic. Ponderous. Shallow. Backward. The wine industry has been using evocative descriptors to characterise the taste and aroma of its products for generations. But how does the industry justify such precise language to describe such a subjective experience?

Especially given empirical research, which has demonstrated that the average consumer struggles to recognise descriptions of the wine that experts identify on the label, it is likely the wine industry alienates consumers more than it attracts them.

Furthermore, although wine experts use a larger vocabulary to describe wine, and discriminate between two wines more effectively than novices, a body of evidence suggests that wine expertise is a questionable label with respect to the degree of rating variability in wine judging.

This plight of wine label irrelevance afflicting wine consumers is typically met with the response of a need for wine education, according to the wine sector. Is it that such consumers are simply out of touch with the wine industry, or is it that the wine industry is out of touch with itself?

We believe the evidence clearly points towards the latter. Welcome to the concept of Wine Wankery.

Previous studies (such as these, by Spawton, Hall & Winchester, and Geraghty & Torres) have suggested there are three to four types of wine consumer:

  1. Connoisseurs or enthusiasts – those who know a lot about wine
  2. Enjoyment-based or casual wine consumers – those who enjoy quaffing their wine and are not too fussed on impressing anyone with it
  3. Risk averse or value seeking wine consumers – those who do not know a lot about wine and look for special offers
  4. Image conscious or aspirational wine consumers – those who are not experts in wine and are insecure about their lack of knowledge.

While there is limited evidence on the proportions of the population that make up each of the above groups, the limited evidence available suggests that fewer than one in five wine drinkers are connoisseurs. It is clear that most wine drinkers are not particularly sophisticated, suggesting that overly complex wine labels are irrelevant to most of the market.

The reality of the market is that most wine consumers are likely to seek a more simple explanation of what they drink. Most people are interested in wine being cheap, and tasting reasonably good. The UK’s biggest selling wines are big brands, and these are mainly sold through the major supermarkets.

Brands such as Yellowtail, Jacob’s Creek and Hardy’s show that the majority of consumers are not into expensive wines nor are they enthusiastic oenologists. Moreover, consumer purchase patterns that hold true in FMCG (Fast Moving Consumer Goods) markets also hold true in those where consumers purchase wine. It may be a surprise to many that bulk wine brands are likely to get more consumer loyalty than boutique, expensive brands.

Given that wine operates in a market just like any other consumer product, why does this industry put so much effort into Wine Wankery?




When you read wine magazines or a wine industry journal, ironically much more page space is dedicated to the premium and boutique end of the market. This segment actually represents a disproportionately smaller portion of the wine market in sales volume.

The proportions vary by sales format, but somewhere between 1% and 20% of sales volume is attributed to the premium end of the market. On the other hand, the high volume brands get almost no coverage in wine magazines and journals, yet these brands are responsible for most of the sales. Most people appear happy to describe wine in one or two words. But those who write about wine need to fill space in a wine magazine, so two words isn’t nearly enough detail.

Perhaps wine that’s made to a formula is just not as sexy … Or is it simply that at the high volume end of the market, the consumer isn’t interested in wine descriptions? The appeal of wine is in its diversity and nuance, which attracts people to the category.


Ula Peiciute


Even across social media, the wine industry works toward the few customers who are enthusiasts or connoisseurs. This year, successful wine apps Vivino, and Delectable, which have millions of subscribers, began releasing data on users’ behaviours. Both of these apps use label recognition from the user’s phone to reveal information on the wine being photographed, as well as reviews from other users. These are game changer apps because the user doesn’t need to put the data in manually, unlike previous wine apps.

These millions of consumers may sound like a lot of users on which claims on wine market trends can be made. The problem with these app owners releasing data on their users’ behaviours is that their users aren’t “typical” wine consumers. A recent example from digital trends, on the Delectable app illustrates the situation.

If the industry was to use customer profiles and data on usage from these apps, it would be easy to believe that Growers Champagne and Loire Valley reds are the big trends in the wine market. Given that most subscribers on delectable reside in the US, you’d be forgiven for thinking that small producers of lesser-known wines were storming into households all over the country.

But, the latest Impact data on the US market shows that sweet red wines are still a fast-growing category, also that New Zealand Sauvignon blanc has grown almost 20% over the past year, and Prosecco sales being the big increase in the segment of foreign sparkling wine category.

What these results show is that these app users are more likely to resemble the small proportion of connoisseurs, and that any analysis from these apps will encourage the industry to be more out of touch with their assertions with respect to real wine drinkers.

Most consumers have probably had enough of wine wankery, and it’s probably time the wine industry got to terms with the fact it’s just another consumer product like any other.

The Conversation

Maxwell Winchester, Discipline Leader, Marketing , Victoria University and Damien Wilson, Programme Director, MSc in Wine Business, Burgundy School of Business

This article was originally published on The Conversation. Read the original article.