Differences in Wine Preferences Among Australian States – Testing the stereotypes


Stereotypes can be regarded as useful short summaries of a group’s characteristics, but they can also be misleading beliefs arising from an illusory correlation between a group and certain behaviours seen to be typical of that group. Relying on stereotypes that are inaccurate can restrict rather than enhance our knowledge and predictions; in a business context, this can be costly. Regardless of potential flaws with stereotypes, they can be deeply buried within a culture. In Australia, there are well-known stereotypes based on State differences, including those within the wine industry. The stereotype that Victorians are parochial about wine choices is an example. Are such stereotypes useful? In this paper we report on similarities and differences across Australian States and territories in terms of people’s attitudes, beliefs and behaviours regarding wine consumption. Our findings suggest that removing some stereotypes will substantially reduce business spending on wine market research across Australia.


Saliba, A. J., Thomas, J. B., & Moran, C. C. (2010). Differences in Wine Preferences Among Australian States – Testing the stereotypes. Australian and New Zealand Wine Industry Journal, 25(2), 66–70.