SUBSCRIBE

Breaking News on Beverage Technology & Markets

Niche Markets > Beer

Tipple trends: Aussie grog consumption stays static

Post a commentBy RJ Whitehead , 16-Dec-2016

© iStock
© iStock

Australia may be best known as a nation of beer drinkers, yet still more than a quarter of the country’s adults consume spirits at least once every month.

Consumed by 45% of Australians, wine remains the country’s most popular beverage, followed by the 39% who drink beer. Spirits came third in the survey, by Roy Morgan Research, drunk by 26% of Australians, or nearly 5m people. 

Its latest market research findings also suggest that overall alcohol consumption has been relatively stable over the past few years: currently, 70% of the adult population enjoy at least one tipple a month—just as they did in 2012.  

While spirits consumption is nowhere near as male-dominated as beer, men are more likely than women to partake in the hard stuff by a ratio of three-to-two.

But when comparing individual types of spirits, this male skew appears due to the overwhelming popularity of whisky, bourbon and rum among Aussie men. Typical white spirits, on the other hand, are consumed by more women than men.   

Gender is just one factor influencing a person’s decision to consume spirits. Roy Morgan’s Liquor Currency report for September 2016 showed that age also played a role, with spirits consumption most widespread among young drinkers under 34. 

Consumption falls off among older age groups, bottoming out at 21% among the 50-plus, though this varies depending on the spirit. 

Alcohol drinkers are a diverse bunch, with a person’s liquor consumption often linked to their age, gender, socio-economic scale, ethnic background, attitudes and even state of residence. Even within a category, such as spirits, there can be considerable variation,” said Norman Morris of Roy Morgan Research. 

Although wine and beer are consumed in much larger volumes by many more Australians, spirits are still an important category in the liquor market. And at special times of year, such as the Christmas-New Year period, liquor retailers can expect a surge in sales of these beverages, with customers buying them as gifts or for their festive celebrations.”

The survey also found that bourbon drinkers were four times more likely to prefer pre-mixed spirits to their conventional format than those who drink gin. Moreover, they are also most likely to believe that pre-mixed spirits are good value for money.

This is good news for pre-mix manufacturers, many of which use bourbon and American whiskey in their products,” Morris added.

Post a comment

Comment title *
Your comment *
Your name *
Your email *

We will not publish your email on the site

I agree to Terms and Conditions

These comments have not been moderated. You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment. Any comment that violates these terms may be removed in its entirety as we do not edit comments. If you wish to complain about a comment please use the "REPORT ABUSE" button or contact the editors.

Key Industry Events

 

Access all events listing

Our events, Shows & Conferences...