Alcoholic Drinks in Australia
Euromonitor International's Alcoholic Drinks in Australia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 161 | Publication date: Jan 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Government Initiatives Fail to Curb Growth in Alcohol Consumption
Consumption of alcoholic drinks in Australia continued to increase in 2007. Both the federal government and state governments have been actively involved in highlighting the harmful sides of alcohol consumption, with particular focus on binge drinking and underage drinking. The enormous growth in RTDs, which are almost entirely spirits-based, and the known very strong bias of RTDs towards younger drinkers, is further evidence that a key plank in the government message – that of responsible drinking and non-binge drinking by younger people – is simply not being heeded. RTDs recorded the strongest growth of all the main alcoholic drinks categories in 2007. With higher average alcohol content than standard beer, it seems self-evident that instead of curtailing their alcohol intake the younger generation is actually consuming more alcohol.
Alcohol Content of Beer Reaches a New Low
Low-alcohol beer in Australia is being increasingly rejected because of apparent consumer dissatisfaction with its quality, especially the flavour profiles. However, several trends and initiatives have emerged as major drivers of lower alcohol consumption associated with beer drinking. Mid-strength beer, which was quite popular in Queensland but virtually unknown elsewhere, has made strong inroads on a national basis, led by Carlton Mid Strength and VB Midstrength.
Specialisation Diminishes in Favour of Total Beverage Perspective
The key feature of the competitive environment within the Australian alcoholic drinks market is the extent to which major competitors are moving beyond traditional boundaries and reconsidering their scope to include all alcoholic beverages and, in some cases, non-alcoholic beverages. This, with one notable example, is also happening in reverse. Coca-Cola Amatil Ltd has made a preliminary foray into alcoholic drinks with strategic alliances to manufacture and distribute SABMiller beer brands locally.
The Many Ways to Market Are Becoming Fewer
The two biggest retailers in Australia, Coles Group Ltd and Woolworths Ltd, have significantly increased their shares of total off-premises sales in Australia. This has been achieved through systemic growth, new chain developments and acquisitions. It is foreseeable that some rationalisation will be required because both companies are now running up to five different retail names (chains) across the retail packaged alcoholic drinks market.
Increased Consumer Repertoire Is the Keynote Heading into the Forecast Period
Over the forecast period, alcoholic drinks will experience even greater diversification as the trends that exist currently are predicted to continue. At the forefront of growth will be RTDs. Beer, which was once seen as iconic within the Australian social fabric, is increasingly becoming part of a repertoire rather than the sole alcoholic drink of choice. Furthermore, beer sales are becoming increasingly diverse through premiumisation, the influx of local craft beers and segmentation centring around alcohol content and carbohydrate count. The traditional beer brands are under increasing threat and the brand owners are looking to new horizons to achieve growth and desired levels of profitability.
Table of contents
ALCOHOLIC DRINKS IN AUSTRALIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Government Initiatives Fail to Curb Growth in Alcohol Consumption
Alcohol Content of Beer Reaches a New Low
Specialisation Diminishes in Favour of Total Beverage Perspective
The Many Ways to Market Are Becoming Fewer
Increased Consumer Repertoire Is the Keynote Heading into the Forecast Period
KEY TRENDS AND DEVELOPMENTS
Health Conscious Trend Extends to Alcoholic Drinks
Premiumisation Continues: Consumers Willing to Pay More for the Experience
Binge-drinking Continues With Female Binge-Drinker Numbers on the Increase
Sponsorships Under Threat as Manufacturers Seek to Improve Financial Performance
Drinks Manufacturers Broaden Their Horizons
Specialist Retailers
Summary 1 Leading Specialist Retailers 2006
Market Merger and Acquisition Activity
Summary 2 Speculated Merger and Acquisition Activity 2006-2007
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2007
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2007
Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2007
Table 4 Selling Margin of a Typical Domestically Produced Wine Brand 2007
Table 5 Selling Margin of a Typical Imported Wine Brand 2007
Table 6 Selling Margin of a Typical Domestically Produced Spirits Brand 2007
Table 7 Selling Margin of a Typical Imported Spirits Brand 2007
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 8 Retail Consumer Expenditure on Alcoholic Drinks 2002-2007
MARKET DATA
Table 9 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007
Table 10 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007
Table 11 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007
Table 12 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Volume 2007
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Value 2007
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Volume 2007
Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Value 2007
Table 17 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006
Table 18 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007
Table 19 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012
Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012
Table 23 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012
DEFINITIONS
Summary 3 Research Sources
LOCAL COMPANY PROFILES - AUSTRALIA
CASELLA WINES PTY LTD - ALCOHOLIC DRINKS - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Casella Wines Pty Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 5 Casella Wines Pty Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 6 Casella Wines Pty Ltd: Competitive Position 2006
COOPERS BREWERY LTD - ALCOHOLIC DRINKS - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Coopers Brewery Ltd: Key Facts
Summary 8 Coopers Brewery Ltd: Operational Indicators 2005
COMPANY BACKGROUND
PRODUCTION
Summary 9 Coopers Brewery Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 10 Coopers Brewery Ltd: Competitive Position 2006
INDEPENDENT DISTILLERS (AUS) PTY LTD - ALCOHOLIC DRINKS - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Independent Distillers (Aus) Pty Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 12 Independent Distillers (Australia) Pty Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 13 Independent Distillers (Aus) Pty Ltd: Competitive Position 2006
LION NATHAN AUSTRALIA PTY LTD - ALCOHOLIC DRINKS - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Lion Nathan Australia Pty Ltd: Key Facts
Summary 15 Lion Nathan Australia Pty Ltd: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 16 Lion Nathan Australia Pty Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 17 Lion Nathan Australia Pty Ltd: Competitive Position 2006
MCGUIGAN SIMEON WINES LTD - ALCOHOLIC DRINKS - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 18 McGuigan Simeon Wines Ltd: Key Facts
Summary 19 McGuigan Simeon Wines Ltd: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 20 McGuigan Simeon Wines Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 21 McGuigan Simeon Wines Ltd: Competitive Position 2006
BEER IN AUSTRALIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager Price Band Methodology
Summary 22 Lager by Price Band 2007
Published Data Comparisons
SECTOR DATA
Table 24 Sales of Beer by Subsector: Total Volume 2002-2007
Table 25 Sales of Beer by Subsector: Total Value 2002-2007
Table 26 Sales of Beer by Subsector: % Total Volume Growth 2002-2007
Table 27 Sales of Beer by Subsector: % Total Value Growth 2002-2007
Table 28 Sales of Beer by On-trade vs Off-trade split: Volume 2002-2007
Table 29 Sales of Beer by On-trade vs Off-trade split: Value 2002-2007
Table 30 Sales of Beer by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 31 Sales of Beer by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 32 Beer: Production, Imports and Exports: Total Volume 2001-2006
Table 33 Beer Exports by Country of Destination: Total Volume 2001-2006
Table 34 Beer Exports by Country of Destination: Total Value 2001-2006
Table 35 Beer Imports by Country of Origin: Total Volume 2001-2006
Table 36 Beer Imports by Country of Origin: Total Value 2001-2006
Table 37 Company Shares of Beer by National Brand Owner 2002-2006
Table 38 Company Shares of Beer by Global Brand Owner 2002-2006
Table 39 Brand Shares of Beer 2003-2006
Table 40 Forecast Sales of Beer by Subsector: Total Volume 2007-2012
Table 41 Forecast Sales of Beer by Subsector: Total Value 2007-2012
Table 42 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012
Table 43 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012
CIDER/PERRY IN AUSTRALIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published Data Comparisons
SECTOR DATA
Table 44 Sales of Cider/Perry: Total Volume 2002-2007
Table 45 Sales of Cider/Perry: Total Value 2002-2007
Table 46 Sales of Cider/Perry: % Total Volume Growth 2002-2007
Table 47 Sales of Cider/Perry: % Total Value Growth 2002-2007
Table 48 On-trade vs Off-trade Sales of Cider/Perry: Volume 2002-2007
Table 49 On-trade vs Off-trade Sales of Cider/Perry: Value 2002-2007
Table 50 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2002-2007
Table 51 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2002-2007
Table 52 Company Shares of Cider/Perry by National Brand Owner 2002-2006
Table 53 Company Shares of Cider/Perry by Global Brand Owner 2002-2006
Table 54 Brand Shares of Cider/Perry 2003-2006
Table 55 Forecast Sales of Cider/Perry: Total Volume 2007-2012
Table 56 Forecast Sales of Cider/Perry: Total Value 2007-2012
Table 57 Forecast Sales of Cider/Perry: % Total Volume Growth 2007-2012
Table 58 Forecast Sales of Cider/Perry: % Total Value Growth 2007-2012
RTDS/HIGH-STRENGTH PREMIXES IN AUSTRALIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published Data Comparisons
SECTOR DATA
Table 59 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2002-2007
Table 60 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2002-2007
Table 61 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2002-2007
Table 62 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2002-2007
Table 63 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2002-2007
Table 64 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2002-2007
Table 65 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2002-2007
Table 66 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2002-2007
Table 67 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2002-2006
Table 68 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2002-2006
Table 69 Brand Shares of RTDS/High-strength Premixes 2003-2006
Table 70 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2007-2012
Table 71 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2007-2012
Table 72 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2007-2012
Table 73 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2007-2012
WINE IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published Data Comparisons
SECTOR DATA
Table 74 Sales of Wine by Subsector: Total Volume 2002-2007
Table 75 Sales of Wine by Subsector: Total Value 2002-2007
Table 76 Sales of Wine by Subsector: % Total Volume Growth 2002-2007
Table 77 Sales of Wine by Subsector: % Total Value Growth 2002-2007
Table 78 Sales of Wine by On-trade vs Off-trade Split: Volume 2002-2007
Table 79 Sales of Wine by On-trade vs Off-trade Split: Value 2002-2007
Table 80 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2002-2007
Table 81 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2002-2007
Table 82 Volume Sales of Still Red Wine by Price Segment 2004-2007
Table 83 Volume Sales of Still White Wine by Price Segment 2004-2007
Table 84 Volume Sales of Still Rosé Wine by Price Segment 2004-2007
Table 85 Volume Sales of Other Sparkling Wine by Price Segment 2004-2007
Table 86 Sales of Still Red Wine by Grape/Varietal Type 2004-2007
Table 87 Sales of Still White Wine by Grape/Varietal Type 2004-2007
Table 88 Sales of Still Rosé Wine by Grape/Varietal Type 2004-2007
Table 89 Sales of Still Red Wine by Quality Classification 2002-2007
Table 90 Sales of Still White Wine by Quality Classification 2002-2007
Table 91 Sales of Still Rosé Wine by Quality Classification 2002-2007
Table 92 Wine Production, Imports and Exports: Total Volume 2001-2006
Table 93 Wine Exports by Country of Destination: Total Volume 2001-2006
Table 94 Wine Exports by Country of Destination: Total Value 2001-2006
Table 95 Wine Imports by Country of Origin: Total Volume 2001-2006
Table 96 Wine Imports by Country of Origin: Total Value 2001-2006
Table 97 Company Shares of Still Light Grape Wine by National Brand Owner 2002-2006
Table 98 Company Shares of Still Light Grape Wine by Global Brand Owner 2002-2006
Table 99 Brand Shares of Still Light Grape Wine 2003-2006
Table 100 Company Shares of Champagne by National Brand Owner 2003-2006
Table 101 Company Shares of Champagne by Global Brand Owner 2003-2006
Table 102 Brand Shares of Champagne 2003-2006
Table 103 Company Shares of Other Sparkling Wine by National Brand Owner 2002-2006
Table 104 Company Shares of Other Sparkling Wine by Global Brand Owner 2002-2006
Table 105 Brand Shares of Other Sparkling Wine 2003-2006
Table 106 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2003-2006
Table 107 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2003-2006
Table 108 Brand Shares of Fortified Wine and Vermouth 2003-2006
Table 109 Forecast Sales of Wine by Subsector: Total Volume 2007-2012
Table 110 Forecast Sales of Wine by Subsector: Total Value 2007-2012
Table 111 Forecast Sales of Wine by Subsector: % Total Volume Growth 2007-2012
Table 112 Forecast Sales of Wine by Subsector: % Total Value Growth 2007-2012
SPIRITS IN AUSTRALIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, Gin and Other Blended Scotch Whisky Price Band Methodology
Summary 23 Benchmark Brands – Australia
Published Data Comparisons
SECTOR DATA
Table 113 Sales of Spirits by Subsector: Total Volume 2002-2007
Table 114 Sales of Spirits by Subsector: Total Value 2002-2007
Table 115 Sales of Spirits by Subsector: % Total Volume Growth 2002-2007
Table 116 Sales of Spirits by Subsector: % Total Value Growth 2002-2007
Table 117 Sales of Spirits by On-trade vs Off-trade split: Volume 2002-2007
Table 118 Sales of Spirits by On-trade vs Off-trade split: Value 2002-2007
Table 119 Sales of Spirits by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 120 Sales of Spirits by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 121 Sales of Blended Scotch Whisky by Premium/Super-premium Split 2004-2007
Table 122 Sales of Gin by Premium/Super-premium Split 2004-2007
Table 123 Sales of Vodka by Premium/Super-premium Split 2004-2007
Table 124 Sales of Flavoured vs Non-flavoured Vodka 2004-2007
Table 125 Spirits Production, Imports and Exports: Total Volume 2001-2006
Table 126 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2006
Table 127 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2006
Table 128 Vodka Production, Imports and Exports: Total Volume 2001-2006
Table 129 Gin Production, Imports and Exports: Total Volume 2001-2006
Table 130 Rum Production, Imports and Exports: Total Volume 2001-2006
Table 131 Liqueurs Production: Total Volume 2001-2006
Table 132 Company Shares of Spirits by National Brand Owner 2002-2006
Table 133 Company Shares of Spirits by Global Brand Owner 2002-2006
Table 134 Brand Shares of Spirits 2003-2006
Table 135 Forecast Sales of Spirits by Subsector: Total Volume 2007-2012
Table 136 Forecast Sales of Spirits by Subsector: Total Value 2007-2012
Table 137 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2007-2012
Table 138 Forecast Sales of Spirits by Subsector: % Total Value Growth 2007-2012