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: 159 | Publication date: Mar 2010
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
Volume sales of alcohol return to positive growth in 2009
Despite adverse impacts led by the introduction of the alcopops tax, volume growth returned to being positive in 2009. Although the alcopops tax has generally deterred consumers from consuming RTDs, these consumers have not entirely refrained from alcohol consumption. Instead, they switched to other product types, in particular spirits. In addition, as the economy gradually began to show more optimistic signs towards the latter end of 2009, consumers also gradually started to increase their willingness to indulge in alcohol consumption again more. As a result, volume growth of alcohol returned to positive territory in 2009.
“Alcopops” tax continues to change consumers’ consumption patterns
The Australian Federal Government has increased the tax on RTDs to the same level as that on spirits. RTDs had previously enjoyed a significantly lower rate of tax similar in application to the tax levels applicable to beer. The new tax, which is applied at a set rate on alcohol by volume, resulted in a substantial price increase across RTDs. This, in turn, caused a consumer backlash, which led to a major downturn in sales of RTDs and a corresponding increase in volume sales of alternative alcoholic drinks. Spirits were the main beneficiaries, but the after-effects have also been seen as a contributor to the upturn in beer volumes as well as a factor in the strong growth in cider.
Foster’s Australia Ltd increases volume share
Foster’s Australia Ltd is the leading national brand owner in the Australian alcoholic drinks market. The company also strengthened its position in 2009. This was achieved despite a decline in the company’s volume share in wine, due to its withdrawal from cask wine. Foster’s Australia Ltd holds a dominant share of cider, which, although still a rather small part of the alcoholic drinks market in Australia, has been widely reported as the fastest-growing alcohol product in Australia.
No foreseeable major change to distribution patterns
Liquor licensing laws in Australia, which are a State Government responsibility, currently serve to ensure that the vast majority of (off-trade) store-based alcoholic drink sales are through food/drink/tobacco specialists. Store-based retailing overwhelmingly dominates total off-trade sales, although minor growth in internet retailing has been seen. This, reportedly, is being driven by on-line wine auctions, a phenomenon that gathers some of its momentum from Australia’s growing wine surplus.
Alcoholic drinks to return to more normalised growth trend
Alcoholic drinks in Australia will achieve a rather more healthy average annual growth rate in the forecast period. The effects of the abrupt change in tax rates on RTDs, which led to a substantial mix change in the final year of the review period, reset the growth base from which a more normalised trend will emerge in the forecast period.
Table of contents
ALCOHOLIC DRINKS IN AUSTRALIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Volume sales of alcohol return to positive growth in 2009
“Alcopops” tax continues to change consumers’ consumption patterns
Foster’s Australia Ltd increases volume share
No foreseeable major change to distribution patterns
Alcoholic drinks to return to more normalised growth trend
KEY TRENDS AND DEVELOPMENTS
Retailer dominance extends to direct sourcing and importation
Alcohol content reduced to counter the impact of rising taxes
Premiumisation weakens in the global recession
Wineries seek new options to generate sales
Consumption patterns increasingly influenced by female consumers
Sustainability emerging as a key consideration in production and marketing
Distribution laws remain strict in Australia, boosting specialist retailers
Summary 1 Leading Specialist Retailers 2009
Market Merger and Acquisition Activity
Summary 2 Merger and Acquisition Activity 2008-2009
Summary 3 Speculated Merger and Acquisition Activity 2009-2010
MARKET BACKGROUND
Legislation
Table 1 Number of On-trade Establishments by Type 2004-2008
TAXATION AND DUTY LEVIES
Summary 4 Taxation and Duty Levies on Alcoholic Drinks 2009
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2009
Table 3 Selling Margin of a Typical Beer Brand 2009 - Victoria Bitter
Table 4 Selling Margin of a Typical Imported Wine Brand 2009 - Montana
Table 5 Selling Margin of a Typical Imported Wine Brand 2009 - Montana
Table 6 Selling Margin of a Typical Imported Spirit Brand 2009 - Jim Beam Kentucky Straight
Table 7 Selling Margin of a Typical Domestic Spirit Brand 2009 - Bundaberg Rum UP
OPERATING ENVIRONMENT
Contraband/Parallel Trade
MARKET INDICATORS
Table 8 Retail Consumer Expenditure on Alcoholic Drinks 2004-2009
MARKET DATA
Table 9 Sales of Alcoholic Drinks by Sector: Total Volume 2004-2009
Table 10 Sales of Alcoholic Drinks by Sector: Total Value 2004-2009
Table 11 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2004-2009
Table 12 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2004-2009
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2009
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2009
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2009
Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2009
Table 17 Company Shares of Alcoholic Drinks by Global Brand Owner 2005-2009
Table 18 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2009
Table 19 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2009
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2009-2014
Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2009-2014
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2009-2014
Table 23 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2009-2014
DEFINITIONS
Published data comparisons
Summary 5 Research Sources
LOCAL COMPANY PROFILES - AUSTRALIA
CASELLA WINES PTY LTD - ALCOHOLIC DRINKS - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Casella Wines Pty Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Casella Wines Pty Ltd: Competitive Position 2009
COOPERS BREWERY LTD - ALCOHOLIC DRINKS - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Coopers Brewery Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 9 Coopers Brewery Ltd: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 10 Coopers Brewery Ltd: Competitive Position 2009
DE BORTOLI WINES PTY LTD - ALCOHOLIC DRINKS - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 De Bortoli Wines Pty Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
INDEPENDENT DISTILLERS (AUS) PTY LTD - ALCOHOLIC DRINKS - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Independent Distillers (Aus) Pty Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 13 Independent Distillers (Aus) Pty Ltd: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 14 Independent Distillers (Aus) Pty Ltd: Competitive Position 2009
VOK BEVERAGES PTY LTD - ALCOHOLIC DRINKS - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Vok Beverages Pty Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Vok Beverages Pty Ltd: Competitive Position 2009
BEER IN AUSTRALIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 17 Lager by Price Band 2009
SECTOR DATA
Table 24 Sales of Beer by Subsector: Total Volume 2004-2009
Table 25 Sales of Beer by Subsector: Total Value 2004-2009
Table 26 Sales of Beer by Subsector: % Total Volume Growth 2004-2009
Table 27 Sales of Beer by Subsector: % Total Value Growth 2004-2009
Table 28 Sales of Beer by On-trade vs Off-trade Split: Volume 2004-2009
Table 29 Sales of Beer by On-trade vs Off-trade Split: Value 2004-2009
Table 30 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2004-2009
Table 31 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2004-2009
Table 32 Beer: Production, Imports and Exports: Total Volume 2003-2008
Table 33 Beer Exports by Country of Destination: Total Volume 2003-2008
Table 34 Beer Exports by Country of Destination: Total Value 2003-2008
Table 35 Beer Imports by Country of Origin: Total Volume 2003-2008
Table 36 Beer Imports by Country of Origin: Total Value 2003-2008
Table 37 Company Shares of Beer by National Brand Owner 2005-2009
Table 38 Company Shares of Beer by Global Brand Owner 2005-2009
Table 39 Brand Shares of Beer 2006-2009
Table 40 Forecast Sales of Beer by Subsector: Total Volume 2009-2014
Table 41 Forecast Sales of Beer by Subsector: Total Value 2009-2014
Table 42 Forecast Sales of Beer by Subsector: % Total Volume Growth 2009-2014
Table 43 Forecast Sales of Beer by Subsector: % Total Value Growth 2009-2014
CIDER/PERRY IN AUSTRALIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Cider/Perry: Total Volume 2004-2009
Table 45 Sales of Cider/Perry: Total Value 2004-2009
Table 46 Sales of Cider/Perry: % Total Volume Growth 2004-2009
Table 47 Sales of Cider/Perry: % Total Value Growth 2004-2009
Table 48 On-trade vs Off-trade Sales of Cider/Perry: Volume 2004-2009
Table 49 On-trade vs Off-trade Sales of Cider/Perry: Value 2004-2009
Table 50 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2004-2009
Table 51 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2004-2009
Table 52 Company Shares of Cider/Perry by National Brand Owner 2005-2009
Table 53 Company Shares of Cider/Perry by Global Brand Owner 2005-2009
Table 54 Brand Shares of Cider/Perry 2006-2009
Table 55 Forecast Sales of Cider/Perry: Total Volume 2009-2014
Table 56 Forecast Sales of Cider/Perry: Total Value 2009-2014
Table 57 Forecast Sales of Cider/Perry: % Total Volume Growth 2009-2014
Table 58 Forecast Sales of Cider/Perry: % Total Value Growth 2009-2014
RTDS/HIGH-STRENGTH PREMIXES IN AUSTRALIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 59 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2004-2009
Table 60 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2004-2009
Table 61 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2004-2009
Table 62 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2004-2009
Table 63 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2004-2009
Table 64 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2004-2009
Table 65 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2004-2009
Table 66 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2004-2009
Table 67 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2005-2009
Table 68 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2005-2009
Table 69 Brand Shares of RTDS/High-strength Premixes 2006-2009
Table 70 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2009-2014
Table 71 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2009-2014
Table 72 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2009-2014
Table 73 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2009-2014
WINE IN AUSTRALIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 74 Sales of Wine by Subsector: Total Volume 2004-2009
Table 75 Sales of Wine by Subsector: Total Value 2004-2009
Table 76 Sales of Wine by Subsector: % Total Volume Growth 2004-2009
Table 77 Sales of Wine by Subsector: % Total Value Growth 2004-2009
Table 78 Sales of Wine by On-trade vs Off-trade Split: Volume 2004-2009
Table 79 Sales of Wine by On-trade vs Off-trade Split: Value 2004-2009
Table 80 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2004-2009
Table 81 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2004-2009
Table 82 Volume Sales of Still Red Wine by Price Segment 2004-2009
Table 83 Volume Sales of Still White Wine by Price Segment 2004-2009
Table 84 Volume Sales of Still Rosé Wine by Price Segment 2004-2009
Table 85 Volume Sales of Other Sparkling Wine by Price Segment 2004-2009
Table 86 Sales of Still Red Wine by Grape/Varietal Type 2004-2009
Table 87 Sales of Still White Wine by Grape/Varietal Type 2004-2009
Table 88 Sales of Still Rosé Wine by Grape/Varietal Type 2004-2009
Table 89 Sales of Still Red Wine by Quality Classification 2004-2009
Table 90 Sales of Still White Wine by Quality Classification 2004-2009
Table 91 Sales of Still Rosé Wine by Quality Classification 2004-2009
Table 92 Wine Production, Imports and Exports: Total Volume 2003-2008
Table 93 Wine Exports by Country of Destination: Total Volume 2003-2008
Table 94 Wine Exports by Country of Destination: Total Value 2003-2008
Table 95 Wine Imports by Country of Origin: Total Volume 2003-2008
Table 96 Wine Imports by Country of Origin: Total Value 2003-2008
Table 97 Company Shares of Still Light Grape Wine by National Brand Owner 2005-2009
Table 98 Company Shares of Still Light Grape Wine by Global Brand Owner 2005-2009
Table 99 Brand Shares of Still Light Grape Wine 2006-2009
Table 100 Company Shares of Champagne by National Brand Owner 2005-2009
Table 101 Company Shares of Champagne by Global Brand Owner 2005-2009
Table 102 Brand Shares of Champagne 2006-2009
Table 103 Company Shares of Other Sparkling Wine by National Brand Owner 2005-2009
Table 104 Company Shares of Other Sparkling Wine by Global Brand Owner 2005-2009
Table 105 Brand Shares of Other Sparkling Wine 2006-2009
Table 106 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2005-2009
Table 107 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2005-2009
Table 108 Brand Shares of Fortified Wine and Vermouth 2006-2009
Table 109 Forecast Sales of Wine by Subsector: Total Volume 2009-2014
Table 110 Forecast Sales of Wine by Subsector: Total Value 2009-2014
Table 111 Forecast Sales of Wine by Subsector: % Total Volume Growth 2009-2014
Table 112 Forecast Sales of Wine by Subsector: % Total Value Growth 2009-2014
SPIRITS IN AUSTRALIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky price band methodology
SECTOR DATA
Table 113 Sales of Spirits by Subsector: Total Volume 2004-2009
Table 114 Sales of Spirits by Subsector: Total Value 2004-2009
Table 115 Sales of Spirits by Subsector: % Total Volume Growth 2004-2009
Table 116 Sales of Spirits by Subsector: % Total Value Growth 2004-2009
Table 117 Sales of Spirits by On-trade vs Off-trade Split: Volume 2004-2009
Table 118 Sales of Spirits by On-trade vs Off-trade Split: Value 2004-2009
Table 119 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2004-2009
Table 120 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2004-2009
Table 121 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2004-2009
Table 122 Sales of Gin by Premium/Super-premium Split 2004-2009
Table 123 Sales of Vodka by Premium/Super-premium Split 2004-2009
Table 124 Sales of Flavoured vs Non-flavoured Vodka 2004-2009
Table 125 Spirits Production, Imports and Exports: Total Volume 2003-2008
Table 126 Spirits Exports by Country of Destination: Total Volume 2003-2008
Table 127 Spirits Exports by Country of Destination: Total Value 2003-2008
Table 128 Spirits Imports by Country of Origin: Total Volume 2003-2008
Table 129 Spirits Imports by Country of Origin: Total Value 2003-2008
Table 130 Whisk(e)y Production, Imports and Exports: Total Volume 2003-2008
Table 131 Brandy & Cognac Production, Imports and Exports: Total Volume 2003-2008
Table 132 Vodka Production, Imports and Exports: Total Volume 2003-2008
Table 133 Gin Production, Imports and Exports: Total Volume 2003-2008
Table 134 Rum Production, Imports and Exports: Total Volume 2003-2008
Table 135 Liqueurs Production: Total Volume 2003-2008
Table 136 Company Shares of Spirits by National Brand Owner 2005-2009
Table 137 Company Shares of Spirits by Global Brand Owner 2005-2009
Table 138 Brand Shares of Spirits 2006-2009
Table 139 Forecast Sales of Spirits by Subsector: Total Volume 2009-2014
Table 140 Forecast Sales of Spirits by Subsector: Total Value 2009-2014
Table 141 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2009-2014
Table 142 Forecast Sales of Spirits by Subsector: % Total Value Growth 2009-2014