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.

Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes including on-trade and off-trade, company and brand shares, distribution and pricing data.

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

Continued growth despite government campaigns

Alcoholic drinks saw good total volume growth ahead of population growth during the review period. This was despite concerted efforts by the government to highlight the potential damage caused by excessive alcohol consumption and to prevent binge drinking. Growth was due to a focus on more informal socialising at home, with barbecues and parties generally accompanied by drinking. Growth was also due to a widening consumer base, with more young consumers and women drinking. For much of the review period, growth was also underpinned by good economic growth, with rising income levels encouraging consumers to spend more on socialising with friends and on indulgences such as alcoholic drinks.

Growing interest in lighter flavours and lower-alcohol drinks

There was growing interest in lighter alcoholic drinks seen towards the end of the review period. Consequently, mid-strength beer gained share within beer, with this offering lower alcohol content and often a lower-carbohydrate level. Within wine, white wine, sparkling wine and rosé gained share, while vodka proved the most dynamic product area in spirits. Consumers are seeking light, refreshing alcoholic drinks, with these also often benefiting from health concerns. Paler drinks and lower-alcohol drinks are associated with less severe hangovers and thus viewed as healthier.

Review period consolidation reflected in strong leaders

Alcoholic drinks was led by two strong players in 2007, with Carlton & United Beverages Ltd and Lion Nathan Australia Pty Ltd having a dominant total volume share. These players benefited from numerous acquisitions during the review period, with Lion Nathan expected to see further share gain in 2008 following its acquisition of third-ranked Boag & Son Brewing Ltd. However, there are also numerous smaller players, particularly in wine with over 2,000 wineries present in the country by the end of the review period.

Little change in strongly-controlled distribution

The distribution of alcoholic drinks is tightly controlled in Australia, with only specialist licensed retailers permitted to sell these products. Consequently, close to all sales of alcoholic drinks are via this channel. However, there is also a small presence for direct selling in wine.

Good growth ahead with further premiumisation

The forecast period is expected to see continued strong growth for alcoholic drinks. Growth is expected to be driven by premiumisation, with premium lager notably driving growth. Within wine, champagne is expected to see the strongest growth, albeit from a low niche, while premium spirit brands are expected to see growing interest in spirits and RTDs/high-strength premixes alike. This premiumisation is expected to continue despite the global economic recession expected in the first half of the forecast period, with consumers viewing good quality alcoholic drinks as an affordable indulgence.

Table of contents

ALCOHOLIC DRINKS IN AUSTRALIA : MARKET INSIGHT

EXECUTIVE SUMMARY

Continued growth despite government campaigns

Growing interest in lighter flavours and lower-alcohol drinks

Review period consolidation reflected in strong leaders

Little change in strongly-controlled distribution

Good growth ahead with further premiumisation

KEY TRENDS AND DEVELOPMENTS

Economic growth comes to an end

Concerns about alcohol abuse continue

Health and wellness shapes growth

Sales dominated by domestic players

Specialist retailers dominate sales

Summary 1 Leading Specialist Retailers 2008

Market merger and acquisition activity

Summary 2 Speculated Merger and Acquisition Activity 2009-2010

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

Table 1 Taxation and Duty Levies on Alcoholic Drinks 2008

Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008

Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2008

Table 4 Selling Margin of a Typical Domestically Produced Wine Brand 2008

Table 5 Selling Margin of a Typical Imported Wine Brand 2008

Table 6 Selling Margin of a Typical Domestically Produced Spirits Brand 2008

Table 7 Selling Margin of a Typical Imported Spirits Brand 2008

OPERATING ENVIRONMENT

Contraband/Parallel Trade

Duty Free

Cross-border/Private imports

MARKET INDICATORS

Table 8 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008

MARKET DATA

Table 9 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008

Table 10 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008

Table 11 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008

Table 12 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008

Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008

Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008

Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008

Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008

Table 17 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007

Table 18 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008

Table 19 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008

Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013

Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013

Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013

Table 23 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013

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

Summary 5 Casella Wines Pty Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 6 Casella Wines Pty Ltd: Competitive Position 2007

COOPERS BREWERY LTD - ALCOHOLIC DRINKS - AUSTRALIA

STRATEGIC DIRECTION

KEY FACTS

Summary 7 Coopers Brewery Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 8 Coopers Brewery Ltd: Competitive Position 2007

INDEPENDENT DISTILLERS (AUS) PTY LTD - ALCOHOLIC DRINKS - AUSTRALIA

STRATEGIC DIRECTION

KEY FACTS

Summary 9 Independent Distillers (Aus) Pty Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 10 Independent Distillers (Aus) Pty Ltd: Competitive Position 2007

LION NATHAN AUSTRALIA PTY LTD - ALCOHOLIC DRINKS - AUSTRALIA

STRATEGIC DIRECTION

KEY FACTS

Summary 11 Lion Nathan Australia Pty Ltd: Key Facts

Summary 12 Lion Nathan Australia Pty Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 13 Lion Nathan Australia Pty Ltd: Competitive Position 2007

MCGUIGAN SIMEON WINES LTD - ALCOHOLIC DRINKS - AUSTRALIA

STRATEGIC DIRECTION

KEY FACTS

Summary 14 McGuigan Simeon Wines Ltd: Key Facts

Summary 15 McGuigan Simeon Wines Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 16 McGuigan Simeon Wines Ltd: Competitive Position 2007

BEER IN AUSTRALIA

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Lager price band methodology

Summary 17 Lager by Price Band 2008

Published data comparisons

SECTOR DATA

Table 24 Sales of Beer by Subsector: Total Volume 2003-2008

Table 25 Sales of Beer by Subsector: Total Value 2003-2008

Table 26 Sales of Beer by Subsector: % Total Volume Growth 2003-2008

Table 27 Sales of Beer by Subsector: % Total Value Growth 2003-2008

Table 28 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008

Table 29 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008

Table 30 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008

Table 31 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008

Table 32 Beer: Production, Imports and Exports: Total Volume 2002-2007

Table 33 Beer Exports by Country of Destination: Total Volume 2002-2007

Table 34 Beer Exports by Country of Destination: Total Value 2002-2007

Table 35 Beer Imports by Country of Origin: Total Volume 2002-2007

Table 36 Beer Imports by Country of Origin: Total Value 2002-2007

Table 37 Company Shares of Beer by National Brand Owner 2003-2007

Table 38 Company Shares of Beer by Global Brand Owner 2003-2007

Table 39 Brand Shares of Beer 2004-2007

Table 40 Forecast Sales of Beer by Subsector: Total Volume 2008-2013

Table 41 Forecast Sales of Beer by Subsector: Total Value 2008-2013

Table 42 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013

Table 43 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013

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 2003-2008

Table 45 Sales of Cider/Perry: Total Value 2003-2008

Table 46 Sales of Cider/Perry: % Total Volume Growth 2003-2008

Table 47 Sales of Cider/Perry: % Total Value Growth 2003-2008

Table 48 On-trade vs Off-trade Sales of Cider/Perry: Volume 2003-2008

Table 49 On-trade vs Off-trade Sales of Cider/Perry: Value 2003-2008

Table 50 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2003-2008

Table 51 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2003-2008

Table 52 Company Shares of Cider/Perry by National Brand Owner 2003-2007

Table 53 Company Shares of Cider/Perry by Global Brand Owner 2003-2007

Table 54 Brand Shares of Cider/Perry 2004-2007

Table 55 Forecast Sales of Cider/Perry: Total Volume 2008-2013

Table 56 Forecast Sales of Cider/Perry: Total Value 2008-2013

Table 57 Forecast Sales of Cider/Perry: % Total Volume Growth 2008-2013

Table 58 Forecast Sales of Cider/Perry: % Total Value Growth 2008-2013

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 2003-2008

Table 60 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008

Table 61 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008

Table 62 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008

Table 63 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008

Table 64 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008

Table 65 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008

Table 66 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008

Table 67 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007

Table 68 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007

Table 69 Brand Shares of RTDS/High-strength Premixes 2004-2007

Table 70 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013

Table 71 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013

Table 72 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013

Table 73 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013

WINE IN AUSTRALIA

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

Published data comparisons

SECTOR DATA

Table 74 Sales of Wine by Subsector: Total Volume 2003-2008

Table 75 Sales of Wine by Subsector: Total Value 2003-2008

Table 76 Sales of Wine by Subsector: % Total Volume Growth 2003-2008

Table 77 Sales of Wine by Subsector: % Total Value Growth 2003-2008

Table 78 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008

Table 79 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008

Table 80 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008

Table 81 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008

Table 82 Volume Sales of Still Red Wine by Price Segment 2003-2008

Table 83 Volume Sales of Still White Wine by Price Segment 2003-2008

Table 84 Volume Sales of Still Rosé Wine by Price Segment 2003-2008

Table 85 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008

Table 86 Sales of Still Red Wine by Grape/Varietal Type 2003-2008

Table 87 Sales of Still White Wine by Grape/Varietal Type 2003-2008

Table 88 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008

Table 89 Sales of Still Red Wine by Quality Classification 2003-2008

Table 90 Sales of Still White Wine by Quality Classification 2003-2008

Table 91 Sales of Still Rosé Wine by Quality Classification 2003-2008

Table 92 Wine Production, Imports and Exports: Total Volume 2002-2007

Table 93 Wine Exports by Country of Destination: Total Volume 2002-2007

Table 94 Wine Exports by Country of Destination: Total Value 2002-2007

Table 95 Wine Imports by Country of Origin: Total Volume 2002-2007

Table 96 Wine Imports by Country of Origin: Total Value 2002-2007

Table 97 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007

Table 98 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007

Table 99 Brand Shares of Still Light Grape Wine 2004-2007

Table 100 Company Shares of Champagne by National Brand Owner 2004-2007

Table 101 Company Shares of Champagne by Global Brand Owner 2004-2007

Table 102 Brand Shares of Champagne 2004-2007

Table 103 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007

Table 104 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007

Table 105 Brand Shares of Other Sparkling Wine 2004-2007

Table 106 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007

Table 107 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007

Table 108 Brand Shares of Fortified Wine and Vermouth 2004-2007

Table 109 Forecast Sales of Wine by Subsector: Total Volume 2008-2013

Table 110 Forecast Sales of Wine by Subsector: Total Value 2008-2013

Table 111 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013

Table 112 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013

SPIRITS IN AUSTRALIA

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Vodka, gin and other blended Scotch whisky Price band methodology

Published data comparisons

SECTOR DATA

Table 113 Sales of Spirits by Subsector: Total Volume 2003-2008

Table 114 Sales of Spirits by Subsector: Total Value 2003-2008

Table 115 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008

Table 116 Sales of Spirits by Subsector: % Total Value Growth 2003-2008

Table 117 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008

Table 118 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008

Table 119 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008

Table 120 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008

Table 121 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2003-2008

Table 122 Sales of Gin by Premium/Super-premium Split 2003-2008

Table 123 Sales of Vodka by Premium/Super-premium Split 2003-2008

Table 124 Sales of Flavoured vs Non-flavoured Vodka 2003-2008

Table 125 Spirits Production, Imports and Exports: Total Volume 2002-2007

Table 126 Spirits Exports by Country of Destination: Total Volume 2002-2007

Table 127 Spirits Exports by Country of Destination: Total Value 2002-2007

Table 128 Spirits Imports by Country of Origin: Total Volume 2002-2007

Table 129 Spirits Imports by Country of Origin: Total Value 2002-2007

Table 130 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007

Table 131 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007

Table 132 Vodka Production, Imports and Exports: Total Volume 2002-2007

Table 133 Gin Production, Imports and Exports: Total Volume 2002-2007

Table 134 Rum Production, Imports and Exports: Total Volume 2002-2007

Table 135 Liqueurs Production: Total Volume 2002-2007

Table 136 Company Shares of Spirits by National Brand Owner 2003-2007

Table 137 Company Shares of Spirits by Global Brand Owner 2003-2007

Table 138 Brand Shares of Spirits 2004-2007

Table 139 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013

Table 140 Forecast Sales of Spirits by Subsector: Total Value 2008-2013

Table 141 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013

Table 142 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013