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Country Report

Alcoholic Drinks in

Alcoholic Drinks in Australia

May 2021

US$2,100

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

COVID-19 impact on alcoholic drinks

Total volume and value sales of alcoholic drinks saw decelerated growth in Australia as a result of the COVID-19 pandemic in 2020, with strong on-trade sales declines recorded across all categories. Although the country’s alcoholic drinks industry remained fully operational throughout the country’s lockdown period, which came into effect on the 25th of March, the entire Australian hospitality industry ground to a screeching halt overnight as social gatherings of more than two people were banned and all pubs, clubs, cafés and restaurants were required to remain closed, other than for takeaway orders.

COVID-19 country impact

At the beginning of March 2020, Australia declared that the outbreak of COVID-19 was a pandemic, resulting in major events being cancelled. Due to the lockdown regulations, businesses were forced into temporary closures and employees were asked to switch to remote working where possible.

Company response

Alcoholic drinks companies became more collaborative and resilient, as well as solution-focused during 2020. Some companies such as Lion Pty Ltd tackled the pandemic by ramping production in an ever-changing environment, while staying consumer focused.

Retailing shift

Australians increasingly purchased alcoholic drinks through the e-commerce channel in 2020 thanks to the increasing availability of stores’ online websites, fast delivery times and the expansion of alcohol delivery applications across the country such as Jimmy Brings, which was launched in Perth in late 2019. Consequently, e-commerce in the alcoholic drinks category experienced strong growth as a result of COVID-19, with the online sales of food/drink/tobacco specialists representing between six and 10% of total sales in 2020.

On-trade vs off-trade split

Due to restrictions put in place by the Australian government to curb the spread of COVID-19 foodservice outlets were closed for much of 2020 resulting in consumers purchasing alcoholic drinks off-trade. These restrictions had a significant impact on foodservice retailers with an estimated loss of 15% in on-trade volume sales across all alcoholic drinks.

What next for alcoholic drinks?

Australia’s alcoholic drinks industry is expected to continue recording positive sales growth over the forecast period, although on-trade sales for most categories are not expected to return to pre-COVID-19 levels before the end of 2022. Value growth is expected to outperform volume growth overall, a reflection of the ongoing premiumisation trend being seen across all categories as alcohol consumption habits become more sophisticated, especially in wine and spirits.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Alcoholic Drinks industry in Australia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Alcoholic Drinks industry in Australia, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Australia for free:

The Alcoholic Drinks in Australia market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Alcoholic Drinks in Australia?
What are the major brands in Australia?
Have there been any alcoholic drinks legislative changes over the past 12 months?
How is the alcoholic drinks industry affected by the recession?
What is consumed more; beer, wine or spirits?
What have been the key trends seen in new product developments?
Do alcoholic drinks consumers want value for money or added value?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

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Alcoholic Drinks in Australia

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Company response

Retailing shift

On-trade vs off-trade split

What next for alcoholic drinks?

Chart 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025
Chart 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025
Chart 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2017-2025
Chart 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2017-2025

MARKET BACKGROUND

Legislation

Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Summary 1 Number of On-trade Establishments by Type 2015-2020

TAXATION AND DUTY LEVIES

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2020

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

MARKET INDICATORS

Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2015-2020

MARKET DATA

Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2015-2020
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020
Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2020
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025

DISCLAIMER

SOURCES

Summary 3 Research Sources

Beer in Australia

KEY DATA FINDINGS

2020 IMPACT

Volume sales of beer remain flat, while non alcoholic beer grows in popularity in 2020

Beer seen as treat with craft beers emerging strongly in 2020

Great Northern Original Lager takes lead from XXXX Gold and Asahi Group completes acquisition of CUB in 2020

RECOVERY AND OPPORTUNITIES

Non alcoholic beer likely to be boosted by domestic tourism and time spent outdoors during the forecast period

Beer likely to see healthy volume sales growth over the forecast period

Despite growth of craft beers there is still a place for traditional European beers

CATEGORY BACKGROUND

Lager price band methodology

Summary 4 Lager by Price Band 2020
Table 17 Number of Breweries 2014-2020

CATEGORY DATA

Table 18 Sales of Beer by Category: Total Volume 2015-2020
Table 19 Sales of Beer by Category: Total Value 2015-2020
Table 20 Sales of Beer by Category: % Total Volume Growth 2015-2020
Table 21 Sales of Beer by Category: % Total Value Growth 2015-2020
Table 22 Sales of Beer by Off-trade vs On-trade: Volume 2015-2020
Table 23 Sales of Beer by Off-trade vs On-trade: Value 2015-2020
Table 24 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 25 Sales of Beer by Off-trade vs On-trade: % Value Growth 2015-2020
Table 26 Sales of Beer by Craft vs Standard 2015-2020
Table 27 GBO Company Shares of Beer: % Total Volume 2016-2020
Table 28 NBO Company Shares of Beer: % Total Volume 2016-2020
Table 29 LBN Brand Shares of Beer: % Total Volume 2017-2020
Table 30 Forecast Sales of Beer by Category: Total Volume 2020-2025
Table 31 Forecast Sales of Beer by Category: Total Value 2020-2025
Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2020-2025
Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2020-2025

Wine in Australia

KEY DATA FINDINGS

2020 IMPACT

Wine sales slow for various reasons including the pandemic in 2020

Champagne demand remains robust through specialists, whilst still rosé wine benefits from appeal of all thinks pink

Treasury Wines Estates generates strong sales growth in 2020

RECOVERY AND OPPORTUNITIES

Premiumisation trend set to continue over the forecast period as consumers are willing to experiment

Non alcoholic wine likely to grow exponentially during the forecast period

Brands will focus on building brand loyalty through sustainable practices during the forecast period

CATEGORY DATA

Table 34 Sales of Wine by Category: Total Volume 2015-2020
Table 35 Sales of Wine by Category: Total Value 2015-2020
Table 36 Sales of Wine by Category: % Total Volume Growth 2015-2020
Table 37 Sales of Wine by Category: % Total Value Growth 2015-2020
Table 38 Sales of Wine by Off-trade vs On-trade: Volume 2015-2020
Table 39 Sales of Wine by Off-trade vs On-trade: Value 2015-2020
Table 40 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 41 Sales of Wine by Off-trade vs On-trade: % Value Growth 2015-2020
Table 42 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2015-2020
Table 43 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2015-2020
Table 44 Sales of Still White Wine by Price Segment: % Off-trade Volume 2015-2020
Table 45 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2015-2020
Table 46 GBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020
Table 47 NBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020
Table 48 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2017-2020
Table 49 GBO Company Shares of Champagne: % Total Volume 2016-2020
Table 50 NBO Company Shares of Champagne: % Total Volume 2016-2020
Table 51 LBN Brand Shares of Champagne: % Total Volume 2017-2020
Table 52 GBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020
Table 53 NBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020
Table 54 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2017-2020
Table 55 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020
Table 56 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020
Table 57 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2017-2020
Table 58 GBO Company Shares of Non-grape Wine: % Total Volume 2016-2020
Table 59 NBO Company Shares of Non-grape Wine: % Total Volume 2016-2020
Table 60 LBN Brand Shares of Non-grape Wine: % Total Volume 2017-2020
Table 61 Forecast Sales of Wine by Category: Total Volume 2020-2025
Table 62 Forecast Sales of Wine by Category: Total Value 2020-2025
Table 63 Forecast Sales of Wine by Category: % Total Volume Growth 2020-2025
Table 64 Forecast Sales of Wine by Category: % Total Value Growth 2020-2025

Spirits in Australia

KEY DATA FINDINGS

2020 IMPACT

Spirits sales boosted by pandemic as consumers mix cocktails at home in 2020

Gin sees robust sales growth while Scotch whisky remains the largest category in 2020

Whisky players embrace online marketing initiatives in 2020

RECOVERY AND OPPORTUNITIES

Premiumisation and flavour exploration expected to be major selling points in the forecast period

Exploration of whisky and cocktails likely to increase during the forecast period

Vodka set to remain popular as younger demographic starts using it thanks to its versatility

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

Summary 5 Benchmark Brands 2020

CATEGORY DATA

Table 65 Sales of Spirits by Category: Total Volume 2015-2020
Table 66 Sales of Spirits by Category: Total Value 2015-2020
Table 67 Sales of Spirits by Category: % Total Volume Growth 2015-2020
Table 68 Sales of Spirits by Category: % Total Value Growth 2015-2020
Table 69 Sales of Spirits by Off-trade vs On-trade: Volume 2015-2020
Table 70 Sales of Spirits by Off-trade vs On-trade: Value 2015-2020
Table 71 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 72 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2015-2020
Table 73 Sales of Dark Rum by Price Platform: % Total Volume 2015-2020
Table 74 Sales of White Rum by Price Platform: % Total Volume 2015-2020
Table 75 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2015-2020
Table 76 Sales of English Gin by Price Platform: % Total Volume 2015-2020
Table 77 Sales of Vodka by Price Platform: % Total Volume 2015-2020
Table 78 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2015-2020
Table 79 GBO Company Shares of Spirits: % Total Volume 2016-2020
Table 80 NBO Company Shares of Spirits: % Total Volume 2016-2020
Table 81 LBN Brand Shares of Spirits: % Total Volume 2017-2020
Table 82 Forecast Sales of Spirits by Category: Total Volume 2020-2025
Table 83 Forecast Sales of Spirits by Category: Total Value 2020-2025
Table 84 Forecast Sales of Spirits by Category: % Total Volume Growth 2020-2025
Table 85 Forecast Sales of Spirits by Category: % Total Value Growth 2020-2025

Cider/Perry in Australia

KEY DATA FINDINGS

2020 IMPACT

Cider/perry hard hit by pandemic but players embracing innovation in 2020

Provenance becomes an important selling point in cider/perry in 2020

Asahi Group’s acquisition of CUB set to bring about major changes in cider/perry

RECOVERY AND OPPORTUNITIES

Cider/perry likely to see decline in demand, while players weigh towards developing export market

Packaging set for an upgrade to lure consumers during the forecast period

Provenance set to entice consumers to a more premium cider/perry during the forecast period

CATEGORY DATA

Table 86 Sales of Cider/Perry: Total Volume 2015-2020
Table 87 Sales of Cider/Perry: Total Value 2015-2020
Table 88 Sales of Cider/Perry: % Total Volume Growth 2015-2020
Table 89 Sales of Cider/Perry: % Total Value Growth 2015-2020
Table 90 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2015-2020
Table 91 Sales of Cider/Perry by Off-trade vs On-trade: Value 2015-2020
Table 92 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 93 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2015-2020
Table 94 GBO Company Shares of Cider/Perry: % Total Volume 2016-2020
Table 95 NBO Company Shares of Cider/Perry: % Total Volume 2016-2020
Table 96 LBN Brand Shares of Cider/Perry: % Total Volume 2017-2020
Table 97 Forecast Sales of Cider/Perry: Total Volume 2020-2025
Table 98 Forecast Sales of Cider/Perry: Total Value 2020-2025
Table 99 Forecast Sales of Cider/Perry: % Total Volume Growth 2020-2025
Table 100 Forecast Sales of Cider/Perry: % Total Value Growth 2020-2025

Rtds in Australia

KEY DATA FINDINGS

2020 IMPACT

Health and wellness trend becoming increasingly important in RTDs with new product innovation in 2020

Premiumisation emerging in RTDs in 2020

Hard seltzers the new name in the game but whisky-based RTDs continue to dominate in 2020

RECOVERY AND OPPORTUNITIES

RTDs set for healthy volume sales growth but consumers more interested in health and wellness-inspired products

Brands likely to modernise packaging during the forecast period

Innovation likely to be important during the forecast period as new brands enter the category

CATEGORY DATA

Table 101 Sales of RTDs by Category: Total Volume 2015-2020
Table 102 Sales of RTDs by Category: Total Value 2015-2020
Table 103 Sales of RTDs by Category: % Total Volume Growth 2015-2020
Table 104 Sales of RTDs by Category: % Total Value Growth 2015-2020
Table 105 Sales of RTDs by Off-trade vs On-trade: Volume 2015-2020
Table 106 Sales of RTDs by Off-trade vs On-trade: Value 2015-2020
Table 107 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 108 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2015-2020
Table 109 GBO Company Shares of RTDs: % Total Volume 2016-2020
Table 110 NBO Company Shares of RTDs: % Total Volume 2016-2020
Table 111 LBN Brand Shares of RTDs: % Total Volume 2017-2020
Table 112 Forecast Sales of RTDs by Category: Total Volume 2020-2025
Table 113 Forecast Sales of RTDs by Category: Total Value 2020-2025
Table 114 Forecast Sales of RTDs by Category: % Total Volume Growth 2020-2025
Table 115 Forecast Sales of RTDs by Category: % Total Value Growth 2020-2025

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Megatrends

Country Report

Alcoholic Drinks in Australia

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Company response

Retailing shift

On-trade vs off-trade split

What next for alcoholic drinks?

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Alcoholic Drinks in Australia

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Company response

Retailing shift

On-trade vs off-trade split

What next for alcoholic drinks?

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

MARKET INDICATORS

MARKET DATA

DISCLAIMER

SOURCES

Beer in Australia

KEY DATA FINDINGS

2020 IMPACT

Volume sales of beer remain flat, while non alcoholic beer grows in popularity in 2020

Beer seen as treat with craft beers emerging strongly in 2020

Great Northern Original Lager takes lead from XXXX Gold and Asahi Group completes acquisition of CUB in 2020

RECOVERY AND OPPORTUNITIES

Non alcoholic beer likely to be boosted by domestic tourism and time spent outdoors during the forecast period

Beer likely to see healthy volume sales growth over the forecast period

Despite growth of craft beers there is still a place for traditional European beers

CATEGORY BACKGROUND

Lager price band methodology

CATEGORY DATA

Wine in Australia

KEY DATA FINDINGS

2020 IMPACT

Wine sales slow for various reasons including the pandemic in 2020

Champagne demand remains robust through specialists, whilst still rosé wine benefits from appeal of all thinks pink

Treasury Wines Estates generates strong sales growth in 2020

RECOVERY AND OPPORTUNITIES

Premiumisation trend set to continue over the forecast period as consumers are willing to experiment

Non alcoholic wine likely to grow exponentially during the forecast period

Brands will focus on building brand loyalty through sustainable practices during the forecast period

CATEGORY DATA

Spirits in Australia

KEY DATA FINDINGS

2020 IMPACT

Spirits sales boosted by pandemic as consumers mix cocktails at home in 2020

Gin sees robust sales growth while Scotch whisky remains the largest category in 2020

Whisky players embrace online marketing initiatives in 2020

RECOVERY AND OPPORTUNITIES

Premiumisation and flavour exploration expected to be major selling points in the forecast period

Exploration of whisky and cocktails likely to increase during the forecast period

Vodka set to remain popular as younger demographic starts using it thanks to its versatility

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

CATEGORY DATA

Cider/Perry in Australia

KEY DATA FINDINGS

2020 IMPACT

Cider/perry hard hit by pandemic but players embracing innovation in 2020

Provenance becomes an important selling point in cider/perry in 2020