Alcoholic Drinks in Australia

May 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Beer
  • Wine
  • Spirits
  • Cider and Perry
  • RTDs

If you're in the Alcoholic Drinks industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty

The Alcoholic Drinks in Australia report includes:

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

This report answers:

  • What is the market size of Alcoholic Drinks in Australia?
  • Where is consumer demand for Alcoholic Drinks focussed?
  • Which is being consumed more; beer, wine or spirits?
  • Where is demand growing? Stagnating?
  • How is the operating environment for alcoholic drinks changing?
  • Which are the leading brands in Australia?
  • How are products distributed in Australia?
  • What are the key trends in new product development?
  • Do consumers want value for money or added value?
  • How will macroeconomic context and shifting cultural values shape future growth?
  • How will COVID-19 and recession impact the alcoholic drinks industry?
  • Where is future growth expected to be most dynamic?

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
The following categories and subcategories are included:

Alcoholic Drinks

      • Ale
      • Sorghum
      • Weissbier/Weizen/Wheat Beer
      • Flavoured/Mixed Lager
          • Domestic Premium Lager
          • Imported Premium Lager
          • Domestic Mid-Priced Lager
          • Imported Mid-Priced Lager
          • Domestic Economy Lager
          • Imported Economy Lager
          • Domestic Premium Lager
          • Domestic Mid-Priced Lager
          • Domestic Economy Lager
          • Imported Premium Lager
          • Imported Mid-Priced Lager
          • Imported Economy Lager
      • Low Alcohol Beer
      • Non Alcoholic Beer
    • Stout
  • Cider/Perry
    • Malt-based RTDs
    • Spirit-based RTDs
    • Wine-based RTDs
    • Other RTDs
      • Brandy
      • Cognac
      • Bitters
      • Cream-based Liqueurs
      • Other Liqueurs
    • Non Alcoholic Spirits
        • Prestige Dark Rum
        • Ultra Premium Dark Rum
        • Super Premium Dark Rum
        • Premium Dark Rum
        • Standard Dark Rum
        • Economy Dark Rum
        • Prestige White Rum
        • Ultra Premium White Rum
        • Super Premium White Rum
        • Premium White Rum
        • Standard White Rum
        • Economy White Rum
    • Tequila (and Mezcal)
      • Bourbon/Other US Whiskey
      • Canadian Whisky
      • Irish Whiskey
      • Japanese Whisky
        • Blended Malt Scotch Whisky
          • Prestige Other Blended Scotch Whisky
          • Ultra Premium Other Blended Scotch Whisky
          • Super Premium Other Blended Scotch Whisky
          • Premium Other Blended Scotch Whisky
          • Standard Other Blended Scotch Whisky
          • Economy Other Blended Scotch Whisky
      • Single Grain Scotch Whisky
      • Single Malt Scotch Whisky
      • Other Whiskies
          • Prestige English Gin
          • Ultra Premium English Gin
          • Super Premium English Gin
          • Premium English Gin
          • Standard English Gin
          • Economy English Gin
        • Dutch Gin
        • Prestige Vodka
        • Ultra Premium Vodka
        • Super Premium Vodka
        • Premium Vodka
        • Standard Vodka
        • Economy Vodka
      • Absinthe
      • Ad-Mix Brandy
      • Ad-Mix Gin
      • Ad-Mix Rum
      • Ad-Mix Vodka
      • Ad-Mix Whisky
      • Aguardente/Aguardiente
      • Akvavit/Aquavit
      • Aniseed-Flavoured Spirits
      • Borovicka
      • Boukha
      • Brandy Type Distilled Spirits
      • Cachaça
      • Calvados
      • Cane
      • Chacha
      • Charanda
      • Chinese Herbal Spirits
      • Chinese Spirits
      • Cut Brandy
      • Distilled Fruit Spirits
      • Domestic Brandy
      • Domestic Rum
      • Doppelkorn
      • Economy Chinese Spirits
      • Flavoured Spirits
      • Flavoured Vodka-based Drinks
      • Fynbos gin/Local Gin
      • Gin-flavoured spirits
      • Goldbrand/Goldkrone
      • Grappa
      • Grappamiel
      • Guaro
      • Kirsch
      • Komovica
      • Korn
      • Lambanog
      • Limoncello
      • Local White Spirits
      • Lower Mid-Range Chinese Spirits
      • Lozovaca
      • Maesilju
      • Mahia Rabi Amrane
      • Mead
      • Mixed Spirits
      • Nalivka/Nalewka
      • Nastoyka
      • Nastoyka Gorkaya
      • National Specialities
      • Obstbrände
      • Ouzo
      • Pacharán
      • Palinca/Pálinka
      • Pear and Apple Distillates
      • Pisco
      • Premium Chinese Spirits
      • Prune
      • Punsch
      • Rachiu/Rakija
      • Rum-Flavoured Spirits
      • Samane
      • Sambuca
      • Samsu
      • Schnapps
      • Shochu/Soju
      • Singani
      • Sljivovica/Slivovice
      • Steinhäeger
      • Strong African Spirits
      • Super Premium Chinese Spirits
      • Sura Khao
      • Tequila Flavoured Spirits
      • Travarica
      • Tsipouro
      • Upper Mid-Range Chinese Spirits
      • Vieux
      • Viina
      • Vodka Type Distilled Spirits
      • Other Distilled Beverages
      • Port
      • Sherry
      • Vermouth
      • Other Fortified Wine
      • Apple Wine
      • Bokbunjaju
      • Cheongju
      • Chinese Wine
      • Economy Rice Wine
      • Fortified Fruit Wine
      • Fruit and Berry Wine
      • Fruit and Herbal Wine
      • Fruit and Honey based Wine
      • Fruit Wine
      • Local Non-Grape Wine
      • Lower Mid-Range Rice Wine
      • Non-Grape Dessert Wine
      • Premium Rice Wine
      • Rice Wine
      • Sake
      • Takju
      • Upper Mid-Range Rice Wine
      • Yakju
      • Yellow Wine
      • Other Non-Grape Wine
      • Champagne
      • Other Sparkling Wine
      • Still Red Wine
      • Still Rosé Wine
      • Still White Wine

Alcoholic Drinks

Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.

See All of Our Definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.

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