The closure of pubs and bars in Q3 2021, especially in the country’s two most populous states (NSW and Victoria), negatively impacted on-trade sales of beer. Australia’s second-largest city, Melbourne, was the most heavily locked-down city in the world, leading to widespread limits on movement and the closure of on-trade outlets.
With the closure of bars and pubs, Australians returned to classic lagers and trusted traditional brands with which they are most familiar, such as Victoria Bitter and Carlton Draught. Consumers looked for comfort in familiarity during a difficult period as a result of the pandemic, when lifestyles were radically changing.
Non/low alcohol beer through off-trade remained a dynamic performer within overall beer in 2021, as consumers continued to moderate their alcohol intake. Great Northern Super Crisp, one of the leading brands of non/low alcohol beer in Australia, is a mid-strength option and recorded another year of double-digit volume growth in 2021.
Despite a boost during the pandemic, the long-term consumption of traditional full-strength beer is on the wane in Australia. Consumers are drinking less but better, with premiumisation and health trends to the fore.
Non-alcoholic beer is set to gain further popularity over the forecast period, with predictions for a double-digit total volume CAGR. Whilst initially positioned towards drivers, young adults are also a key target audience.
Demand for ale is expected to continuing growing over the forecast period. According to a survey by retailer Beer Cartel, pale ales/XPAs and India pale ales/double IPAs remain Australia's most consumed craft beer styles by a significant margin.
The pandemic has accelerated online sales whether direct-to-consumer or through click-and-collect services, a trend that will continue to grow. Given the slow return to on-trade, delivery services will have further room to expand.
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Beer
An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.
See All of Our DefinitionsThis report originates from Passport, our Beer research and analysis database.
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