At-home mixology trends continued to drive record sales for gin in 2021. In particular, premium gin was booming as consumers continued to trade up, while super premium gin benefited further from the “support local” trend, given the plethora of locally-produced offers.
In 2021, cream-based liqueurs remained a strong performer as consumers searched for versatile and comforting drinks for their indulgent at-home cocktails and dessert trends. The lockdown pushed consumers to gravitate towards bolder and more indulgent flavours.
Bourbon/other US whiskey continued to record strong sales in 2021, driving overall growth within whiskies in Australia. Data from the Distilled Spirits Council of the United States showed exports to Australia grew by 13.
Both rum and tequila have benefited significantly from the at-home cocktail trend in Australia. With the closure of on-trade channels, consumers made their favourite cocktails at home, including the popular Margarita based on tequila.
Vodka remains a relatively large segment of spirits in Australia with accelerated growth in 2021 due to the at-home cocktail and mixology movement. The drink’s versatility as an “easy” base spirit for cocktails has helped it gain momentum, but it has also witnessed a strong premiumisation trend, suggesting that consumers were searching for higher quality flavours and provenance.
It is clear that the pandemic offered a boost to Australian spirits, due to premiumisation and “support local” trends. Many Australian brands of spirits were able to successfully shift their sales to off-trade and continued to invest in their online capabilities to capture at-home consumption.
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Understand the latest market trends and future growth opportunities for the Spirits industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Spirits
This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.
See All of Our DefinitionsThis report originates from Passport, our Spirits research and analysis database.
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