Drink Up! – Australians are drinking less but better

Distilling Australians’ tastes, consumption and attitudes towards alcohol

27th June 2016

Australians are drinking less but better with our per capita spend on alcohol rising as we seek out more premium alcoholic beverages, according to a new report released today.

The emmaTM Alcoholic Beverages Trends & Insights Report found that half of people aged 18 years and over say they are drinking less now than they used to. There is also a move to premium beverages which means Australians are spending more on their favourite drink.

Australia is an overwhelmingly wine and beer drinking nation. Wine is our most popular drink, although men up to age 65 prefer beer, the emma data has found. Cider is our third most popular drink, followed by scotch or whiskey, with other varieties well behind. Women opt for wine more than twice as often as other drinks, whereas men are more varied in their consumption patterns.

“Alcohol is still very much part of Australian culture, with three quarters of adult men and women consuming an alcoholic beverage in the past four weeks. Alcohol also features heavily in people’s social lives with the majority preferring to drink with friends,” Ipsos Connect Executive Director – emma Jane Nicholls said.

“The trend towards ‘drinking better’ offers growth opportunities to premium brands that can tap into the mindset of these consumers. The move by Australians towards more premium beverages and spending more as a result, underscores the importance of effective brand positioning and marketing.”

According to Ipsos’s consumer segmentation, there are four key segments that represent 35% of Australia’s adult population who are the most likely to drink any alcohol more than once a week. They are the ‘Educated Ambition’ (highest earners and most educated), ‘Social Creatives’ (young, affluent urbanites), ‘Serene Seclusion’ (people at or near retirement living in regional and rural areas) and ‘Conscientious Consumption’ (middle and upper class families) segments.

Enjoy the report. To arrange a detailed, free presentation of emma data customised for your brand contact Brian Hogan, Ipsos Head of Business Development on 02 9900 5116 or brian.hogan@ipsos.com

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