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REPORT CONFIRMS AUSTRALIAN CONSUMPTION AND PREMIUMISATION TREND
A new report has confirmed the trend which shows that while Australian
consumers are drinking less, the per capita spend on alcohol is increasing.
The Enhanced Media Metrics Australia (Emma) Alcoholic Beverages
Trends and Insights Report, found that half of people aged 18 years and
over say that they are drinking less now than they used to. The report
also highlighted the increased spend and move to premium beverages,
with the dollar value of liquor sales rising by 1.5 per cent in 2015.
“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.”
The report also highlighted that wine and beer remain Australia’s most
popular drinks. The report found that wine is the nation’s most popular
drink, although men up to the age of 65 prefer beer.
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.
White wine edges out red as the most consumed at 43 per cent of
adults, compared to 41 per cent, while 23 per cent enjoy sparkling wine
Perceptions of quality and value change as people age and the Emma
data shows that older people are more likely to believe that Australian
wine is better than that from overseas. They were also less likely to try
foreign beers, preferring home-grown brands.
NEW PREMIUM COLA
Popular mixer brand Fever-Tree has officially launched its cola into the
Australian market as a result of its global popularity and a successful soft
launch in Australia.
In April, Fever-Tree rolled out the cola to selected venues in NSW, Victoria
and Queensland and now acting Asia-Pacific Fever-Tree brand director, Andy
Gaunt, says the company sees a huge opportunity for the product in the
Australian market, citing the current premiumisation trend as an indicator.
“Whisky and Cola is the number one mixed drink in Australia, however
while the choice of premium whisky is vast, the choice of premium cola mixer
is not there. Customers don’t get a selection to choose from, with just one
major player in the market,” Gaunt said.
“At Fever-Tree we are committed to creating the best drink possible for
drinkers; our mixers are specifically designed to be mixed with high quality
spirits, and the cola is no exception. It brings a much more natural flavour to
a mixed drink and is the perfect balance between freshness and sweetness.”
Fever-Tree Cola is created using a blend of 11 hand-selected ingredients
from nine different geographical locations across the globe, including
Argentine lemons, Mexican creole lime, Indonesian ‘korintje’ cassia
cinnamon, fresh green ginger from the Ivory Coast and Madagascan vanilla.
Fever-Tree Cola is available in 200ml four-packs at leading liquor retailers
nationally and the launch marks Fever-Tree’s shift to the brown spirit space
during the colder months, with a collective focus on Ginger Beer, Ginger Ale
and Soda Water.
REGAL ROGUE SEEKS FUNDING ‘TO TAKE
ON GIN’ IN AUSTRALIA AND THE UK
Mark Ward, the founder of Regal
Rogue, has announced that he is
looking for investment in the brand as
he looks to establish it as “the world’s
drinking vermouth” and an alternative
Ward is looking for up to $850,000,
or £500,000, in equity and said that
the investment will support increased
production and strategic marketing
initiatives in the UK and Australia
where the aperitif occasion has become
a big part of the drinking culture.
“Since launching into the Australian
market in early 2012, Regal Rogue
has received multiple awards for the
incredible packaging design and liquid
and we’re now seeing the on- and off-
trade in both markets come back to the
brand as a drinking style,” Ward said.
“The category is evolving, supporting
our position to be ‘the world’s drinking
vermouth’ enjoyed as an alternative
between wine and gin and tonic because
at the end of the day, vermouth is a low
alcohol wine-based gin.”
He added: “Investment will support working capital for the imminent
bottling and targeted marketing initiatives with national groups to
continue to establish Regal Rogue as ‘the world’s drinking vermouth’ as
we roll from the UK summer into Australia.
“I am receptive to pure investment or investment partnerships to see
Regal Rogue truly achieve its global potential. We are only just scratching
the surface with the brand to date.”
Earlier this year, National Liquor News met with Ward, who said that
he was ready to shake up the Vermouth market and turn the category
“on its head”.
Ward also told National Liquor News: “We use 100 per cent
Australian wine. Fifty-five per cent of our cost is the wine, so we use
beautiful wine from some great regions, Semillon from the Hunter, Shiraz
is from the Barossa. We use native Australian herbs and spices and we
have on average about 30 per cent less sugar than vermouth. We don’t do
any wood aging, it’s all about being really natural and really clean.”
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