Home' National Liquor News : NLN MAR 2018 Contents IRI OVERVIEW
AFTER ANOTHER STRONG YEAR OF GROWTH, IRI – A LEADER IN DELIVERING MARKET, CONSUMER AND SHOPPER
INFORMATION – HIGHLIGHTS SOME OF THE KEY FACTS AND FIGURES FROM ITS DATA ON THE AUSTRALIAN
PACKAGED LIQUOR RETAIL SECTOR TO JANUARY 2018.
RI’s MarketEdge enables the industry
to measure market performance using a
comprehensive, and easy to use service.
This information is used across the
industry and is based on actual sales data
from Australia’s off-premise liquor market.
As well as providing industry with up-
to-date, month-by-month and year-by-year
statistical information and details of brand,
segment, category and overall sector value
and volume movement, the IRI data forms
the basis of the State of the Industry Report,
which IRI produces in partnership with the
Australian Liquor Stores Association (ALSA).
With the third annual IRI-ALSA State of
the Industry Report released in Canberra at
the end of March, here’s a look at some of the
key industry facts from 2017 that IRI’s data
has thrown up.
Once again the total value of the packaged
liquor market saw growth in 2017, and was up
to $17.4bn, which represents a $554m increase
on 2016. The growth was driven by increases
in the beer, wine, spirit and RTD categories.
Those figures represent value growth of 3.4 per
cent, and volume growth of 1.1 per cent.
The powerhouse of the off-premise market
remains beer in terms of overall size, and also
in terms of driving much of the growth seen
in the Australian off-premise liquor sector
in 2017. Beer saw $226m worth of growth
in 2017 up 3.3 per cent on the previous year
and commanding 40.4 per cent of the overall
This strong growth performance is also
demonstrated in the overall market’s top
five growth brands all coming from the
beer category. CUB’s Great Northern Super
Crisp and Great Northern Original, were
the two biggest growth brands, with the top
five being rounded out by Lion’s Furphy
Refreshing Ale, which is now being rolled
out nationally, then Asahi’s Super Dry and
CUB’s Wild Yak Pacific Ale.
With the growth of Great Northern and
Wild Yak, along with taking back the AB
InBev brands from Lion, it is perhaps no
surprise that CUB was the largest growth
manufacturer in 2017, the other leading
growth manufacturers include Asahi Premium
Beverages, Pernod Ricard and Diageo.
The huge growth seen by Great Northern
Super Crisp, along with Iron Jack’s entry into
the segment at the back end of the year has
obviously been reflected in the growth of the
mid-strength beer segment. It’s the largest
growth segment within the overall beer category,
followed by the Australian craft, low-carb and
premium international segments.
But it is not all good news for the beer
category as the low alcohol and full strength beer
segments are still areas of concern as they both
suffered negative growth, as did the premium
Australian and craft international segments.
But there was growth in other categories
as well and some strong brand performances
for a number of manufacturers and outside
of the beer category there were some other
very strong growth SKUs. Haig Dimple Scotch
whisky was the biggest growth spirit and
another Diageo product, Bundaberg Lazy Bear
was the RTD category’s biggest growth SKU.
THE ROSÉ REVOLUTION
The wine category has also enjoyed significant
growth and the rosé revolution is reflected in
it being the second biggest growth segment,
with growth of 63.2 per cent.
In terms of ‘vintage’ SKUs the Penfolds
2012 Grange and 2014 Bin 407 were strong
performers, but those wines do not have
a previous year’s comparable data. So the
biggest growth SKU for wine was GH Mumm
NV, which saw 18 per cent growth over the
course of 2017.
Jacob’s Creek Le Petit Rosé was the biggest
rosé growth SKU, and it was a double win for
the brand as Jacob’s Creek Classic was the
biggest growth brand in the wine category.
There is also generally positive signs in the
spirits category, where Scotch remains the
biggest spirits segment, worth $833m which
includes $14m worth of growth and while
Bourbon remains the second largest segment, it
did see negative growth of -$6m in 2017, with
the segment now worth $785m.
There are some trends that encapsulate
whole sector and as well as being seen in
beer with the growth of the mid-strength
and low-carb segments the continuing health
and well-being trend is also reflected in
16 | MARCH 2018 NATIONAL LIQUOR NEWS
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