It’s official - lockdowns are pushing Australians to drink. And we love the taste of nostalgia…
In stats out this week from Roy Morgan’s Alcohol Consumption Report, the proportion of Australians who drink alcohol has increased by 4% points to 69.7% over the past year.
Notably, that lift has been driven by an increase in drinkers of wine, spirits and RTDs, at the expense of fortified wine and cider. Some 13,908,000 Australians (69.7%) aged over eighteen consumed alcohol in an average four-week period, up from 13,040,000 (65.7%) a year earlier.
Wine was the biggest winner, with 42% of respondents having drunk wine in the previous four week period. But spirits are the real dark horse, as Roy Morgan CEO Michele Levine notes:
“The increasing consumption of spirits began well before the pandemic, and if current trends continue, there will be more Australians drinking spirits than drinking beer this time next year. At present, there are 7,094,000 beer drinkers compared to 6,621,000 spirit drinkers – a gap of only 473,000 and the smallest on record”.
What does this mean for your business? Well, it might not be time to take out a line in the beer fridge just yet. This era of lockdowns might be an outlier year, and it will be interesting to see the stats for 2022. But the rise of spirits, wine and RTDs is a trend that has been difficult to ignore.
Fascinatingly, some other intriguing trends have popped up over the past year that are unexpected - like the rise of nostalgic flavours in drinks.