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Catalogues still the winner for alcohol sales

Catalogues still the winner for alcohol sales

A new study by Roy Morgan has found catalogues are still the most effective way to reach alcohol customers, with the Aldi catalogue the most read.

Around 28.8% of Australians read an Aldi catalogue in an average seven days in 2017, with more than half of them finding it useful for purchasing alcoholic beverages.

According to the study, 7,702,000 Australians (38%) find catalogues the media most useful when purchasing alcoholic beverages ahead of internet search (22%).

More women agree catalogues are the media most useful for purchasing alcohol, with 43% of women choosing catalogues compared to 34% of men. Older age groups are also more likely to view catalogues as the most useful media for purchasing alcohol, with 47% of 50-64 year olds and 41% of 35-49 year olds choosing catalogues as the media most useful.

Catalogues were more useful than internet search (22%), other websites (10%), newspapers (4.2%), television (3.4%), magazines (1.7%), radio and the Yellow Pages in 2017.

Media Most Useful - Purchasing Alcohol
Source: Roy Morgan Single Source (Australia), January – December 2017, n=50,139. Base: Australians 14+.

Catalogue readership - supermarket and liquor store catalogues
Source: Roy Morgan Single Source (Australia), January – December 2017, n=50,139. Base: Australians 14+ 

 Michele Levine, CEO, Roy Morgan, said: “Catalogues are the media most useful when purchasing alcohol, with 38% of respondents in the Roy Morgan Single Source survey agreeing that they are the preferred media  when making a decision about where to buy alcohol, far ahead Internet, as well as newspapers, television, magazines, radio, and the Yellow Pages.

“With alcoholic beverages featuring in both the large supermarket catalogues as well as the liquor stores, including Liquourland, BWS, and First Choice Liquor, the space is highly competitive when offering choices to consumers. Whether there are the lowest offers on beer, wine, cider, or spirits, or when supermarkets offer a frictionless option to purchase alcohol along with groceries, catalogues are the most useful when consumers shop around for alcohol.

“Aldi has the most read catalogue in Australia, and in this highly competitive liquor market have gone on to win the Roy Morgan Customer Satisfaction Award for Liquor Store of the Year in 2017. Whether its access to award winning and well-priced wines, or streamlining between their liquor store and the supermarket, Aldi is one to watch out for in these increasingly competitive supermarket and liquor space."