New data from Roy Morgan’s Alcohol Consumption Report shows the proportion of Australians drinking spirits is increasing, with gin and vodka the two beverages driving increasing spirits sales.
A total of 41% of Australians (an estimated 8,065,000 people) now consume wine in an average four week period and 37.4% (7,353,000) now drink beer putting these two types of alcohol well on top as Australian favourites.
However, in contrast to other types of alcohol, it is spirits sales which are a growing market and now consumed by 27.8% (5,465,000) of Australians, up from 26.4% (5,095,000) 12 months ago. All other alcohol types declined over the same period.
The other types of alcohol in order of popularity are cider consumed by 11.3% (2,222,000) of Australians, RTDs (Ready-to-Drink pre-mixed spirit drinks) consumed by 10.7% (2,101,000), liqueurs consumed by 6.3% (1,240,000) and fortified wine consumed by 4.3% (850,000).
Roy Morgan CEO Michele Levine said that while the past five years has seen a decline in the proportion of Australians consuming alcohol, particularly younger Australians, the consumption of spirits is the exception to the rule.
“Looking at figures from 2006, we see around 25% of Australians drinking spirits, compared to nearly 28% today," she noted. 'But over the same period, the proportion of Australians drinking any alcohol type has declined, from 73% to around 66%.”
Gin experienced the largest growth over the past twelve months, rising from 7.4% to 9% of Australians consuming the drink in an average four-week period. Other spirits to increase included bourbon which was up to 7.5%, vodka rose to 6.4%, and dark rum grew to 4.2%.
“Gin has had a fascinating history, from ‘mother’s ruin’ in the 18th Century to being seen as a safe and unexciting choice mid-20th Century to its current reinvention – for there is no doubt that gin is very fashionable right now. Increasing demand has led to a surge in boutique distilleries as well as far greater variety for the curious bottle-shop browser who wishes to experiment,” Levine said.
The 50-64 age group has more than its fair share of gin drinkers (10.2%). However younger Australians (the 18-24 age group) are much more likely than their older counterparts to drink other spirits including vodka (18.2%), bourbon (15.5%) and dark rum (7.3%).
“As well as being the most enthusiastic gin tipplers, the 50-64 age group contains the highest proportion of drinkers overall, with 71% regularly consuming alcohol. However, it’s the 18 to 24-year-olds which contains the highest proportion of spirit drinkers among any age group,” Levine said.
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