Half of those aged 18 years and over say they’re drinking less alcohol than they used to, however the dollar value of liquor sales has risen 1.5 percent on last year, indicating Australians’ preference for premium beverages.

The emma (Enhances Media Metrics Australia) Alcoholic Beverages Trends and Insights Report – which is created from interviews with more than 54,000 people – also found that, overall, wine is Australians’ favourite alcoholic drink but men up to the age of 65 prefer beer.

Cider is the third most popular drink, followed by scotch or whiskey.

While men are more varied with their consumption patterns, women opt for wine more than twice as often as any other alcoholic drink.

White wine is consumed by 43 percent of adults; red wine by 41 percent; and sparkling or Champagne by 23 percent.

“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,” Ipsos Connect executive director – emma, Jane Nicholls, said. 

emma.jpg“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.” 

Perceptions of quality and value change as people age, with emma data showing 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 homegrown brands.

The majority of Australians prefer to drink at home, which was most prevalent among 30-32 years olds at 87 percent. Venues where alcohol is consumed differ among various age groups. For example, among 24-26 year olds, 61 percent drank at a friend or relative’s house, while 19 percent of 18-20 year olds drank at a nightclub. Among older people, 50 percent of 45-47 year olds drank at a restaurant or caf, while 36 percent of 54-56 year olds drank at a bar or pub and one-third of 66-68 year olds preferred RSLs, bowling clubs or AFL clubs. 


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