Drink up


Australians say they are drinking less but better with per capita spending on alcohol rising as we seek out more premium alcoholic beverages, according to a new report.

The Enhanced Media Metrics Australia (emma) Alcoholic Beverages Trends & Insights Report found that half of people aged 18 years and over say they are drinking less now than they used to. There is also a move to premium beverages, with the dollar value of liquor sales rising 1.5 per cent in 2015, which means Australians are spending more on their favourite drink.

Wine is our most popular drink, although men up to age 65 prefer beer, the emma data found. Cider is our third most popular drink, followed by scotch or whiskey, with other alcoholic beverages far behind. Women opt for wine more than twice as often as other drinks, whereas men are more varied in their consumption patterns. White wine edges out red as the most consumed at 43 per cent of adults, compared to 41, while 23 per cent enjoy sparkling wine or champagne.

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

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