When the GEC hit, many believed that increased financial pressures would result in Australian’s trading down on their alcohol choice (of course nobody would ever suggest the average Aussie would drink less!). This however has proven not to be the case. Strong volume sales of imported & domestic beer, premium brand spirits and bottled wine over $10, all contradict the assumption we’d shift to cheaper ways of ummm relaxing.
In the March 2009 quarter, premium imported & domestic beer grew 15.3% & 18.6% respectively. Premium spirits increased by 21.3%. There was also growth in the lower end alcohol range too, suggestive of more drinking overall, but the growth was more modest compared to the premium sector.
Wine has continued its overall category downward trend with a 5.6% decline in bottled wine under $10 & cask wine down by 5.1%, but the more expensive end of the market grew. Wine priced $10-$20 grew by 5.6% and bottles over $20 grew by 4.1%.
