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2025 Developments
Alcoholic drinks in Australia delivered modest value expansion in 2025, rising 4% to AUD48,773 million, but saw far slower volume growth at 1.0%, reflecting a shift away from higher consumption toward premiumisation and innovation-led value gains. This performance closely aligned with other mature Asia Pacific markets navigating persistent cost-of-living pressures, yet stands out for the depth of market polarisation and the rapid integration of moderation as a growth engine. With volume growth forecast to remain flat through 2030, but incremental value to be captured by no/low-alcohol propositions, the environment is attractive primarily for players with clear premium or moderation-led strategies. Brands seeking success must adapt to a changing retail landscape, as demonstrated by the nationwide restructuring of Coles Liquor into three distinct Liquorland formats and the entrenchment of specialist retail. Structural adaptation, such as investing in scalable NoLo production, embracing premium moderation, and leveraging e-commerce and on-demand partnerships, now defines competitive advantage, while brands without clear tier signalling or credible innovation risk exclusion from key channels.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Australia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Australia?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Australia?
- How are products distributed in Australia?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Australia
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Alcoholic Drinks
Polarised Consumer Behaviour Creates a Divide between Premium and Value Shoppers
Chart 2 Coles Liquor's Liquorland Restructuring Signals Structural Polarisation
Beer Defends Volume Leadership as Non-Alcoholic Rtds Deliver Standout Growth
Treasury Wine Estates and Partners Transform Moderation into a Core Value Driver
Chart 3 Twe's A$15M Barossa Nolo Facility and Sorbet Launch Embed Moderation as Core Wine Strategy
Chart 4 Volume Sales 2020-2030
Chart 5 Volume Sales by Category 2025
Lyre’S and Treasury Wine Estates Reposition No/Low-Alcohol as a Growth Driver
Coles Liquorland and Penfolds Shape a Polarised Value Landscape
Excise Indexation Freeze on Draught Beer Reshapes On-Premise Dynamics
Chart 6 Forecast Volume Sales 2020-2030
Chart 7 Forecast Volume Sales by Category 2025-2030
Chart 8 Analyst Insight for Alcoholic Drinks
Vinarchy and Suntory Drive Consolidation as Nolo Innovation Reshapes Competition
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Endeavour and Coles Shape Specialist Retail Dominance through Structural Regulation
Coles, Aldi and Jacob’S Creek Redefine Retail through Tiered Formats and Collaborations
Coles Deepens E-Commerce Influence through Rapid Delivery and Premium Engagement
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Chart 11 Economic Context for Alcoholic Drinks
Chart 12 Real Gdp Growth 2020-2030
Chart 13 Inflation 2020-2030
Chart 14 Consumer Context for Alcoholic Drinks
Chart 15 Population 2020-2030
Chart 16 Population by Generation 2025
Beer in Australia
Key Data Insights
Beer Summary
Chart 17 Key Industry Trends for Beer
Coopers Zero and Heaps Normal Drive a Mainstream Shift in Drinking Habits
Chart 18 Non Alcoholic Beer Enters the Mainstream
Hawke’S and Aldi Redefine Value-Premium as Cost Pressures Persist
Guinness and James Boag Use Heritage to Win over Gen Z and Women
Chart 19 Volume Sales 2020-2030
Chart 20 Volume Sales by Category 2025
Draught Excise Freeze Boosts On-Premise Sales While Packaged Beer Faces Rising Costs
Nolo Options Outpace Lager as Health Concerns Drives Change
Small Brewers Turn to Ai and Local Identity to Resist Consolidation
Chart 21 Forecast Volume Sales 2020-2030
Chart 22 Forecast Volume Sales by Category 2025-2030
Chart 23 Analyst Insight for Beer
Carlton and Lion Sustain Dominance as Independents Gain Momentum
Better Beer and Heaps Normal Capture Growth through Moderation and Innovation
Chart 24 Company Shares 2025
Chart 25 Brand Shares 2025
Endeavour Group and Coles Expand Ultra-Convenience with Delivery Partnerships
Aldi and Supermarkets Drive Growth with Alcohol-Free Innovation and Delivery
Coopers and Heaps Normal Turn Nolo into Mainstream Growth
Hawke’S and Aldi Reshape Premium Value with Accessible Craft Beer
Chart 26 Hawke’S X Aldi Redefine Craft Beer
Guinness and James Boag Revive Legacy Brands through Digital Rituals
Chart 27 Economic Context for Beer
Chart 28 Real Gdp Growth 2020-2030
Chart 29 Inflation 2020-2030
Chart 30 Consumer Context for Beer
Chart 31 Population 2020-2030
Chart 32 Population by Generation 2025
Cider/Perry in Australia
Key Data Insights
Cider/Perry Summary
Daylesford Cider Leverages Heritage to Drive Premium Growth
Apple Thief and Plenty Cider Win with Flavour Innovation
Chart 33 Volume Sales 2020-2030
Chart 34 Volume Sales by Category 2025
Craft Producers Expand Fruit-Infused Lines to Attract Younger Drinkers
Cellar Doors and Agritourism Boost Loyalty for Local Brands
Chart 35 Forecast Volume Sales 2020-2030
Chart 36 Forecast Volume Sales by Category 2025-2030
Somersby Retains Leadership as Craft Rivals Expand Share
Chart 37 Company Shares 2025
Chart 38 Brand Shares 2025
Specialist Retailers Secure Loyalty with Chilled and Premium Cider
Craft Producers Drive Experiential Sales through Cellar Doors and Tourism
E-Commerce Stabilises as In-Store Discovery Anchors Cider Sales
Chart 39 Economic Context for Cider/Perry
Chart 40 Real Gdp Growth 2020-2030
Chart 41 Inflation 2020-2030
Chart 42 Consumer Context for Cider/Perry
Chart 43 Population 2020-2030
Chart 44 Population by Generation 2025
Rtds in Australia
Key Data Insights
Rtds Summary
Chart 45 Key Industry Trends for Rtds
Lyre’S Expands Distribution and Transforms Consumption Occasions
Chart 46 Lyre's Sends Nolo Mainstream
Spirit-Based Rtds Defend Dominance as Nolo Formats Accelerate
Nolo Brands Disrupt Traditional Channels and Drive Premiumisation
Chart 47 Volume Sales 2020-2030
Chart 48 Volume Sales by Category 2025
Non Alcoholic Launches Drive New Consumption Habits and Routines
Retailers and Bars to Expand Nolo Range to Capture Wellness Demand
Chart 49 Forecast Volume Sales 2020-2030
Chart 50 Forecast Volume Sales by Category 2025-2030
Suntory Defends Leadership as Brewguru Redefines Drinking Experiences
Chart 51 Analyst Insight for Rtds
Brewguru and Neu Unlock Growth through Innovation
Chart 52 Company Shares 2025
Chart 53 Brand Shares 2025
Endeavour Group Adapts Its Retail Strategy as Consumers Seek Value and Convenience
Specialist Retailers Boost Online Sales with Omnichannel Fulfilment and Innovation
Bws and Cellarbrations Sustain Growth through Affordability and Everyday Relevance
Lyre’S Accelerates Nolo Expansion through Alcohol Retail Integration
Fever-Tree and Hard Coconut Formats Redefine Experience and Flavour
Chart 54 Fever-Tree Enters Rtds with Premium Line
Chart 55 Economic Context for Rtds
Chart 56 Real Gdp Growth 2020-2030
Chart 57 Inflation 2020-2030
Chart 58 Consumer Context for Rtds
Chart 59 Population 2020-2030
Chart 60 Population by Generation 2025
Spirits in Australia
Key Data Insights
Spirits Summary
Chart 61 Key Industry Trends for Spirits
Coles Liquor Consolidates Brands to Respond to Spending Pressure
Whiskies Retain Leadership While Tequila Gains Momentum through Premium Cues
Dog Tag Whiskey Reduces Entry Barriers with Small Pack Innovation
Chart 62 Dog Tag Whiskey 200Ml Hip Flask Launch
Chart 63 Volume Sales 2020-2030
Chart 64 Volume Sales by Category 2025
Tequila Gains Ground as Premium Cues Reshape Value Decisions
Chart 65 Forecast Volume Sales 2020-2030
Chart 66 Forecast Volume Sales by Category 2025-2030
Diageo and Suntory Anchor Portfolios as Price Caution Intensifies
Chart 67 Analyst Insight for Spirits
Suntory Oceania: Building an Integrated Powerhouse
Chart 68 Company Shares 2025
Chart 69 Brand Shares 2025
Endeavour and Coles Shape Brand Access through Retail Concentration
Coles Consolidates Banners to Streamline Ranging and Promotions
Chart 70 Coles Liquor One Brand Strategy
E-Commerce Shapes Discovery but Remains Secondary for Spirits Sales
Sullivans Cove Leverages Heritage Cues to Justify Premium Positioning
Smaller Packs and Retail Consolidation Reshape Participation and Risk
Chart 71 Economic Context for Spirits
Chart 72 Real Gdp Growth 2020-2030
Chart 73 Inflation 2020-2030
Chart 74 Consumer Context for Spirits
Chart 75 Population 2020-2030
Chart 76 Population by Generation 2025
Wine in Australia
Key Data Insights
Wine Summary
Chart 77 Key Industry Trends for Wine
Penfolds Strengthens Premium Positioning as Value Rises Faster Than Volume
Still Light Grape Wine Maintains Volume Leadership as Non Alcoholic Wine Accelerates
Chart 78 Players Tap into Nolo Wine Trend
Australian Vintage Reconfigures Formats to Adapt to Shifting Consumption Occasions
Chart 79 Volume Sales 2020-2030
Chart 80 Volume Sales by Category 2025
Producers Diversify Portfolios as Moderation Reshapes Drinking Occasions
Non Alcoholic Wine to Expand Rapidly as Health Trends Gain Ground
Chart 81 Forecast Volume Sales 2020-2030
Chart 82 Forecast Volume Sales by Category 2025-2030
Vinarchy Consolidates Scale as Premiumisation Divides Value Creation
Chart 83 Analyst Insight for Wine
Premium Moderation and Authenticity Reshape Demand and Innovation
Chart 84 Penfolds Collection 2025
Chart 85 Company Shares 2025
Chart 86 Brand Shares 2025
Endeavour Group and Coles Shape Specialist Retail Power Dynamics
E-Commerce Accelerates Premium Discovery and Intensifies Price Competition
Jacob’S Creek Leverages Sporting Partnership to Expand Consumption Occasions
Treasury Wine Estates and Petaluma Embed Moderation with Scalable Innovation
Chart 87 Economic Context for Wine
Chart 88 Real Gdp Growth 2020-2030
Chart 89 Inflation 2020-2030
Chart 90 Consumer Context for Wine
Chart 91 Population 2020-2030
Chart 92 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
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- Standard Non Alcoholic Beer
- Malta Style Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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