Competitive Landscape
Suntory Defends Leadership as Brewguru Redefines Drinking Experiences
The competitive landscape within RTDs in Australia displays a moderate level of concentration. In 2025, Beam Suntory Australia maintained its leading position with a 34% total volume share, up from 29% in 2020, reflecting the company's ability to defend its scale despite market headwinds.
Brewguru and Neu Unlock Growth through Innovation
The proliferation of experience-led and innovative RTDs is creating significant opportunities for businesses to capture value beyond traditional brand scale. Brewguru’s strategy, which centres on premium positioning, product storytelling, and niche differentiation, allows it to carve out space within the increasingly crowded vodka-based and flavour-forward RTDs.
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Overview:
Understand the latest market trends and future growth opportunities for the RTDs 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.
If you're in the RTDs 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 RTDs 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 RTDs in Australia?
- Where is consumer demand for RTDs 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?
Rtds in Australia - Category analysis
Key Data Insights
Rtds Summary
Lyre’S Expands Distribution and Transforms Consumption Occasions
Spirit-Based Rtds Defend Dominance as Nolo Formats Accelerate
Nolo Brands Disrupt Traditional Channels and Drive Premiumisation
Non Alcoholic Launches Drive New Consumption Habits and Routines
Retailers and Bars to Expand Nolo Range to Capture Wellness Demand
Suntory Defends Leadership as Brewguru Redefines Drinking Experiences
Brewguru and Neu Unlock Growth through Innovation
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
Alcoholic Drinks in Australia - Industry Overview
2025 Developments
Key Data Insights
Polarised Consumer Behaviour Creates a Divide between Premium and Value Shoppers
Beer Defends Volume Leadership as Non-Alcoholic Rtds Deliver Standout Growth
Treasury Wine Estates and Partners Transform Moderation into a Core Value Driver
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
Vinarchy and Suntory Drive Consolidation as Nolo Innovation Reshapes Competition
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
Country Reports Disclaimer
The following categories and subcategories are included:
RTDs
- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
RTDs
RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders.
- Track key industry trends, opportunities and threats.
- Inform your marketing, brand, strategy and market development, sales and supply functions.
This report originates from Passport, our RTDs research and analysis database.
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