Competitive Landscape
Diageo and Suntory Anchor Portfolios as Price Caution Intensifies
The competitive landscape within spirits in Australia remains highly concentrated, with Diageo holding a 33% share of total volume in 2025, maintaining a substantial lead over its nearest competitor. Beam Suntory Australia increased its share to 16%, with the top two manufacturers consolidating their stronghold.
Suntory Oceania: Building an Integrated Powerhouse
The operational launch of Suntory Oceania in July 2025 represents the most significant structural development, as Suntory moves from third-party distribution to fully integrated manufacturing, sales, and distribution. This vertical integration is designed to strengthen control over pricing, promotions, portfolio priorities, and negotiations across retail and hospitality channels.
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Overview:
Understand the latest market trends and future growth opportunities for the Spirits 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 Spirits 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 Spirits 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 Spirits in Australia?
- Where is consumer demand for Spirits 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?
Spirits in Australia - Category analysis
Key Data Insights
Spirits Summary
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
Tequila Gains Ground as Premium Cues Reshape Value Decisions
Diageo and Suntory Anchor Portfolios as Price Caution Intensifies
Suntory Oceania: Building an Integrated Powerhouse
Endeavour and Coles Shape Brand Access through Retail Concentration
Coles Consolidates Banners to Streamline Ranging and Promotions
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
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:
Spirits
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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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-
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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
Spirits
This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.
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 Spirits research and analysis database.
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