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New Breed of Spirits
The new breed of spirits captivating Aussie consumers
CONSUMPTION OF SPIRITS IS ON THE RISE IN AUSTRALIA AND THESE ARE THE ONES TO WATCH.
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Japanese whisky, premium tequila and apertifs were identified as the key spirits trending with consumers at the 2019 Australian Drinks Awards, taking out the Gaining in Popularity trophies.
The three winners were Yamazaki (Dark), Patrón (Light) and Aperol (Apertif/Liqueur).
The latest Australian Bureau of Statistics data reveals spirits and RTD consumption rose 7% in 2017-18, compared to beer at 2.5%, while wine and cider declined.
Before 2008, Japanese whisky was barely known outside of its home country and domestic sales had slumped due to an economic crisis. But the global highball craze has ignited sales of Japanese whisky among a new and younger generation of drinkers.
Beam Suntory is the market leader in Japanese whisky globally, with a 76% share, through its iconic and premium brands including Hibiki, Yamazaki and Hakushu.
Beam Suntory Group Marketing Manager Demetrius Giouzelis noted earlier this year that the company had seen a 64% growth year-on-year in the Japanese whisky category in Australia.
Meanwhile, premium tequila has shaken off its shot reputation. No longer regarded as something to be slammed with salt and lemon, consumers and bartenders are reshaping their perception of Mexico’s signature drink.
According to data from the IWSR, tequila has been the second-fastest growing spirits category in the world over the past three years, rising at a rate of 9% year-onyear, just behind gin at 12%.
While sales were once led by the popular price category, super-premium and luxurypriced brands are the new top performers.
Bacardi purchased Patrón, the world’s third biggest selling tequila (according to the Spirits Business Brand Champions 2019 report), in 2018, in a deal that valued the brand company at US$5.1billion.
“Tequila is one of the fastest-growing and most attractive categories in the spirits industry, with Patrón being the clear market leader in the super-premium segment,” Bacardi said. “Super-premium brands continue to experience the fastest growth, and the trend is expected to continue.”
And Australians can’t get enough of Aperol, with its sales being a major growth driver for Campari Australia - the company’s recent half-year results saw another 26% surge for the aperitif.
Launched in 1919 at the Padua International Fair, Aperol was created by the Barbieri brothers, Luigi and Silvio, who coined the name ‘Aperol’, having taken inspiration from the French term for apéritif, ‘Apéro’.
The global fascination with the Aperol Spritz was ignited a few years ago, with Aperol’s lower ABV tapping into a trend toward lower-alcohol drinks, particularly among younger people.
Aperol’s sponsorship of the Australian Open has fuelled the obsession, with Campari Australia and Tennis Australia announcing a partnership in 2017.
WINNER 2019 GAINING IN POPULARITY DARK SPIRIT
WINNER 2019 GAINING IN POPULARITY APERITIF/ LIQUEUR
WINNER 2019 GAINING IN POPULARITY LIGHT SPIRIT
High Spirits
The popularity of spirits is surging among consumers according to the latest stats from the ABS and these are the drops they’re favouring.
