NEWS: AUGUST 2022

The latest liquor industry News For retailers around the country

Younger Australians driving the NOLO revolution

Brick Lane Brewing Community has revealed the findings of its research into the state of the no and low alcohol (NOLO) category. The brewer commissioned an Australia-wide survey of 1,000 adults who are regular consumers of alcohol, via consumer research panel firm, Pureprofile.

The research found 45 per cent of those surveyed regularly or occasionally consumed NOLO products, with particularly high uptake amongst younger and more active people. Thirty-two per cent of Australians consume NOLO beer occasionally or regularly. Moreover, 60 per cent of Australians expect their consumption of NOLO drinks to increase somewhat, while 18 per cent expect this consumption to increase ‘a lot’.

Dining out at a restaurant was the most popular social setting for NOLO consumption, with this occasion picked by 42 per cent of respondents. Workfunctions and friends’ houses were also popular environments, selected by 41and 35 per cent of those surveyed, respectively.

Being able to drive after consumption was chosen as the most popular reason for continued NOLO consumption, attracting 42 per cent of those surveyed, with this number higher (at 49 per cent) among men.

Interestingly, only seven per cent of respondents said they intend to go fully alcohol-free, though four out of five current NOLO drinkers believe their consumption of the category will increase.

Brick Lane’s research also showed that younger legal age drinkers are especially more likely to increase their NOLO consumption. Seventy-one percent of those in the 18 to 34 year old cohort believe that their consumption of NOLO products will increase, and 68 per cent of this age group would encourage friends and family to drink beverages from the category.

Find more of this story, including commentary from Brick Lane Co-founder, Paul Bowker, via The Shout here: https://bit.ly/3zuBajG

Endeavour Group doubles Asian drinks offering

Endeavour Group has doubled its range of Asianbeverages, thanks to an increase in customerdemand. There are now more than 100 drinksfrom Asia available in BWS and Dan Murphy’sstores, catering to the continually increasingnumber of consumers who are enjoying exploringbeverages they haven’t seen before.

Samuel Lam, Endeavour Group’s AsianBeverages Sourcing Manager, said: “Customersare increasingly looking for more discovery, morenew and interesting drinks to try. Drinks madein Asia are particularly popular among premiumcustomers, especially Zoomers and Millennials.”

Korean drinks are leading the trend, with two of Korea’s oldest drinks, soju and makgeolli, being a focus for EndeavourGroup’s expansion. The success of Korean drinks is part of a wider global movement where Korean culture is being embraced.

Japanese drinks like sake, shochu and chuahai (RTDs made with shochu) are also bright spots in the Endeavour Group portfolio that are being expanded upon.

The new cues driving RTD innovation

A report utilising IWSR’s innovation tracking data has highlighted the new cues that are driving RTD product launches and innovation.

The data comes from key global RTD markets, including Australia, which together represent 85 per cent of the world’s RTD consumption. The report shows the current importance of super premium pricing, packaging with less plastic, fewer direct health claims and greater diversity of alcohol content.

Sustainability is becoming an increasingly powerful consumer trend, with IWSR research showing 44 per cent of alcohol drinkers feel their purchasing decisions are positively influenced by businesses with an active environmental or sustainability agenda. This is reflected in the RTD market, with the number of RTD products using plastic-only reducing.

Meanwhile, both new and established RTD brands are increasingly introducing products with higher ABV. According to IWSR, around half all new RTDs launched in the second half of 2021 had an alcohol content of five per cent or higher. Australia, China and the US have led this trend.

RTD marketing is also evolving and maturing, with IWSR reporting the number of health claims associated with RTD products is decreasing.

Brandy Rand, COO Americas at IWSR, said: “Despite knowing that dietary needs are indirect motivators to product selection, producers are opting to highlight natural ingredients instead. This movement is likely linked to premiumisation in the category.”

With RTDs shifting towards more premium, sustainable examples with fewer direct health claims and a greater diversity of alcohol levels, consumers have a broad and varied range of options in this fast-growing category.

Fundraising appeal launched for Broke-Fordwich wine region

A fundraising appeal has been announced for the Broke-Fordwich wine region after the worst flood in the 198 year history of the village, which devastated the region last month.

Andrew Margan, who runs Margan Estate winery alongside his wife Lisa, saw his business heavily affected by the floodwaters and has called on the industry and the public to help where they can.

“The community of Broke, government bodies, and all of the people who have been on the ground helping to try and put our wonderful community back together again can only do somuch,” Margan said.

“We urge people to come and visit the cellar doors and restaurants, buy wines online or in retail outlets.”

To support the movement, a GoFundMe page has been set up, and people can donate physical items, money and time through Givit.org. Awareness for the appeal is also being raised using the hashtag #GoForBrokeWines. You can get involved with the appeal at the below links:

• GoFundMe: https://gofund.me/24af8ec4

• Givit: https://bit.ly/3Ose6Gx

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