Boston, MA -- (ReleaseWire) -- 07/09/2014 -- Australian consumers continue to drink less beer overall, with total volume sales dropping by 4% in 2013. Although the trend towards premiumisation has ensured that some beer types flourished, others continued to struggle. Performances of note were premium lagers growing by 3% in volume terms, whereas, domestic mid-priced lager dropped by 7%.
Foster's Group's Victoria Bitter regained its position as the most popular beer in Australia in 2013 after a successful re-launch of the brand that included a return the previous alcohol content. In October 2012, Victoria Bitter begun its campaign to regain the number position within Australian beer. After suffering a 23% drop in sales volume in 2012 prior to the re-launch, the brand actually grew in retail volume sales by 3% in 2013. This dramatic turnaround is due to a refocus on the brand's traditional demographic of blue collar males between the 35-55 year old age bracket. Victoria Bitter reinstated its previous alcohol content of 4.9% ABV, stating that the drop was done initially out of financial reasons and that it had lost focus on its loyal customers. The packaging was also altered to return to a more retro style that Victoria Bitter possessed in its heyday.
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Australians will continue to drink less beer overall but ensure that the beer they do drink is of a higher quality. Craft beer will continue is rise from obscurity to become a dominant force within national beer. Despite only accounting for approximately 2% share of the national market there are broad scale investments in brewing capacity for craft beer across Australia, such as that by Lion, investing in an additional Little Creatures brewery in Geelong, Victoria. The large scale investments in craft beer by the dominant players, combined with the increasingly popular Pale Ale and the surge in micro-breweries, means that Euromonitor anticipates craft beer making up over 5% of beer by 2018. Increasingly large exposure, knowledge and popularity will ensure craft beer remains the shining light in the recently fading beer landscape.
Discover the latest market trends and uncover sources of future market growth for the Beer industry in Australia with research from Euromonitor's team of in-country analysts.
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If you're in the Beer industry in Australia, our research will save you time and money while empowering you to make informed, profitable decisions.
The Beer in Australia market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market volume shares
- Five year forecasts of market trends and market growth
- Production, imports by origin, exports by destination
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Beer in Australia?
- What are the major brands in Australia?
- How has premium lager performed in the wake of the global recession, has it lost out to economy lager as consumers traded down?
- What are the most popular flavours within non-alcoholic beer?
- What are the market opportunities for 'healthier' beers like low calorie and/or low abv beers?
- Has the implementation of a stricter drink driving law benefited sales of low/non-alcohol beer?
- Has the recession benefited domestic lager over imported lager?
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Product coverage: Dark Beer, Lager, Non/Low Alcohol Beer, Stout.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
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