Alcohol Drinkers in Australia – Part Two: 8 Interesting Facts


Earlier this month we shared our infograph with 100 points of interest into the Alcoholic Beverage Preferences and Behavior of Australian adults

Today, we share a further 8 fascinating facts from this study.

We also demonstrate how Field Agent serves the beer, wine, and spirits industries with location-specific information and insights. As the images depict, Agents were dispatched to restaurants, bars, stores, and homes to capture photos of everything from in-store beer displays to in-home liquor cabinets.

  1. Full strength beer tops the drink menu

We presented respondents almost 20 different alcoholic beverages—from craft beer to brandy, champagne to wine (no mixed drinks were included). Agents were asked to identify every drink in which they at least occasionally partake. At 64%, full strength beer accrued the most responses, while the following also received favour from at least a third: red wine (58%), cider (58%), white wine (55%), vodka (54%), champagne (43%), whiskey (43%), craft beer (37%) and rum (31%). 


  1. The most common “alcoholic” beverages aren’t actually alcoholic

In addition to the alcoholic beverages above, respondents were also given the opportunity to select “non-alcoholic ingredients for making alcoholic beverages” they use at least occasionally.

Surprisingly, three non-alcoholic beverages—soft drink (Eg, Coke, Sprite) (73%), soda/mineral/tonic water (62%), and fruit juice (58%)—actually bested beer, wine, and other alcoholic beverages. Coffee (56%) also made a strong showing. Accordingly, a company doesn’t have to be in the alcohol industry play an important role within the alcoholic beverages industry.

  1. Men go for beer; women reach for wine

In our survey, an overwhelming amount of men made full strength beer (81%) their alcoholic beverage of choice. Following in second place was red wine (60%). Among women, however, white wine (68%) and cider (62%) were most prevalent.


  1. Aussies LOVE to party!

One objective of our survey was to understand when people drink beer, wine, and spirits.

We presented respondents with numerous possible drinking occasions – or times when they might enjoy a drink or two. The choices included sporting events, concerts, camping, air travel, holidays, and many other occasions (24 total). Respondents were asked to identify all the events when they normally have one or more alcoholic beverages.

At the top of the list, 83% said they usually enjoy at least one drink whilst at a birthday party, either their own or someone else’s. Following closely as popular occasions to fill the glass, was weddings (79%), dinner at a restaurant (79%), BBQs (78%) and holidays (71%).


  1. Top holidays for a drink: New Year’s Eve, Christmas Day and Christmas Eve

Australians love a public holiday. Our favourite times to indulge in a festive tipple include  New Year’s Eve (86%), Christmas Day (83%), Christmas Eve (62%), Australia Day (60%), and Boxing Day (53%). Well, if Santa gets a beer….!

  1. Supermarket bottle shops are the premier retail channel for alcohol purchases

Where do shoppers go for their beer, wine, and spirits?

At 88%, supermarket retailers such as Coles Liquor, Woolworths Liquor, Aldi Liquor and IGA Liquor amassed the most responses. Perhaps this is because of the convenience of being able to do grocery shopping at the same time as picking up a couple of drinks for the week ahead. Convenience will always trump for most Aussie shoppers.

  1. Party attendance is an important influence on alcohol consumption (and so is being married!)

The survey asked respondents whether they’re drinking more, less, or about the same as they were five years ago. Results were fairly split, with 30% drinking more, 36% drinking less, and 34% drinking about the same.

We followed up this question by asking consumers why their consumption levels have changed—that is, why they’re drinking more or less. In both cases, the top responses were fairly general. “I’m getting older” (44%) was the top reason claimed by those drinking less.

“I just enjoy it more” (60%) was #1 among those drinking more.

But it was interesting to note the role of party attendance on consumption levels. “I attend fewer parties” (43%) was the second highest reason for drinking less, and “I attend more parties” (43%) was the second highest reason for drinking more.

Amusingly, 15% of males mentioned that they drink less since getting married, whilst only 4% of women cite marriage as a reason for drinking less!

  1. Point-of-purchase has power to influence alcohol purchases

The survey also explored several “trigger events” that cause consumers to at least occasionally purchase alcoholic beverages.

It appears that in-store sales and discounts (71%) often serve as the influence for alcohol purchases. Public holidays are also a popular reason for alcohol purchasing with 41% citing this as their trigger.

Shopper marketing may also hold significant sway over the spending of many drinkers. For instance, 29% identified ‘in-store signage & displays,’ and an equivalent influence from ‘in-store sampling and demos’ as important trigger events for their alcohol purchases. Compare this to the 24% assigned to advertisements and commercials on television, radio, print and social media. What these figures do not take into account is the overall influence of a comprehensive marketing mix whereby all or a combination of these factors work synergistically as an influence to purchase.

Instant Visibility. Anywhere, Anytime.

As demonstrated above, Research and Mobile Audits get companies closer to distant business operations and customers.

Whether you need instant visibility inside stores, homes, restaurants, or some other location, we have 50,000 Australian Agents standing by right now, ready at a minute’s notice to be your ‘eyes and ears.’

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