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Prosecco and Kombucha Among Top Tipples This Festive Season

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by James Thomson
Dec 04 2018

Christmas Spirits: IBISWorld name prosecco and kombucha among top tipples this festive season

Prosecco, craft beers, and rosé will be some of the most popular alcoholic drinks this silly season. However, due to a rise in health consciousness and a decline in per capita alcohol consumption, demand for kombucha and plant-based drinks is also increasing, particularly in the lead up to the warmer months.

“Christmas is a crucial time for the retail sector with consumer spending during the month of December usually around 35% stronger compared to the rest of the year. The same applies for liquor retailers, with festive feasting expected to drive growth across most core categories,” said IBISWorld Senior Industry Analyst James Thomson.

IBISWorld expects spending on liquor at the retail level will total $1.6 billion in December 2018, an increase of 2.7% over the previous December. According to Mr Thomson, changing consumer tastes – particularly towards more premium beers and spirits – and a growing emphasis on quality across liquor retailing, have benefited industry operators.

“While Christmas is a key period for liquor sales, rising health consciousness among Australian consumers is likely to limit alcohol sales. As per capita alcohol consumption declines, we are also seeing the range of non-alcoholic beverages targeted at health-conscious consumers expanding rapidly, creating further challenges for liquor retailers,” said Mr Thomson.

Alcoholic Beverages

For the less health conscious, the Australian summer tradition of beers and barbeques is expected to continue this festive season. IBISWorld expect brewers to continue to expand their product ranges to tap into growing consumer demand for craft beers, with special summer releases expected to be popular this Christmas.

“Consumers are anticipated to continue favouring premium and craft alcoholic beverages, particularly small, seasonal batches with a local or regional focus. With a warm summer expected, rosé, prosecco and refreshing cocktails are also likely to be in high demand from consumers over the Christmas period,” said Mr Thomson.  

Non-Alcoholic Beverages

In response to declining per capita alcohol consumption and rising health consciousness, the range of non-alcoholic beverages available to consumers is expanding.

“Consumers are moving away from traditional sugary soft drinks and energy drinks as of late. We are seeing a growing demand for organic juices, kombucha, coconut waters and cold-infused teas, as well as the increasing range of probiotic drinks and juices containing functional or plant-based ingredients, such as acai berries, chlorophyll and wheatgrass.” said Mr Thomson. 

“Increasingly, the trends towards more premium alcoholic beverages and healthier soft drinks are crossing over. Kombucha-based cocktails that contain a lower alcohol content, provide a refreshing alternative to the traditional heavier alcoholic beverages available for consumers at licensed venues.”

Revenue generated by liquor retailers in the festive December period in $millions.




















Source: ABS and IBISWorld


IBISWorld reports used in this release:

For more information, to obtain industry reports, or to speak with an analyst, please contact:

Kim Do

Strategic Media Advisor – IBISWorld Pty Ltd
Tel: (03) 9906 3641 Mobile: 0422 773 995