Roy Morgan Research data from the last four years shows that the proportion of alcohol drinkers who drank champagne or sparkling wine in the previous four weeks spikes dramatically in January each year, reflecting the increased proportion of people drinking champagne/sparkling wine during the December/ January holiday period.
The total Spirits/Liqueurs/RTDs category has also shown a considerable spike in the December/January period in the last three years especially, while the seasonal upswing for beer tends to be more evenly spread over the summer months.
Type of alcohol drunk in the last four weeks
Source: Roy Morgan Research Single Source database, November 2007 to November 2011, Australians 18+ who drank alcohol in the last 4 weeks average monthly sample n=2,891.
Norman Morris, Industry Communications Director at Roy Morgan Research, says:
“The latest Roy Morgan Research figures show that champagne/sparkling wine and spirits are particular favourites with alcohol drinkers during the Christmas holiday period, with champagne/sparkling wine in particular showing dramatic spikes at this time.
“However, the seasonal peak for champagne/sparkling wine has gradually decreased over the last three years, and it will be interesting to see how high the consumption of champagne/sparkling wine will peak in the coming holiday season, given the prevailing climate of reduced consumer spending.”
The complete detailed Roy Morgan Alcohol Currency Report provides an overview of alcohol consumption in Australia today together with comparative data since 2006. Profiles of drinkers of individual alcohol types are also available for purchase.
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company.
Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.