Wednesday, March 12th, 2014 - Roy Morgan Research

Could we all be drinking Irish cider this St Patrick’s Day? Over the last four years, a new crop of ‘Irish’ alcoholic beverage brands has gained in popularity among Australian drinkers while consumption of Guinness remains steady. Roy Morgan Research investigates the rise of the (other) Irish…

Whether it’s due to their genuine, identifiable Irish heritage or simply the result of their superior taste, Jameson Irish Whisky, Baileys Irish Cream Liqueur and Magners Cider have all made significant inroads among Aussie drinkers since 2010.

The best performer was Magners Cider, consumed by 146,000 alcohol drinkers (or 1.2%) in an average four-week period last year (more than double 2010’s 72,000 drinkers). The three brands combined were enjoyed by 1,019,000 alcohol drinkers (8.0%) in 2013, an impressive increase on 775,000 drinkers (or 6.4%) in 2010.

As tastes have changed and the overall popularity of beer has waned, consumption of traditional Irish favourite Guinness has plateaued. It was consumed by 262,000 alcohol drinkers (or 2.1%) in 2013, relatively unchanged since 2010.

Irish alcohol brands drunk in last four weeks by Australian drinkers

irish-alcohol

Source: Roy Morgan Single Source (Australia), January 2010- December 2013, Average Annual n=13,345. Base: Australians 18+ who drank alcohol in last 4 weeks

Category competitors have not fared as well over the same time period. Jameson rivals Black Douglas and Ballantine’s, both of Scottish descent, have seen declines in consumption, from 189,000 (1.6%) and 141,000 (1.2%) drinkers in 2010 to 100,000 (0.8%) and 95,000 (0.7%) respectively in 2013. Baileys’ main competitor Kahlua, which originates from Mexico, has also lost ground, and was consumed by 184,000 drinkers last year compared to Baileys’ 647,000.

Angela Smith, Group Account Director - Consumer Products, Roy Morgan Research, says:

“With the increasing popularity of alternative ‘Irish’ brands to Guinness, and St Patrick’s Day once again upon us, Aussies may be celebrating differently this year. While consumption of beer has declined, overall alcohol consumption has risen slightly, and cider and whisky have enjoyed especially good growth in the last few years. Given these developments, it’s highly likely that many revellers will be toasting this most Irish of days with a Jameson or Magners this year.

 

“Roy Morgan’s ground-breaking new profiling tool, Helix Personas, can assist marketers to refine their search for a more targeted market. For instance, in the last 2 years, 8.0% of drinkers 18+ in the ‘New School Cool’ persona drank Jameson in an average four-week period, well above the national average.

 

New School Cool individuals are generally young, single, and career focused. Among their defining characteristics is their earning (and spending) capacity, which gives them the freedom to indulge their appreciation of the finer things in life, and their hectic social schedule, which is almost as important to them as their jobs.”

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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.
Samantha Wilson
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Keywords

alcohol, cider, beer, whisky, beverages, guinness, magners, jameson

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