With the Spring Racing Carnival still ringing in our ears, and the silly season fast approaching, Mark Twain’s famous observation that “Too much of anything is bad, but too much Champagne is just right” is as relevant as ever. Roy Morgan Research explores the bubbly world of Australia’s Champagne and sparkling wine drinkers…
In the year to September 2014, 15% of Australian adults drank Champagne or sparkling wine in any given four-week period: a much lower proportion than those who drank beer (37%), red or white wine (42%) or spirits (26%), but higher than those who drank cider and RTD (both 11%).
Perpetuating the stereotype that it’s a rich person’s tipple, almost a quarter (23%) of adults belonging to the AB socio-economic quintile drink Champagne or sparkling wine in an average four weeks, in contrast to 8% of those from the far less affluent FG quintile.
Cheers! Household income, bubbles and other beverages
Source: Roy Morgan Single Source (Australia), October 2013 – September 2014 (n=17,450).
And the higher the household income, the higher the proportion of Champagne/sparkling wine drinkers. Whereas 16% of people from households on incomes between $100,000 and $149,999 drink the stuff, this figure sky-rockets to 31% of those from households with incomes of $250,000 or more.
Yet it’s not just Champagne and sparkling wine that people from high-income households are more likely to drink than their lower-earning counterparts. They are also dramatically more likely to drink beer in an average four weeks (peaking at 53% of people from households earning between $200,000 and $249,999), as well as spirits, table wine and, to a lesser extent, cider.
Champagne may be the drink of Kings, but it’s got some stiff competition!
Angela Smith, Group Account Director, Roy Morgan Research, says:
“Tending towards the higher end of the socio-economic spectrum, with a skew towards women and the 50-64 age group, Australia’s Champagne and sparkling wine drinkers embody bubbly’s tradition as the beverage of choice among the rich and refined.
“Bear in mind too that people aged 50-64 are typically at the peak of their career and earning capacity, while their parenting responsibilities are easing off as their kids get older. What better excuse to have some fun? With strong celebratory associations, champagne and sparkling wine certainly fit that bill.
“Increased social activity with friends who are at a similar life stage, furthermore, would no doubt often involve a drink or two (and not necessarily of the bubbly variety). This probably explains why the same high-earners who are most likely to drink Champagne and sparkling wine are also more likely to drink beer, spirits and table wine in an average four weeks.
“After all, there are plenty of wines, beers and spirits that are well within the financial reach of Aussies from less affluent households, so it’s not all about the money.”
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.
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