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Booze brands have the luck of the Irish

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
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-booze

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.”

For comments or more information please contact:

Angela Smith, Group Account Director - Consumer Products
Telephone: +61 (2) 9021 9101
Angela.Smith@roymorgan.com

Related research reports

View our extensive range of Alcohol Profiles, including the Whisky Drinkers Profile, Cider Drinkers Profile and more. These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.

About Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate

40%-60%

25% or 75%

10% or 90%

5% or 95%

5,000

±1.4

±1.2

±0.8

±0.6

7,500

±1.1

±1.0

±0.7

±0.5

10,000

±1.0

±0.9

±0.6

±0.4

20,000

±0.7

±0.6

±0.4

±0.3

50,000

±0.4

±0.4

±0.3

±0.2