The 12th annual Australian Drinks Awards held last Thursday at the Hilton Sydney, celebrated branding triumphs as The Drinks Association honoured Australian producers and suppliers with 41 consumer-rated brand awards.
Thrive Insights conducted a survey of over 4,000 consumers aged 18 to 59 to determine the winners. The awards were divided into two categories - Fan Favourite and Gaining in Popularity - based on consumers' recent alcohol purchases and reasons for their choices. The competition results included the top 200 drinks brands identified through key retailer and wholesaler withdrawal data.
Drinks Trade recently reached out to Chris Papadimitriou, Director at Thrive Insights, to discuss his key takeaways concerning the consumer market highlighted by the results. Two of the key trends included health-conscious purchasing decisions and rising cost of living pressures.
Papadimitriou said, “I've seen some volume shifts. People will, when they have less disposable income, need to make a trade.”
Interestingly, one of the affected categories was seltzer, which helped to consolidate the better-for-you RTD segment.
“Seltzer really took off, but again, like everything, it plateaus out,” he added.
“You've got the early adoption, then the mass majority finds out about them, but there's other offerings to these as well. A lot of people who drink these will get a vodka, lime, and soda, so they're competing in that area.”
More holistically, however, the data produced by Thrive Insights highlighted how RTD is continuing to steal market share away from other categories such as cider and beer.
“Cider was strong - if you weren't having a beer and you wanted something sweet and refreshing, you'd go a cider or vodka cruiser or something similar - but cider's dropped off due to the emergence of other RTDs and because of the sugar associated with it. They've come up with low sugar offerings and new flavours, but the category's just lost a lot of steam,” said Papadimitriou.
“Beer in general is also on the decline. People are looking for healthier options, especially younger drinkers.”
2024 FAN FAVOURITE BRAND AWARDS:
The Fan Favourite Award, based on a comprehensive score of brand awareness and consumption metrics, recognised the most popular brands.
This year's Fan Favourite Awards were sponsored by NIQ. NIQ Pacific’s Managing Director Pete Sheridan said, “NIQ is proud to celebrate the iconic liquor brands that resonate deeply with consumers. In an industry where consumers wield considerable choice and control over brand engagement, the key to success lies in delivering what consumers want, being uniquely relevant, and ensuring real-time availability.”
Fan Favourite - Beer & Cider
Once again, Victoria Bitter retained its status as the ‘most loved’ classic Australian beer. Survey participants commented on its consistency, full body, and refreshing flavour: “It has a full-bodied taste and is always consistent,” wrote one consumer.
Next, Carlton Dry came in as the Fan Favourite Contemporary Beer, topping long-standing segment leader Great Northern.
Corona was named the Fan Favourite Premium Beer for the third consecutive year. According to Papadimitriou, “It's just such a classic flavour - consumers like to discuss how they drink it. They mention they love to place a lime or a lemon in it, and it's a real experiential thing.”
Rounding out the Beer Fan Favourites is Stone & Wood Pacific Ale, which has jostled with James Squires’ 150 Lashes for the number one spot over the past several years.
In terms of Cider, Somersby continues to dominate: “Somersby - it is such a strong category leader and delivers on key drivers of taste and refreshment - it's light, it's sweet, easy to drink, it just hits all those things,” said Papadimitriou.
The fan favourite non-alcoholic cider for 2024 was The Apple Thief’s Non Alcoholic Apple & Blueberry product.
Fan Favourite - RTD & Seltzer
This year, Jim Beam Bourbon & Cola returned as the ‘most loved’ dark RTD, having been previously beaten by Canadian Club Whisky & Dry in 2023 and Jack Daniel’s Double Jack & Cola in 2021.
In the white RTD category, Vodka Cruiser has reinstated its dominance, once again reclaiming the Fan Favourite title it has occupied since 2019.
First introduced in 2022, the Fan Favourite Seltzer award was again won by Smirnoff Seltzer.
The final award available in the sector, the Fan Favourite Non-Alcoholic, was claimed by Vok for its Pina Colada Mocktail RTD.
Fan Favourite - Spirits
Dark Spirit Fan Favourite was awarded to Jack Daniel's, long-term category winner. Key factors influencing consumer voting for Jack Daniel’s was because of availability and taste. One consumer wrote: “it's a brand I've had for years and trust. Flavour never lets me down. Always a personal and party favourite.”
Smirnoff again was named Australia’s Fan Favourite White Spirit, with consumer voting influenced hugely by price and availability.
Baileys Irish Liqueur was another repeat winner, taking out the Aperitif/Liqueur Fan Favourite title. Consumers said they love the product’s flavour and “creamy sweetness.”
The Fan Favourite Non-Alcoholic Spirit was awarded to Gordon's 0.0 Gin, continuing its winning streak since 2022.
Fan Favourite - Wine
Penfolds returned as the established Red Wine Fan Favourite, with consumers recognising its history, quality, and reliability. “It’s heritage. It’s had some of the best vintages in the country,” wrote one consumer, while another wrote “it is an Adelaide iconic brand with a refined taste.”
However, it was Jacob’s Creek that stole the show for the Wine - Fan Favourite segment of the 2024 Australian Drinks Awards, taking out the White, Rosé, and Sparkling categories. The high level of brand confidence was evident in the consumer commentary. This includes comments such as “it’s the brand that I trust,” “the brand and reputation of the wine, and also the taste,” and “reputable brand always consistent in flavour” for Jacob’s Creek White, Rosé, and Sparkling wine categories respectively.
Moët & Chandon again returned as the Fan Favourite Champagne and Brown Brothers took out the Fan Favourite Non-Alcoholic wine for the first time with its Moscato Zero. Last year, the Brown Brothers Moscato Zero received the inaugural Non-Alcoholic Gaining in Popularity award, reflecting it as a now well-established Fan Favourite product.
The 2024 Australian Drinks Awards Brand Awards were divided between Fan Favourite and Gaining in Popularity categories. More brand insights from the Gaining in Popularity results will be published to Drinks Trade soon.
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