With the twelfth annual Australian Drinks Awards fast approaching this Thursday 18 July, Drinks Trade and the Drinks Association recently caught up with Chris Papadimitriou, Director at Thrive Insights to discuss some of the key trends that have been highlighted among this year’s cohort of Brand Award winners. 

There are 41 Brand Awards spread across the Fan Favourites and Gaining in Popularity categories. They are determined by automatically entering the top 200 drinks brands (identified from key retailer ranging and wholesaler withdrawal data) in each drinks category into the competition. Thrive Research then establishes the winners via a survey of 4,000 consumers.

Better-for-you 

The first trend evident in this year’s results is the better-for-you movement. Now a well-consolidated product trend, this year’s winners reveal brands owned by drinks groups of various sizes that have successfully managed to capitalise on the better-for-you market cue. 

Strong investment in marketing

Given that the Brand Awards results are based upon data, insights and opinions sourced directly from Australian consumers, the results provide an insightful perspective into the importance and effectiveness of engaging marketing campaigns. According to the research team at Thrive Insights, strong advertising can assume a variety of forms, from catchy songs through to the physical appearance of a product in a retail setting. 

Flavour-forward

A third key trend that features prominently across the top brands of 2024 is having a full, strong, and/or unique flavour-forward focus. 

Iconic brands

The final key trend is that of iconic brand recognition. Whilst not a new trend, the positive reputation and relationship that leading brands have with their customers directly underpins their success. This is especially evident across the 2024 Fan Favourite Awards, with many brands continuing to build on their already-established reputations as Australia’s most-loved brands.

The 2024 Australian Drinks Awards ceremony

The winners of the 2024 Australian Drinks Awards will be announced during the 12th annual awards ceremony this Thursday 18 July at the Hilton, Sydney. In addition to the Brands Awards, the results of the Supplier Awards and the Contribution to Industry Awards will also be announced on the night.

Last year, Asahi Beverages’ two business divisions were crowned joint Suppliers of the Year. Managing Director of Advantage Australia Steve Andrews said, “Carlton & United Breweries’ commitment to excellence has led to them sharing the number one position for Supplier of the Year – a significant achievement for the business.”

Advantage Australia, which has supported the awards since their conception 12 years ago, will return as the sponsor of the Supplier of the Year Award for 2024. CEO John McLoughlin said, “Advantage Group is proud to sponsor the highly coveted Supplier of the Year Award again this year.

“We recognise the integral role of suppliers in shaping retail strategies and improving shopper engagement and the commitment required to foster strong partnerships that drive mutual success.”

According to McLoughlin, the 2023 Most Improved Supplier of the Year was a dual-victory for William William Grant & Sons and Campari because they demonstrated the strongest year-on-year progress, both progressing 31 places in their Advantage scores. For 2024, the Most Improved Supplier of the Year Award is being sponsored by ALM.

“As a business, we are committed to strengthening our partnerships with the suppliers and the independents we support to uncover new avenues for growth and customer satisfaction,” said CEO Kylie Wallbridge.

“It's fantastic to showcase the finalists who have made remarkable progress in collaborating with retailers, reflecting our shared journey toward success."

Added seven years ago, The Australian Drinks Awards Contribution to Industry awards recognise the drinks groups facilitating a more diverse and inclusive industry. CEO of the Drinks Association Georgia Lennon said, "the intent behind them is to recognise the amazing efforts our member organisations put into the areas of our people, the environment and the community.

“Over the years these awards have evolved. We want to ensure we continue to reward and recognise the areas where members are putting effort and resource.”

Around 400 drinks industry professionals will be in attendance at this Thursday’s event, which will feature a cocktail bar with drinks created by six Drinks Association Category One Members. The full menu can be viewed below.

To learn more about the event, click here.

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