Raising the Glass: How Australians Are Redefining Drinking
Australia’s drinking culture is shifting. Not away from alcohol altogether, but towards a more fragmented, intentional, and occasion-led future. From “better-for-you” cues to value pressures and changing drinking rhythms, the market is being reshaped in real time.
Drinking rhythms diverge
A quarter of Australians drink every 2–3 days, while nearly a third drink rarely or not at all. The middle ground of casual drinkers is shrinking, leaving brands to serve both loyal regulars and intentional abstainers.
From routine to ritual
Younger drinkers lean into social events, while older and higher-income households tie alcohol to winding down.
Alcohol is less about habit and more about moments:
Wellbeing and wallets bite
30% of Australians are cutting back, with health (24%) and rising costs (14%) leading the charge. When people reduce consumption, they’re not swapping to no/low alternatives, they’re walking away altogether and choosing water, soft drinks, or coffee instead.
Familiar beats flashy
Taste rules at 74%, but value (47%) and trusted brands (45%) carry nearly equal weight. At retail, 43% grab their favourite, 33% stick to labels they know, and 32% are swayed by specials. Novelty and packaging are still niche drivers.
Identity trumps innovation
Consumers prize “Australian owned” (35%) and relatability (29%) over abstract innovation. Two-thirds couldn’t name an innovative alcohol brand, and those who did pointed to RTDs, new flavours, or boutique craft. The innovation gap isn’t about making more, it’s about making meaning.
This is just the start. The full research digs deeper into occasions, segments, and shifting consumer expectations, and with Ideally’s research, you can explore the dataset live, connect the dots across categories, and pressure-test your own brand strategy.
