Dan Murphys reveals how Aussie drinking habits have changed over last decade

Picture it’s Christmas 2014.

A hot summer’s day.

As you sat down for lunch, were you holding an ice-cold full-strength beer? Or a glass of Sauvignon Blanc…perhaps champagne?

Chances are, your drop this December is quite different.

For the first time, drinks giant Dan Murphys has tracked and revealed how Australia’s drinking preferences have transformed over the past decade.

“It’s been a really fascinating exploration of the big picture trends that have been happening across the market”, Dan Murphy’s managing director Agi Pfeiffer Smith says.

Our palate has matured, we prefer lighter beers and wines, but we’re less fussed how they’re packaged, preferring to prioritise cost and convenience.

“We’ve come a long way from flipping through catalogues to find discounts, as younger generations are now prioritising experiences that complement their lifestyles, often opting for services that offer ultra-convenience over price-led value,” she adds.

Some of us have banished booze. Either on occasion, or altogether. Low or zero alcohol options were barely stocked 10 years ago, now they’re a staple.

“When people entertain now, they’ll be buying both alcoholic and non-alcoholic drinks to cater for everyone” she says.

No alcohol beer is big. So too mid-strength and low carb. Our taste in beer has shifted to local and light. Foreign premium ales making way for local craft lagers. The purchase of ginger beer has grown ten-fold.

With wine, the days of the ‘Savvy B’ are done. Ladies who lunch have done an about-face and are back on the good old-fashioned chardonnay.

Big, bold reds have dropped off too. Aussies preferring lighter or even chilled red wine, like Pinot Noir or Grenache.

Cost pressures have taken the fizz out of champagne. Drinkers toasting with prosecco or Australian sparkling wine instead.

And while cask wine is not making a come-back, the ‘bagnum’ is here to stay. 1.5 litre vacuum-sealed bags that keep wine fresh for 30 days.

The fad is part of a ‘convenience craze’ that’s also seen canned cocktails hit the shelves.

“Innovations such as bagnums has ensured that customers have access to products that are convenient and versatile, and that cater for a variety of social settings.”

Dan Murphy’s says it’s all part of a shift to ‘mindfulness’ being driven by young drinkers, Pfeiffer Smith summarising the company’s focus as we head into the next decade “today’s customer demands more from brands than they ever have before and placing them at the heart of our strategy ensures we stay relevant and meet their needs.”