In search of the national beer brand
Reviewing the mainstream beer situation in Australia, it appears that brand preference and brand loyalty is still a state-by-state thing, with each state having a separate, strong identity.
Mainstream beers have well over half the total beer market and are heavily supported by sports sponsorships and aligned promotions. Overall, Foster’s Victoria Bitter is the country’s favourite beer but Carlton Draught (Foster’s) is bucking the flat trend of the mainstream category. Lion Nathan has given national promotion to Tooheys New, which remains number one draught beer in New South Wales, supported by Tooheys Extra Dry and Tooheys Old, both of which are also available nationally.
Elsewhere for Lion Nnathan, Castlemaine XXXX Bitter is king in Queensland with XXXX Gold; the latter also has strong support around the nation. West End Draught, top in South Australia, and Swan Lager and Emu Bitter from West Australia, whilst strong in their own states, are generally considered as regional beers.
Growth of full-strength packaged beers, largely driven by the low-carb segment, is evident in all states but at rates lower than the total packaged category, due to the high growth of premium brands. Low-carb sales now represent 6.1 percent value of packaged beer; key brands are Pure Blonde, Hahn Super Dry and Carlton Premium Dry.
It is interesting to note that Australian Bureau of Statistics reports indicate that total Australian beer consumption is now at it’s lowest since 1960 i.e. in the days of the notorious “six o’clock swill”.
