EDG sees non-alcoholic drink sales double
Sales data from BWS and Dan Murphy’s has shown sales of non-alcoholic drinks have more than double in the last year.
This puts non-alcoholic drinks as one of the fastest growing categories for the Endeavour Group, and highlights the changing habits of Australian drinkers.
Adam Fry, General Manager of Buying & Merchandising of Endeavour Group, said: “This is a reflection of a broader trend where consumers are choosing to moderate, with particular interest from customers in metro areas. We expect this trend to continue.”
In the last 12 months, sales of non-alcoholic beer, wine, cider, RTD and spirits peaked during Christmas and July, and there was also an uplift in sales in March to coincide with customers preparing for Covid-19 lockdown. Endeavour Group said that non-alcoholic beer is its fastest growing category.
“One of the reasons beer is so popular is that brewers have managed to create a product that replicates the flavour profile of the alcoholic version. Winemakers and distillers are following suit and many have managed to perfect the art of creating alcohol-free beverages that taste great,” Fry said.
Non-alcoholic spirits producer Lyre’s has seen huge success since its launch 12 months ago, winning multiple awards and recently securing national listing with Dan Murphy’s.
“We know some Australians are choosing to drink differently and our product range is designed to give them freedom of choice – the same great taste we know people love, but alcohol free. Having a range means you can recreate your favourite drink or cocktail, be it a G&T, a negroni, a spritz or even the crowd-pleasing espresso martini in a non-alcoholic format,” Lyre’s co-founder Mark Livings said.