News dalla rete ITA

15 Febbraio 2021

Australia

‘HALO EFFECT’ DOUBLES SALES OF NO-ALCOHOL BEER

The no-alcohol beer segment has more than doubled in sales at major liquor chains Dan Murphy’s and BWS in the past year, and is projected to be one of the bright spots for a downtrodden beer industry in Australia until 2024. The sharp jump at liquor retailers has come off a very low base and experts say it is been triggered by a rethink of health priorities by some consumers since the COVID-19 pandemic arrived, and a heavy step-up in marketing budgets by big players including Heineken and Carlton & United Breweries. Billy Ryan, category manager for Craft Beer at Endeavour Drinks, which operates 1383 BWS outlets and 246 Dan Murphy’s superstores in the Woolworths stable, said the category had more than doubled from a low base in a year. There had been a spike in December and January, as people opted for other alternatives at more subdued celebrations over the festive season and New Year’s Eve. It comes against the backdrop of a big hit to the beer industry around the world because of COVID-19 shutdowns of the hospitality industry, although that has been offset partially by higher in-home consumption. Mr Ryan said heavy spending on marketing by the big producers had helped lift the whole no-alcohol or low-alcohol category, with dozens of craft brewers working on similar products to the bigger companies. “It’s created a halo effect across the range,” he said. “We are certainly seeing a lot of innovation and there’s a lot going on among craft brewers.” A study by London-based research group IWSR Drinks Market Analysis found no-alcohol and low-alcohol beer consumption was on the rise in most countries. Australia was among those where growth is projected to be one the highest over the next four years. The group forecasts that volume growth in Australia out until 2024 in the no-alcohol and low-alcohol category was expected to be about 16 per cent. The National Health and Medical Research Council, Australia’s chief scientific body, last year recommended all adults drop their alcohol consumption from 14 to 10 standard drinks a week. It released the new guidelines after four years researching the effects of alcohol consumption. (ICE SYDNEY)


Fonte notizia: AFR 10.02.2021