Thirty-six Brand awards were distributed to Australian producers and suppliers at the tenth annual Australian Drinks Awards hosted in Sydney on Thursday. The Brand Awards are divided into two categories: Fan Favourite and Gaining in Popularity and are determined by research undertaken by Thrive Insights via a survey of over 4,000 target consumers.
Thrive Insights’ Director, Chris Papadimitriou shared these insights about consumer behaviour this year:
“This year it seems drinkers are a bit more adventurous, seeking new and interesting products. The Gaining in Popularity award showcases this perfectly with some exciting brands taking out these awards. Japanese beverage brands remain highly desirable, with brands from Japan winning awards in Beer and RTD. Smaller brewers are also well regarded by consumers, taking out awards in Craft Beer and Cider.”
“Non-alcoholic drinks categories are becoming more competitive, with a growing range of zero% alcohol options. Winemakers, brewers and distillers are now offering a wide selection exciting and full flavoured alternatives that consumers love.”
The top 200 drinks brands identified by Dan Murphy’s ranging and ALM withdrawal data are automatically entered into the competition.
The detailed annual Brand Health Report from Thrive is again available for purchase, helping to gain a better understanding of your brands’ health with YOY data now also on offer.
The key brand health metrics used are:
• Awareness
• Trial
• Drink regularly
• Most often brand
• Favourite brand
The data is available by category with discounts for multiple categories. Contact Marketing Manager, Kylie Le Lievre for further information.
Fan Favourite Awards
Mr Papadimitriou said, "The Fan Favourite award is a prestigious award as it encompasses both brand and loyalty metrics to crown the most beloved brands across Beer, Cider, Wine, Spirits and RTDs.”
He also observed that there was strong competition across each category for the title of Fan Favourite.
The Fan Favourite Awards are sponsored by Manildra Group again this year. Manildra’s Head of Ethanol, Debbie Forster said, "The Fan Favourite award has legendary status in the drinks industry – celebrating iconic beloved brands that Aussies have fallen in love with – and can’t get enough of them. Fans across the nation connect a shared fondness for these delicious top drops – and you’ll know why at first sip. These award-winning cherished brands deserve a spot on your shelves – all are brilliant combinations of premium quality, craftmanship, flavour and technique.”
BEER & CIDER
Carlton & United Breweries has made a big comeback this year, winning four of the seven possible Fan Favourites awards in the Beer and Cider categories. Firstly, VB wrestled back the title of Fan Favourite Classic Beer, having been briefly toppled by XXXX Gold in 2021, while Great Northern continues to dominate the Contemporary Beer category winning again this year for the third year running.
This beer from Far North Queensland leverages its idyllic outdoor lifestyle brand persona and continues to deliver on easy drinking refreshment to beer drinkers across Australia.
Corona Extra regained the top spot for Beer – Premium which was awarded to Lion’s Heineken last year, while CUB’s Somersby Cider is again the clear Fan Favourite Cider in 2022.
Lion won Fan Favourite Craft Beer with the award going to Stone & Wood’s Pacific Ale, just ahead of James Squire One Fifty Lashes (also Lion) which won the award last year. Heineken 0.0 was awarded Non-alcoholic Fan Favourite Beer again this year.
Sweden’s Kopparberg Non-Alcoholic Cider is the favourite non-alcoholic cider for consumers this year.
RTD & SELTZER
Jim Beam Bourbon & Cola regained its position as crowd favourite this year after coming second to Jack Daniel's Double Jack & Cola last year.
CUB’s Vodka Cruiser Originals held on to the top spot for Fan Favourite RTD White again this year, just ahead of Smirnoff Ice Double Black and Diageo’s Gordon's 0.0 % Gin with Tonic & Lime won Fan Favourite non-alcoholic RTD for 2022.
For the first time this year there is a Fan Favourite Seltzer Award, with Smirnoff Seltzer taking out the top award ahead of White Claw in second place.
SPIRITS
Diageo has won three of the four awards in this category. Gordon’s 0.0 is Australian consumers’ favourite non-alcoholic spirit; Smirnoff wins for White Spirits and Bailey’s remains a standout in the Aperitif / Liqueur segment.
Brown Forman’s Jack Daniel’s was a clear winner again this year as fan favourite in the Dark Spirits category.
WINE
In 2022, Penfolds and Oyster Bay remain the favourite red and white wines for Australian wine drinkers while, TWE’s Squealing Pig has taken the lead as Australia’s favourite Rose.
Brown Brothers is again the Australian fan favourite when it comes to Sparkling. Thrive Insights’ research shows that Moët & Chandon is head and shoulders above its competition as the favourite Champagne brand among consumers.
Wolf Blass’ brand strength is on show in the non-alcoholic wine category which only hit the market in October 2021, rapidly found its feed and became Fan Favourite. There is now strong competition in non-alcoholic wine, after McGuigan dominated the category last year.
Gaining In Popularity Awards
The Gaining in Popularity awards reward consumer engagement across spirits, beer, wine, RTDs and cider.
Thrive’s Mr Papadimitriou said, “The Gaining in Popularity award showcases emerging and interesting brands with a number of challengers this year This award always generates considerable interest, and this year is no different with some exciting brands taking out this category.”
IRI returned as the sponsor of the Gaining In Popularity category again this year and Marketing Director, Chelsey Peace said, "We are delighted to sponsor the Australian Drinks Awards 'Gaining in Popularity' category. At IRI, an organisation dedicated to helping brands to drive growth through enhanced understanding of consumer behaviour and the broader market, this category is about recognising and celebrating the brands that do this the best.
"The past year has been a year like no other and at IRI we are pleased to see so many wonderful brands in contention this year, from well-known household brands through to new market entrants. This year's awards show us that innovation, insights, agility and action are alive and well and have helped so many drinks businesses to not only survive over the last year, but to thrive. Well done."
BEER & CIDER
Reschs Pilsener wins the Gaining In Popularity Classic Beer this year, just two years after the beer was returned to its iconic Reschs Silver Bullet can format. It had been bottled since 2005.
Miller Chill Blood Orange debuts as Gaining in Popularity Beer – Contemporary. A success that Mr Papadimitriou says is largely attributable to consumer interest in new and exciting beer flavours. Miller’s win is also a debut for Good Drinks at the Australian Drinks Awards. The Australian business signed a distribution deal with Molson Coors in May following CCEP’s decision to divest its beer and cider portfolios.
Kirin Ichiban is the Gaining in Popularity Premium Beer and Your Mates Larry Pale Ale from the Sunshine Coast the Gaining in Popularity Craft Beer which was also voted third in the 2021 GABS Hottest 100.
Mr Papadimitriou said, “In the premium beer category, Kirin Ichiban, one of Japan’s most beloved brands, has been a hit amongst Australian beer drinkers, while the distinctive Your Mates Larry Pale Ale is a craft beer to watch taking out Gaining in Popularity Craft Beer award.”
Brothers Nat and Callum Reeves are the founders of South East Brewing Co and the duo behind KAIJU! Beer and Golden Axe Cider. It is their Cider which has been awarded the Gaining In Popularity – Cider Award this year.
RTD
Brookvale Union Spiced Rum & Ginger Beer continued to gain the most popularity, taking out the top spot again in 2022 for RTD Dark. Japanese cult classic - 196 Double Lemon Shochu Vodka & Soda from Beam Suntory takes out the RTD White Gaining In Popularity Award this year, well ahead of the competition.
SPIRITS
Award winning South Australian distillery, 23rd Street, owned by VOK Beverages, won in the Dark Spirits category for its whisky ahead of last year’s winner Dead Man’s Fingers. While Diageo’s Aviation American Gin, co-owned with Hollywood fave Ryan Reynolds and crafted in Portland, Oregon, took the top position for Gaining In Popularity.
Tasmanian whisky distillery, Hellyers Road, gained the most popularity in the aperitif/liqueur segment for its Whisky Cream Liqueur.
WINE
McLaren Vale’s Paxton Vineyards is a newcomer to the Gaining In Popularity list winning for Red Wine and Constellation’s Kim Crawford from New Zealand won in the White Wine category.
Accolade Wines' brand Cupio won in the Rosé category, gaining the most popularity ahead of La La Land while purple wine, Purple Reign from Masstengo Wines in Western Australia gained the most ground in the Sparkling Wine category.
Thrive says that Cupio in Rose’ and Purple Reign in Sparkling have proved very popular in their respective categories, reflective of consumer appetite for new and exciting drinking experiences.
Joval Wines’ Louis Roederer, one of the last, family-owned producers in Champagne gained the most in popularity this past year, ahead of last year’s top three: Veuve Clicquot, Moët & Chandon and G.H. Mumm.
Congratulations to all the winners in the Brand Awards category. The Fan Favourite Brand Awards are sponsored by Manildra and the Gaining In Popularity by IRI.
The Brand Health Report from Thrive Insights is now available to Drinks Association member companies. Contact Marketing Manager, Kylie Le Lievre for further information.
All the winners from the Australian Drinks Awards are available here:
Photos by Belinda Rolland