The 12th annual Australian Drinks Awards held last Thursday at the Hilton Sydney, celebrated branding triumphs as The Drinks Association honoured Australian producers and suppliers with 41 consumer-rated brand awards.
Thrive Insights conducted a survey of over 4,000 consumers aged 18 to 59 to determine the winners. The awards were divided into two categories - Fan Favourite and Gaining in Popularity - based on consumers' recent alcohol purchases and reasons for their choices. The competition results included the top 200 drinks brands identified through key retailer and wholesaler withdrawal data.
Drinks Trade recently reached out to Chris Papadimitriou, Director at Thrive Insights, to discuss his key takeaways concerning the consumer market highlighted by the results. Two of the key trends included health-conscious purchasing decisions and rising cost of living pressures.
Papadimitriou said, “I've seen some volume shifts. People will, when they have less disposable income, need to make a trade.”
Interestingly, one of the affected categories was seltzer, which helped to consolidate the better-for-you RTD segment.
“Seltzer really took off, but again, like everything, it plateaus out,” he added.
More holistically, however, the data produced by Thrive Insights highlighted how RTD is continuing to steal market share away from other categories such as cider and beer.
2024 FAN FAVOURITE BRAND AWARDS
The Fan Favourite Award, based on a comprehensive score of brand awareness and consumption metrics, recognised the most popular brands.
This year's Fan Favourite Awards were sponsored by NIQ. NIQ Pacific’s Managing Director Pete Sheridan said, “NIQ is proud to celebrate the iconic liquor brands that resonate deeply with consumers. In an industry where consumers wield considerable choice and control over brand engagement, the key to success lies in delivering what consumers want, being uniquely relevant, and ensuring real-time availability.”
Fan Favourite - Beer & Cider
Once again, Victoria Bitter retained its status as the ‘most loved’ classic Australian beer. Survey participants commented on its consistency, full body, and refreshing flavour: “It has a full-bodied taste and is always consistent,” wrote one consumer.
Next, Carlton Dry came in as the Fan Favourite Contemporary Beer, topping long-standing segment leader Great Northern.
Corona was named the Fan Favourite Premium Beer for the third consecutive year. According to Papadimitriou, “It's just such a classic flavour - consumers like to discuss how they drink it. They mention they love to place a lime or a lemon in it, and it's a real experiential thing.”
Rounding out the Beer Fan Favourites is Stone & Wood Pacific Ale, which has jostled with James Squires’ 150 Lashes for the number one spot over the past several years.
In terms of Cider, Somersby continues to dominate, while the fan favourite non-alcoholic cider for 2024 was The Apple Thief’s Non-Alcoholic Apple & Blueberry product.
Fan Favourite - RTD & Seltzer
This year, Jim Beam Bourbon & Cola returned as the ‘Most Loved’ dark RTD, having been previously beaten by Canadian Club Whisky & Dry in 2023 and Jack Daniel’s Double Jack & Cola in 2021.
In the white RTD category, Vodka Cruiser has reinstated its dominance, once again reclaiming the Fan Favourite title it has occupied since 2019.
First introduced in 2022, the Fan Favourite Seltzer award was again won by Smirnoff Seltzer.
The final award available in the sector, the Fan Favourite Non-Alcoholic, was claimed by Vok for its Pina Colada Mocktail RTD.
Fan Favourite - Spirits
Dark Spirit Fan Favourite was awarded to Jack Daniel's, long-term category winner. Key factors influencing consumer voting for Jack Daniel’s was because of availability and taste. One consumer wrote: “it's a brand I've had for years and trust. Flavour never lets me down. Always a personal and party favourite.”
Smirnoff again was named Australia’s Fan Favourite White Spirit, with consumer voting influenced hugely by price and availability.
Baileys Irish Liqueur was another repeat winner, taking out the Aperitif/Liqueur Fan Favourite title. Consumers said they love the product’s flavour and “creamy sweetness.”
The Fan Favourite Non-Alcoholic Spirit was awarded to Gordon's 0.0 Gin, continuing its winning streak since 2022.
Fan Favourite - Wine
Penfolds returned as the established Red Wine Fan Favourite, with consumers recognising its history, quality, and reliability. “It’s heritage. It’s had some of the best vintages in the country,” wrote one consumer, while another wrote “it is an Adelaide iconic brand with a refined taste.”
However, it was Jacob’s Creek that stole the show for the Wine -Fan Favourite segment of the 2024 Australian Drinks Awards, taking out the White, Rosé, and Sparkling categories.
Moët & Chandon again returned as the Fan Favourite Champagne and Brown Brothers took out the Fan Favourite Non-Alcoholic wine for the first time with its Moscato Zero.
2024 GAINING IN POPULARITY BRAND AWARDS
The Gaining in Popularity Awards recognise consumer engagement across spirits, beer, wine, RTDs, and cider.
StayinFront Group sponsored the Gaining in Popularity category this year. Marketing Director Archel Aguilar conveyed their enthusiasm, saying,“ We are thrilled to recognise the innovation and excitement driving both new and established brands in the drinks industry."
Gaining in Popularity - Beer & Cider
Starting with beer, Tooheys New was recognised as the Classic Beer Brand currently gaining in popularity, a notable feat for a brand with such established heritage. Drinks Trade reached out to Lion’s Connections Director Chris Allan to discuss the award: “It’s so exciting, I mean you’ve got to also remember it’s 150 odd years old this brand so to receive an accolade like gaining in popularity kind of warms the heart."
Next up, Better Beer received the accolade for Gaining in Popularity for Contemporary Beer. “Better Beer: it's all about lower carb, much better for you,” said Papadimitriou.
The Premium Beer currently gaining in popularity is Asahi Super Dry, Japan’s number one beer. The final category, Craft Beer, was taken out by Good Drinks Australia’s Gage Roads Hazy As.
Papadimitriou said, “In terms of gaining popularity, the premium category has been dominated by Japanese beers over time. In the craft category, the Hazy As from Gage Roads won; and it's interesting because Balter’s Easy Hazy won last year.”
Great Northern Zero emerged as the Non-Alcoholic beer gaining in popularity for the year taking over from the Award’s inaugural winner, Gage Road’s Yeah Buoy Non Alcohol, which won in 2023.
Meanwhile, Good Drinks Australia picked up a new trophy for Magners, the Cider that most gained in popularity over the past year. Most consumers appreciated the drier profile of the Magners Irish Cider brand. One described it as “not too sweet, has a clean crisp taste and was the first cider I drank and like that most pubs have it in tap.”
Gaining in Popularity - RTD & Seltzer
While the Fan Favourite RTD & Seltzer brands tend to remain relatively stable year on year, the Gaining in Popularity brand shines a light on a diverse selection of emerging trends and products. For 2024, Southtrade’s Fireball with Apple was the Dark Spirit RTD that most gained in popularity, CUB’s Hard Rated was the White Spirit RTD that came out on top, and Gravity was the Seltzer brand that saw the greatest change in popularity.
Naked Life Mojito was recognised as the Non-Alcoholic RTD most gaining in popularity.
Gaining in Popularity - Spirits
For Dark Spirits, Sheep Dog Peanut Butter Whiskey was the top performer, following on from last year’s winner Yamazaki, a Japanese whisky.
The white spirit currently gaining in popularity is Ampersand Vodka, which was fully acquired by Australian Beer Co towards the end of last year.
36 Short’s Limoncello clenched the title of Aperitifs/Liqueurs Gaining in Popularity, and Naked Life’s London Dry was named the Non-Alcoholic spirit currently growing in popularity, backing up their equivalent win in RTD.
Gaining in Popularity - Wine
The winner of the Red Wine Gaining in Popularity title was Rathbone Wine Group’s Little Yering. Following this, Cloudy Bay won the white wine award, Collector Wines won in Rosé, and 19 Crimes won for sparkling wine. The coveted title of Champagne brand currently Gaining in Popularity was claimed by Pernod Ricard’s G.H. Mumm.
Backing up its Non-Alcoholic Fan Favourite win, Brown Brothers’ also took home the title of Non-Alcoholic Wine Gaining in Popularity for its Prosecco Zero.
Edwina Bartholomew was MC at the 12th annual Australian Drinks Awards, where 48 awards were distributed to recognise achievement and excellence in the drinks industry, including 41 Brand Awards, four Supplier awards, and three Contribution to Industry Awards.
The Drinks Association congratulates all the winners of this year's Fan Favourite and Gaining in Popularity Brand Awards.
The Drinks Association would like to extend its thanks to its generous sponsors for this year’s event.
All the winners from the 2024 Australian Drinks Awards are available here:
