The Grocer has released its annual ranking of the top selling drinks brands in the UK by value and volume, Britain’s Biggest Alcohol Brands 2024, which includes five Australian brands in the top 50.

Some brands saw their fortunes rise, including Casella’s Yellow Tail and Accolade’s Jam Shed, which were up 8.1% and 13.4% respectively.

Others took a hit, with Australian Vintage’s McGuigan brand down 3.4%. However, the biggest percentage fall in the top 100 was for Treasury Wine Estates’ Wolf Blass, which went from 56th to 65th place on the list with a 21% drop in sales.

Here are the top five brands with Australian connections.

1. Hardys

Hardys came in at number five on The Grocer’s ranking, the same position it held in 2023, with sales of £309.2 million and
growth of 1.8%.

The Grocer said: “A 4.8% hike in average price per litre has helped nudge Hardys’ value into the black, but volumes have fallen by 1.1 million litres.

“Not that owner Accolade Wines seems terribly worried.”

“Any brand delivering value growth in the past year should be viewed as a success,” said marketing director Tom Smith.

“The wine category has faced two key challenges that have impacted performance: duty change and the cost of living crisis.”

Duty on wine rose 10.1% last August, in line with inflation, adding 44p to the cost of any standard bottle with an abv of more than 12.5%.

“While some cost price increases were necessary, we’ve been able to manage the portfolio effectively to mitigate the impact,” Smith said.

2. Fosters

Australian-born Foster’s – now brewed by Heineken UK – came in at number eight on The Grocer’s ranking, down from seventh place last year, with sales of £274.4 million, down 7.5%.

The February launch of Foster’s 3% ABV Proper Shandy was a highlight, released to take advantage of the UK’s love of shandies and the recently lowered duty bracket in the UK, which was expanded in August to include drinks with an ABV of 3.4% or less – up from 2.8%.

The product is already worth £1.2 million, with 193 million pints of shandy and lager top sold in pubs every year in the UK.

Heineken UK marketing manager Richard Barnes said: “Foster’s is such a well-known, trusted brand and there was a clear gap in the market for a quality shandy in a convenient format and at an affordable price. Coupled with the growth of moderation, as well as the growing nostalgia trend, Foster’s Proper Shandy taps perfectly into these moments too.”

However, Foster’s made the second-biggest value loss on the list at £22.3 million.

3. Yellow Tail

Yellow Tail entered the top 10 on the list, up from 11th place last year, following £20.2 million in sales growth.

Its core line-up fuelled the majority of that growth, adding £11.5 million, largely due to higher prices. Volumes were actually down 4%.

Its Jammy range was up 11% in volumes, making its three variants worth an extra £9.3 million.

Casella Family Brands (Europe) MD Simon Lawson said new world blends were having a moment in the UK wine category.

“They are easy to shop, with flavour profiles that are tailored to match consumer preferences,” he said.

Jammy also helped the brand appeal to younger wine drinkers. They are “a group that the wine category needs to attract to ensure the long-term health of the category” Lawson said.

Yellow Tail has been investing heavily in marketing, including a £1.8 million ad campaign throughout 2024 and 15,000 consumers receiving product samples.

4. McGuigan

Australian Vintage’s McGuigan label dropped from 18th to 24th on the list, with sales of £185.5 million, down 3.6%.

The Grocer said: “In a bid to claw back sales, McGuigan launched its posher Gold Label range in September, followed by the 7% abv Mid in October.”

5. 19 Crimes

Treasury Wine Estates’ 19 Crimes brand maintained its ranking at 31st on the list with sales of £125.5 million, up 2.8%.

However, the £3.4 million gain for 19 Crimes is due entirely to an average price increase of 7.5% per litre, with volumes down 4.3%. In February, the brand launched The Vanished spiced rum, with a mid-strength wine on the way.

6. Jam Shed

Accolade Wines’ Jam Shed – which was initially launched in the UK but is now available in Australia – rose from 40th place to 36th on this year’s list, with sales of £104.3 million, up 13.4%.

The Grocer said: “Soaring input costs have led to ‘higher retail pricing’, up an average of 9.5% per litre, Jam Shed admits. But the brand still aims to offer ‘different price points’. And volumes have held up, with 3.6% growth.”

Australian Vintage eager to revive Accolade merger talks