CGA by NIQ has revealed the trends that shaped Australia’s on-premise in 2024, with its data showing consumer preferences for RTDs and draught cocktails are surging.
Over half of consumers (51%) reported encountering draught cocktails and mixed drinks when out, although 45% believe that while the category is improving, it still falls short of traditional bartender-made products.
Diageo MD Dan Hamilton told The Australian that the drinks giant expected to fit more than 200 pubs around Australia by the end of 2023 with cocktail taps to give consumers the opportunity to imbibe at competitive prices.
Notably, the total number of RTD drinkers increased from 48% in March to 55% in September, with significant growth of RTD drinkers that are among the 55+ age group (from 13% to 22%).
CGA by NIQ said this shift highlighted the importance of investment in beyond-beer options to stay competitive, especially in the venue types that RTD drinkers expect to see RTDs and draught cocktails on offer.
In nightclubs 28% expected RTDs and draught cocktails; in bars/late-night bars, 21% expected to see RTDs and 27% expected to see draught cocktails; in hotels, 19% expected RTDs and 22% expected draught cocktails.
Senior Manager – Pacific Tom Graham said: “Ready-to-drink (RTD) beverages are gaining traction, with operators increasingly allocating taps to non-beer products. This shift presents both challenges and opportunities for drink brands to rethink their approach to tap-line allocation.
“The Australian liquor industry is poised for transformation in 2025. From the resurgence of on-premise consumption to the rise of RTDs, the landscape is dynamic and filled with opportunities.”
AVC swaps its beer taps for draught RTDs