A new report by Endeavour Group has revealed dramatic changes to beer drinking habits across the country, with mid-strength overtaking full-strength as Australia’s beer of choice, Japanese lagers beating Mexican cervezas as the top international style, and stout experiencing a major resurgence.
Drawing on purchasing data from millions of Dan Murphy’s and BWS shoppers, The State of the Hops Report shows that after losing ground to spirits and premixed drinks, beer has successfully bounced back to its pre-pandemic share of the liquor market.
Today’s beer drinkers also enjoy more choice than ever before, with a 165% growth in range over the last decade. This equates to 2312 beer products to choose from at BWS and Dan Murphy’s in 2026—an all time high.
BWS General Manager, Merchandise Gill Webb said: “We’ve seen a huge transformation in the Australian beer market, with Aussie beer drinkers now more adventurous and discerning than ever.
“Rather than a single dominant trend, our data reveals a multi-faceted market. For brewers, brands, and retailers, the message from this report is clear. Navigating this exciting new era of beer requires a hyper-localised approach. Simply put, the days of the ‘typical’ beer shopper are officially behind us.”
The major national trends
Despite shopping habits varying greatly from state-to-state, the report highlighted patterns that apply nationally.
Moderation is here to stay
Mindful drinking is officially a lifestyle, not just a passing trend. Australians are redefining how they drink, with the report showing a sustained boom across low-alcohol, non-alcoholic and low-carb beer. Non-alcoholic beer is celebrating its 11th consecutive year of growth, driven by Heineken, Guinness and Asahi, while two thirds of all
Low-Carb beer brands at BWS and Dan Murphy’s saw growth in the past year.
Zebra striping
The moderation movement has given rise to “Zebra Striping” a social trend where shoppers intentionally switch between alcoholic and non-alcoholic drinks. The proof is at the check-out, with nearly half (48.5%) of all Non-Alcoholic Beer baskets between March 2025 and 2026, also containing an alcoholic item, showing that Australians are taking a flexible, best-of-both-worlds approach when it comes to moderation.
Heaps Normal CEO and co-founder Andy Miller said: “The data tells the story: the non-alc category is growing and we’re pretty excited to see that Heaps Normal is the fastest-growing non-alc beer in the country, growing at more than three times the pace of the category.”
Lion Head of Beer Courtney Forde said: “Growth is shifting toward more elevated propositions, premium, low-carb and contemporary styles that better reflect today’s drinker.
“Shoppers are becoming more deliberate, balancing moderation with selective trade-up, and findingvalue through both premiumisation and innovation. Functional benefits such as low and zero carb are gaining traction, particularly with younger consumers who prioritise wellness, but not at the expense of taste.”
The rise of mid-strength
The shift towards moderation has had a big ripple effect on one style in particular, with mid-strength beer officially overtaking full-Strength to be the biggest selling style by volume across BWS and Dan Murphy’s stores. While full-strength remains the number one style by dollar sales, its volume has been steadily declining since 2020, while mid-strength continued to rise. Given its consistent growth, mid-strength beer is predicted to claim the top spot for sales value within two years.
Head of Beer at Asahi Ben Eyles said: “Aussie beer lovers are increasingly embracing more moderate drinking occasions. Lower‐ABV beers now account for around a third of our retail beer sales and Asahi Beverages has led the way with highly popular and great-tasting low and mid-strength options. We’re excited to bring more mid-strength beers to market as the segment evolves.”
Splitting the G
Propelled by the staggering growth of Guinness, stout has claimed the title of ‘fastest-growing’ style. Despite Guinness leading the charge, the resurgence extends far beyond a single brand; even when Guinness is excluded from the data, Stout remains the fifth fastest-growing beer style overall. Brands such as Coopers, Cascade, Shepherd Neame, The Grifter
Brewing Co, and Moo Brew are all experiencing impressive growth.
Lion Brand Director Craft & Premium Amy Hiscock said: “Guinness has seen another year of incredible growth across all markets, spanning both retail and on-premise channels. By building a new cultural relevance for the stout category, Guinness has successfully attracted a broader demographic, introducing the brand to a younger generation of
drinkers.”
Japan takes the international crown
There has been a changing of the guard when it comes to Ausssies’ international beer of choice. Japan has overtaken Mexico as Australia’s preferred international beer origin, with Netherlands following in third place. The shift comes after the 2025 tourism boom to Japan, suggesting that Australians are looking to bring their international travel experiences home.
This rising popularity of international flavours is also inspiring local innovation. Australian breweries are increasingly recreating global styles, from Japanese rice lagers to easy-drinking Mexican-style cervezas, keeping production local while successfully leveraging the hype of global beer culture.
Heads of Noosa co-founder Craig Masterton said: “For us, that love of an easy drinking beer is exactly why we brew a Japanese-style lager. The Japanese brewing approach is all about clean, crisp and incredibly drinkable beer – and that fits Queenslanders like a glove.”
States of origin
The report also shows a strong correlation between state demographics and preferences. NSW drinks more Chinese beer than other states, while there is an uptick in UK beer in Western Australia, and New Zealand beer in Queensland.
The MillZ women driving growth
The face of the modern beer aficionado is changing. Gen Z and younger Millennial women are discovering beer at a higher rate than their male counterparts, making beer the second fastest-growing liquor category for this demographic.
State-by-state preferences
NSW + ACT: The premium pioneers
- A clear preference for full-strength, low-carb, non-alcoholic and craft beers
- The most likely to choose a bottle over a can compared to the national average
- Leading the states for the number of online beer customers
- The state’s beer growth is being heavily driven by Gen Z shoppers
- Driving some of the most dynamic shifts in the nation’s beer consumption
Shoppers are looking beyond the middle ground, favouring highly specialised styles such as craft, international and non-alcoholic beer, while driving momentum for the low-carb category, accounting for nearly a third of all low-carb beers purchased nationwide.
While mid-strength beer has overtaken full-strength nationally, NSW shoppers are bucking the trend, with full-strength remaining the state’s favourite style last year.
NSW also boasts some of the country’s biggest beer-loving postcodes. Erskineville leads the nation in craft beer consumption, with craft beer accounting for the highest percentage of total liquor sales of any postcode. Meanwhile, at BWS Pymble, beer appeared in a staggering 60% of all transactions in 2025 – the highest of any store nationally, showing that Pymble could be Australia’s most beer-engaged postcode.
Heaps Normal CEO Andy Miller said: “What you can see clearly in major markets like NSW and nationally is that not drinking alcohol is no longer a statement. People are just choosing the drink they want in the moment, and this is being driven predominantly by millennials and Gen Z consumers who are more comfortable with thinking about play and wellness differently.”
Victoria: The artisans
- Leads the country for Stout bulk-format sales
- Recorded the highest number of beer packs per basket nationally
- Prefers full-strength, low-carb, non-alcoholic, international and craft beers
- National leader for online sales
Victorians are undeniably big on beer, recording the highest number of beer units per basket of any state. It’s not a case of quantity over quality- Victorian palates align with the top tier of the market, drinking less mid-strength than the national average, and instead gravitating toward full-strength, low-carb and international beer.
The state shows a pronounced preference for premium craft styles, with an affinity for lagers, hazy pale ales and sours. Victoria is also carving out a unique identity as the nation’s stout drinkers, leading the country for bulk-format stout sales.
Victoria punches well above its weight when it comes to online beer shopping, recording online sales across BWS and Dan Murphy’s at nearly double the national average.
Stomping Ground co-founder Guy Greenstone said: “Victoria has always had a real thirst for beer, and we’ve seen first-hand how Victorian drinkers lean into locality, quality and flavour. Recently we’ve noticed somewhat of a shift toward more easy-going, sessionable options—including lower alcohol alternatives, and more traditional styles have made a comeback in a big way too.
“Victorians aren’t afraid to try something new, and they’re equally happy to rediscover something classic.”
Queensland: Australia’s beer capital
- Australia’s largest state for beer sales by volume
- The undisputed national leader in mid-strength
- Opts for lighter and flavoured styles like ginger beer and light beer
- A stronghold for bulk formats like 30-packs
- Queensland shoppers buy beer more frequently than any other state
As Australia’s largest beer market by volume, Queensland’s beer landscape is built from a climate that demands crisp, easy-drinking styles. The state drinks over 20 million litres more mid-strength beer than the next highest indexing state.
Beyond mid-strength, the state’s drinkers also show a massive affinity for ginger beer and flavoured beer, again opting for refreshing styles that cater to the climate.
Queensland is home to Australia’s most beer-engaged stores. Dan Murphy’s in Noosaville holds the record for the highest number of beer baskets, while Dan Murphy’s in Earlville recorded the highest total beer volume in 2025. Queensland also accounts for 10 of the top 20 postcodes for the highest beer share of the liquor market nationwide.
Heads of Noosa co-founder Craig Masterton said: “Beer is just part of life up here in Queensland. The warm weather, the outdoor lifestyle, the way we get together over a cold one, it all adds up,
“Queensland also lends itself to refreshing, mid-strength styles such as our Lager 3.5. People long for a beer they can enjoy a few of without it knocking them around, and in our climate that matters.”
South Australia: The local loyalists
- Deep dedication to local heritage brands and traditional styles
- The highest over-index for stout volume nationally when measured against total beer sales
- Embraces moderation trends, opting for low-carb, light and non-alcoholic beer
South Australia’s beer consumption is heavily shaped by its “old faithfuls” with a fierce dedication to local heritage brands and traditional styles. The state drinks significantly more stout, premium Australian and local beer than the national average
Despite their love for traditional, full-flavoured heritage brands, South Australians are also leaning heavily into moderation trends, enjoying more low-carb, light and non-alcoholic beer compared to the national average
The state’s dominance in stout is particularly notable, boasting the highest over-index for stout volume when measured against total beer sales. This passion is reflected at store level, with 4 of the 5 of our top stout-selling stores nationwide located in South Australia, suggesting the South Australians might well be the best at splitting the G.
Coopers Brewery General Manager Michael Shearer said: “South Australians have a real soft spot for stout, particularly Coopers Best Extra Stout. It’s the best selling stout in South Australia and a strong performer in our entire portfolio nationally. While it has many lifelong fans, it also attracts a large number of younger drinkers and those trying stout for the first time.”
Western Australia: The craft heavyweights
- The nation’s undisputed craft beer capital
- Preferences deeply shaped by UK trends and demographics
- High engagement from premium shoppers with less bulk buying
- An affinity for ginger beer and international styles
According to the report, Western Australia is the nation’s craft capital, with shoppers purchasing nearly double the amount of craft beer than the average Australian, and the state boasting a bigger share of premium shoppers than other states.
Western Australia’s beer landscape presents a fascinating look at how state demographics can shape local tastes. While full-strength remains Western Australia’s favourite style overall, the state drinks more craft, flavoured, ginger beer, international styles and stout than the national average. This correlates strongly with UK drinking trends, which is unsurprising given that over one-third of WA postcodes have a significant population of residents born in the UK.
A notable mention goes to BWS Bull Creek, which has the highest stout share than any other store nationally, with stout making up 6% of its total beer sales in 2025.
Good Drinks Australia Executive Director, Strategy, Brand and Hospitality Aaron Heary said: “Western Australia has long been at the forefront of Australia’s craft beer movement, and we’re proud to be part of it. This data confirms what we’ve learned over more than two decades as an independent Australian brewery – that WA consumers embrace quality, flavour and discovery differently than anywhere else in the country.
“Single Fin Summer Ale’s continued growth here reflects that – it’s proof that when you listen to what consumers actually want, you can create something that resonates. That’s what drives us to keep innovating and creating beers that reflect where drinkers’ tastes are heading, not where they’ve been.”
Tasmania: The innovators
- The highest beer volume per basket for beer nationally
- Australia’s biggest stout drinkers with the highest volume and spend per shopper
- Australia’s strongest market for light beer volume
- Leading the states in new product innovation (4% of total sales)
Tasmania is leading the nation when it comes to trying new things, with 4% of total sales across the BWS and Dan Murphy’s network coming from brand-new releases, the most of any other state, proving Tasmanians are curious and eager to experiment with the latest brewing trends.
Tasmanian shoppers are undoubtedly big on beer, recording the highest volume of beer per basket nationally, with full-strength remaining their most popular choice. Tasmanians also purchase twice as much premium beer as average Australia, of Australia’s top 10 retail stores for premium beer sales, nine are located in Tasmania.
In a case of contradicting tastes, Tasmanians are the biggest stout drinkers in the country, recording the highest number of individual stout purchases per customer. At the same time, the state significantly over-indexes on light beer sales in terms of volume, more than any other state.
Moo Brew General Manager Heath Griggs said: “These findings reflect what we’ve observed in Tasmania for a long time. Tasmanians are curious and engaged beer drinkers who are willing to explore different styles and seek out new releases,
which is one of the reasons our Limited Release program continues to perform so strongly.
“There is a genuine appetite here for beers that offer something distinctive, whether that’s a new hop variety, brewing technique or seasonal style.
“Tasmania’s strong affinity for stout also doesn’t surprise us. Cooler weather certainly plays a role, but there’s also a deep appreciation for flavour, balance and craftsmanship. Our seasonal stout has developed a cult following over the years and remains one of our most anticipated annual releases. Affectionately nicknamed the ‘Velvet Sledgehammer’, it’s a deceptively smooth 8% beer that has become something of a Tasmanian winter tradition.”
More information on Australia’s current beer trends along with insights and shopping data from BWS and Dan Murphy’s can be found in the State of the Hops Report 2026 here.