Saturday, June 22, 2024

Baileys reigns liqueur category

According to the latest findings from Roy Morgan Research, eight per cent of Australian adults drink at least one liqueur in any given four weeks, with Baileys Irish Cream the most popular choice.

In the 12 months to March 2016, 574,000 Australians 18+ enjoyed at least one Baileys – more than three times the number that drank the second-most popular liqueur, Kahlúa (165,000).

Jägermeister (123,000) and Midori (121,000) are neck and neck in third and fourth places, respectively, with Cointreau (104,000) the nation’s fifth-most popular liqueur.

While there isn’t a massive difference between the number of Australian men (716,000) and women (767,000) who drink liqueurs in any given four weeks, some brands are markedly more popular with one gender than the other.

Brands with a much higher proportion of female drinkers than male include Bailey’s Irish Cream, Kahlúa, Frangelico and Tia Maria, while liqueurs more popular with men than women include Jägermeister and Sambuca (Galliano).

Women who drink liqueurs consume an average of five glasses of them per four weeks, just ahead of male liqueur drinkers, who drink four glasses on average in the same period.

Perhaps more importantly for liqueur brands, 76.1% per cent of Australia’s liqueur drinkers consume only one brand in an average four-week period, suggesting that they are generally loyal to a favourite tipple – with one key exception: the 18-24 year-old age bracket. Nearly 35 per cent of these young liqueur-drinkers consume two or more brands in an average four weeks.

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