AUSSIES ARE DRINKING LESS BUT SPENDING MORE: HOW WE'LL RAISE A GLASS THIS CHRISTMAS
If you have noticed more sparkling water and fewer bottles of bubbly at parties lately, you are not imagining it, because Australians are drinking less than ever.
New research shows 41% of us are drinking less than a year ago or have given up alcohol altogether, while just 6% say they are drinking more.
But there is a twist.
When we do head to the bottle shop, we are spending more per visit.
What the drinking less research found
The findings come from a new report by consumer research platform Vypr, produced with a retail industry partner and reported by Retail World on November 11.
Nearly half of shoppers (48%) now typically spend more than $40 per visit to a liquor store, up from about 23% a year earlier.
Among 25 to 34 year olds, that figure climbs to 64%.
In other words, many of us are choosing quality over quantity.
Sam Gilding, chief revenue officer at Vypr, said brands and retailers would need to compete harder for spending "on the occasions when people do choose to drink".
Price still matters, with 63% of shoppers noticing special price tickets and 61% saying they sway their choice.
Loyalty points now influence 44% of shoppers, according to Drinks Digest.
Wine is still the nation's favourite
Wine remains the most purchased drink nationally, bought by 55% of shoppers, followed by spirits at 46% and beer at 44%.
Wine is especially popular with shoppers in their middle years, bought by 71% of 35 to 44 year olds and 63% of 45 to 54 year olds.
Younger shoppers lean more towards beer and premixed drinks, while 68% of 25 to 34 year olds buy spirits.
And Christmas is a big moment for the bottle shop.
Christmas Day influences purchases for 52% of shoppers, Christmas parties and gift buying each influence 47%, and New Year's Eve influences 46%.
Festive sips for drinking less
The good news for anyone cutting back is that there are more festive alternatives on shelves than ever.
Remedy Drinks has just brought back its limited edition Festive Batch kombucha, according to Food & Drink Business.
This year's range includes a new Ginger Pear flavour with a hint of cinnamon, alongside the returning Merry Cherry and Pavlova flavours.
Remedy says the drinks contain no sugar, and it will donate 20 cents from every bottle sold to food relief charity SecondBite.
The range is available exclusively at Coles and through Remedy's website, which sells a Festive Batch mixed case, while stocks last.
For wine lovers who simply want a smaller pour, Calabria Family Wines is launching Bélena Minis, 200ml single serve bottles of Pinot Grigio, Moscato and Rosé.
Inside FMCG reports the minis will reach select retailers nationally from January, aimed at people who are moderating or entertaining outdoors.
Tips for a lighter festive season
Set out a jug of iced water with sliced citrus, cucumber or mint so guests always have something refreshing within reach.
Offer at least one grown-up alcohol-free option, such as kombucha, sparkling juice or a homemade mocktail, so non-drinkers feel just as celebrated.
Choose smaller glasses or single serve bottles if you want to enjoy a drink without opening a whole bottle.
Alternate each alcoholic drink with a glass of water, especially on long, hot Christmas afternoons.
Plan your transport home before the party starts.
If you are worried about your own drinking or someone else's, speak to your GP or contact a support service such as the National Alcohol and Other Drug Hotline on 1800 250 015.
Cheers to choice
Whether you are taking a break, cutting back or simply savouring a really good bottle, the message from this research is clear.
Drinking less is no longer unusual, and Christmas tables are becoming more inclusive as a result.
So raise whatever glass you like this festive season, and enjoy every sip.
