The beverage market is witnessing a dynamic transformation as more and more consumers move toward mindful and moderated drinking and actively seek out and embrace non-alcoholic beverage options.
Recent analysis conducted by IWSR revealed that nearly one-in-three (31%) Australian consumers now purchase non-alcoholic drinks. This significant shift in consumer behaviour has sparked a wave of product innovation over recent years, propelling category growth. According to IWSR, volumes of non-alcoholic beer/cider, wines, spirits, and RTDs experienced an impressive increase of approximately 60% in 2022.
On August 10, the eleventh annual Australian Drinks Awards will see a total of 41 Brand Awards distributed to Australian producers and suppliers – up from 36 in 2022. Four of the five new awards reflect the increasing presence and surging popularity of non-alcoholic products across all key liquor categories.
The Brand Awards are divided into two distinct categories: Fan Favourite and Gaining in Popularity. The winners are determined through comprehensive research conducted by Thrive Insights, which includes a survey of over 4,000 target consumers.
The five new Brand Awards are part of the Gaining in Popularity category. Four of these awards specifically highlight the non-alcoholic segments. The exception is Seltzer in RTDs which continues to showcase emerging and exciting brands, flavours and formats.
The newly introduced Gaining in Popularity Brand Awards for 2023 include:
- Seltzer (RTD)
- Non-Alcoholic RTD
- Non-Alcoholic Beer
- Non-Alcoholic Spirits
- Non-Alcoholic Wine
Thrive Insights’ Director, Chris Papadimitriou, explained that the Gaining in Popularity Brand Awards aims to showcase emerging and exciting options within each category and highlight the innovative products pushing the boundaries of what's possible.
He said: “This year, we have five new awards across the seltzer and non-alcoholic drinks categories. These categories continue to gain momentum and are becoming more competitive with a growing range of seltzers and zero% alcohol options available.”
For those unable to attend the 2023 Australian Drinks Awards evening, all 41 Brand Awards winners will be published on the Drinks Association website on Friday, August 11.
The 2023 Fan Favourite Brand Award Winners are sponsored by Circana.
The 2023 Gaining in Popularity Brand Award Winners are sponsored by Fever-Tree.
