Australian beer turning Japanese in a mature market

It was a sunny day back in the 80s and star Australian cricketer Allan Border was lounging on a beach under a sunhat, feeling "a XXXX coming on".

But there's another thing that has changed: The drinking habits of Australians. Beer drinkers are turning to contemporary brews such as Pure Blonde , Great Northern and Hahn. According to the IRI statistics, Great Northern had 12 per cent market share, comfortably ahead of third-placed XXXX with 9.2 per cent share, fourth-placed Victoria Bitter , and fifth placed Corona . Corona's high placing is a notable change from the 80s, given that back then the word Corona was better known as the name of a small car.The "Top 15 Master Brands" list includes the likes of Coopers , Asahi and Iron Jack .

Today, low, mid and non-alcohol beers now make up about 25 per cent of CUB beer sales. "This is a monumental shift in Australia's drinking habits and shows the moderation message is getting through as Australians have demanded more options to modify their alcohol consumption," Sheezel says. "The Japanese companies take a long term view of things...Kirin will hang on to its beer business . And I think Asahi will hang on to its Australian beer business," Cooper says.

"Lion has been at the forefront of this - from The Malt Shovel and Hahn Brewery, James Squire, Little Creatures to more recent brands like Geelong-born Furphy and the recent introduction of global leader in zero alcohol beer Heineken Zero.

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