Let’s raise a glass to 2025 — a year where Aussie drinkers are getting pickier, spendier (sort of), and more curious than ever about what’s in their cup. We’ve got the lowdown on what’s happening, who’s drinking what, and why your next drinks campaign should probably not start with a vineyard drone shot.

The Snapshot: Economy’s Back (Sorta), and the Booze Biz Is Buzzing

After a bit of a hangover year in 2024, the Australian alcohol industry is stabilising. Valued at $27.2 billion in 2024, the market is projected to grow steadily to $41.2 billion by 2034 (IBISWorld, 2025).

What’s driving that growth? A cocktail of improved wages, rising consumer confidence, and a 12.6% YoY boom in online booze delivery (IWSR, 2025). Meanwhile, younger drinkers are shaking up demand with new formats — though rising costs and tighter regulations are keeping marketers sharp.

Premiumisation: Trading Up, Still

Yes, Aussies are still opting for quality over quantity. In 2024, premium spirits grew 7%, compared to just 2% for mainstream spirits. Craft beer now makes up over 10% of all beer sales. Limited releases, collaborations and “small batch” anything are booming.

The takeaway: If you want people to part with $35 for a four-pack, you need more than a nice font. Think: experience, storytelling and a splash of ‘why this matters’.

What’s Actually Getting Drunk?

• Spirits & Wine: Premium is where the growth is.
• Craft Beer: Local loyalty wins.
• RTDs: Fastest-growing category at +15% YoY (Euromonitor, 2025).
• Spritzes: Surging across bottle shops and bars.
• Low & No-Alc: Now 9% of total market, rising fastest among under-35s (Endeavour Drinks/DrinkWise, 2025).

Pro tip for wine brands: Lighter, fruitier, funnier formats are winning. If your label reads more “tuxedo gala” than “rooftop picnic,” it might be time to refresh.

Who’s Buying What (and Why They Care)

• Gen Z (18–26): Into low-alc, RTDs and aesthetic packaging. Prioritising health, fun and shareability.
• Millennials (27–42): Seek authenticity, craft, and ethics behind the brand.
• Gen X (43–58): Loyal to wine, beer and anything convenient.
• Boomers (59+): Sticking with their tried-and-true tastes — wine and whisky.

The biggest growth opportunity? Gen Z. They’re drinking less, but vibing more — and your brand better show up with relevance, not reverence.

What’s Actually Working in Drinks Marketing?

• Short-form video & UGC: Think TikTok over TVCs.
• Authenticity: Real people, real process, real places. Especially for anything labelled “craft.”
• Sustainability: 63% of Aussies now actively seek out eco-conscious drinks brands (NielsenIQ, 2025).
• Experiential marketing: Pop-ups, tastings, tattoo collabs — IRL moments matter.

The Forecast: What’s Next?

• RTDs & No-Alc: Still going strong. Lighter, brighter and easier to drink is in.
• Direct-to-Consumer: A solid online store isn’t optional anymore.
• Personalisation: Smart, data-led marketing that feels fun — not creepy.

Final thought: If you work in wine, it’s time to rip up the rulebook. Less reverence. More relevance.

Australia’s drinks market is evolving fast. If your brand wants to stay top of mind, you’ll need to market like you actually know who’s drinking your stuff.

Need help with that? We know a littleBIG agency that knows a lot about what’s pouring next.