Young people love to drink. While that stereotype may have been brought on by a general whiff of truth, it turns out older Aussies are actually the ones likely to drink more.
This is the finding from Roy Morgan Research, which has revealed that 66 per cent of Australians aged between 18 and 29 drink alcohol in any given four weeks, 3 per cent less than those aged 30 and over.
Wine was highlighted as the drink of choice for the older crowd, with 48 per cent of Aussies 30 and above choosing to consume vino in an average four weeks. Under-30s weren’t as passionate about wine, with 32 per cent picking the alcohol during the same periods. Beer is more popular with under-30s; 39 per cent compared to 36 per cent of those 30+.
“The under-30s are much more likely to drink most other alcohol types,” Roy Morgan Research Group Account Director Angela Smith said.
“Rum is an interesting example, with brands like Sailor Jerry and Kraken raising their profile among this demographic recently with their youth-focused, hipsterised branding and increased availability in nightclubs and bars.”
2015 saw 68 per cent of adults drink alcohol during any given four-week period, resulting in an average of 23.6 glasses drunk per person. There was not much difference between age groups when it came to the average amount of glasses consumed. Under-30s drunk an average of 24.21 glasses in 2015, while Aussies aged 30+ had 23.47 glasses.
“While the most popular place for both age groups to partake is in the comfort of their own home, Aussies under 30 are much likelier than those aged 30+ to drink ‘on premises’ (in licensed venues such as nightclubs, pubs and festivals),” Ms Smith said.
“To remain competitive in today’s crowded alcohol market, beverage marketers and licensed premises need to have a detailed knowledge of the demographics, attitudes and activities of their target market so they can tailor their communications accordingly.”