Not everyone will be drinking beer and sparkly this silly season
Australians getting into the holidays spirits.
Beer and wine are far and away Australia's favourite alcoholic beverages, but research shows spirits remain very relevant, especially at Christmas and New Years.
As liquor retailers gear up for the festive season, Roy Morgan Research suggests there will be a surge in sales of spirits, with customers buying them as gifts or as part of planned holiday celebrations.
More than a quarter of Aussie adults consume spirits at least once in an average four weeks.
For the 70% of adults who enjoy at least one alcoholic drink, on average, every four weeks, wine is the most popular beverage (44.5%), followed by beer (38.5%) and then spirits (26.2%).
Cider (12.7%), ready-to-drink packaged beverages (10.9%), liqueurs (8.5%) and fortified wines (5.6%) were decidedly less popular.
Men (31.6%) are far likelier than women (20.9%) to enjoy spirits in any given four-week period.
Looking more closely, men are also more skewed towards dark spirits such as whiskey, bourbon/American whiskey and rum, while women tend to stick to white spirits like vodka and gin.Age also impacts spirits consumption among Australians. Young drinkers aged 18-24 (37%) enjoy spirits at least once in any given four-week period, compared with 25-34 year-olds (29.4%).
Consumption rates decrease as Aussies get older, with those aged 50+ (21.4%) drinking less spirits, although this varies depending on the type of spirit.
While you're more likely to order a round of beers, nip of spirits or glass of wine at the bar, liqueurs are the basis for almost every cocktail ever created and among Aussies, one brand overshadows all others.