This liqueur brand is dominating Australia

Posted: 15 July 2016 2:00 pm

Aussie drinkers

We love our apéritifs and digestifs.

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.

The latest Roy Morgan Research figures reveal 8% of Australian adults drink at least one liqueur in any given four weeks in the 12 months to March 2016. That's 1.5 million Australians.

Far and away, the most popular liqueur is Baileys Irish Cream.

More than half a million Aussies (574,000) enjoyed at least one Baileys drink in the year to March 2016. In comparison, three times less people (165,000) drank Kahlúa over the same period.

Herb and spice liqueur Jägermeister and the muskmelon-flavoured Midori tie in popularity, while triple sec Cointreau was the fifth-most popular liqueur in Australia.

The number of men and women that consume liqueurs are much the same, however, brand popularity differs between genders.

Women are more likely to enjoy Baileys, Kahlúa, Frangelico and Tia Maria, while it's Jägermeister and Sambuca (Galliano) for the gentlemen. Women consume five glasses of liqueur in a four week period, compared with four glasses for men.

Most Aussie liqueur drinkers (76.1%) stick to just one brand in an average four week period but more than a third (35%) of those aged 18-24 consume two or more brands.

Picture: Shutterstock

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