the changing face of the aussie alcohol industry.
As Australia's retail liquor industry continues to evolve, smaller businesses are finding innovative ways to compete with established players. From the rise of health-conscious alternatives and non-alcoholic options to sustainable practices and direct-to-consumer social media marketing, the landscape is shifting.
Australians are well known for enjoying a drink or two (and maybe another!), with a strong pub and drinking culture embedded into the Australian psyche. The retail liquor industry is worth an astronomical $18.1 billion, and we’ve positioned ourselves solidly as one of the global market leaders when it comes to the production and exportation of alcohol, especially wine. Even with the threat of economic downturn looming, the industry is only expected to grow as new products are constantly being innovated and the government works to support Aussie business owners through the reduction of alcohol excises.
The retail liquor landscape in Australia is rapidly changing, and harnessing new marketing and branding avenues to place their product as your drink of choice. Success isn’t just limited to the big players anymore, so how are the smaller businesses standing out from the rest of the pack?
Healthier’ Alternatives:
When you think of drinking alcohol, your mind doesn’t always immediately jump to ‘healthy’! But there’s been a dramatic rise in alternatives to the usual suspects over recent years. Low-carb or zero-carb beers have become increasingly accessible as more and more consumers switch to health-conscious options. Whilst low-calorie or healthy options haven’t always traditionally been popular, brands are using powerful branding exercises (including influencer marketing) to position themselves as a ‘cool’ alternative. This shift in ‘healthy’ consumption attitudes isn’t exclusive to physical health alone either! Younger generations in particular are embracing non-alcoholic beer, wines, and spirits, as they become more mindful and open to social drinking without the need for overconsumption.
Sustainability and Locality:
Creating a unique selling point is key in separating your brand from your competitors. Many smaller brands are leaning into their ability to heavily control their supply chain, and choosing to source seasonal and local ingredients that become their focal point of difference. As consumers become more socially conscious, this practice can be complemented by implementing sustainable methods, from carbon-neutral wineries to certified organic products. Food and wine tourism is increasing in popularity too, and small cellar door destinations are drawing crowds from all around the world!
Social Media:
No longer do brands have to go through larger retailers to get their products into their market. The ease of setting up social media accounts and e-commerce stores means that smaller brands can skip the middleman and sell directly to their target consumers! Creating a strong branding strategy that embodies the story and personality of the product is key, and the flexibility of social media allows for the conversation to become a two-way street between brand and consumer, such as encouraging UGC (user-generated content) and taking advantage of platform trends to boost your post to new customers. Social media opens up a world of possibilities, and by engaging with their audience in a fun and relatable way, businesses can grow a community of consumers who are ready to buy.
The rise of smaller, local brands in the retail liquor industry shows that you don’t have to do what everyone else is doing to be successful - embrace your point of difference, build a strong brand that’s worth following, and be confident in the story you tell your customers!
