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Beer drinkers work up a premium thirst.
(From Canberra Times)
Australian breweries are turning to the premium end of the market as beer drinkers opt for more expensive beverages.
Beer giants Carlton and United Breweries and family run South Australian company Coopers, who were both in Canberra this week, said the beer market had changed over the past decade as 18- to 35-year-olds were favouring premium beers over traditional brews. Coopers marketing director Glenn Cooper said the younger generation was forcing beer companies to look at their business options and adapt to meet changing market needs.
''The only sector of the market that has been expanding has been at the premium end,'' Mr Cooper said.
''In New Zealand the premium beer market has about 12 to 14 per cent of the total beer market. In the US it's about 25 per cent of the total beer market, while in Australia it was about 4 per cent of the total beer market.'' Mr Cooper said the premium beer market was now about 8 to 9 per cent of the market and had the potential to go to about 12 per cent.
Figures issued by the company, which specialises in the premium beer market, showed Coopers beer sales soared by 49.8 per cent in the ACT and NSW in the first half of the 2003-2004 financial year. Nationally, Coopers total beer sales for the six months were up 13.5 per cent, with bulk beer up 26.3 per cent and packaged beer up 10.4 per cent.
Mr Cooper said the family owned ...
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