How has drinking changed in Australia since colonisation?

Since colonisation, alcohol has been viewed as a quintessential part of Australian culture.

​But times are changing!

​From the mid-1970s there has been a slow decline in the amount Australian’s drink, with national consumption being 23% lower now than in 1974-1975.  The drop has been most significant in beer consumption, but correspondingly wine, RTDs (Ready to Drink) and cider consumption have increased.  Migration patterns have impacted consumption rates with the growth in Australia’s Muslim community (which forbids alcohol consumption) balancing out the increase in women’s consumption levels in Australia. 

​The increased policing of drink driving offences and greater awareness of the health consequences of drinking, particularly on fertility, during pregnancy and breastfeeding have further impacted alcohol consumption in Australia.  There has also been a reduction in drinking in recent time as household budgets have tightened and the cost of beer has increased.

​The highest group of NoLo drinkers are millennials (born 1981-1996), who make up 18% of non or low alcohol consumers.

While Australia’s average consumption has dropped over time, heavy drinking has remained a norm, with it being estimated that the average Australian will drink to the point of drunkenness 27 times per year.

​The tipping point of getting tipsy!

​Alcohol consumption spiked significantly during the COVID pandemic. Although, the statistics indicate there has been little reduction since that time, the experience left a growing number realising the freedom to drink as much as they liked, was limiting their ability to be as fit, healthy and successful as they liked. In the aftermath of COVID, some Australians have quit drinking while others modified their drinking patterns, becoming mindful drinkers – only imbibing as and when it fitted with their life goals and priorities.

​As more people have changed their relationship with alcohol over the past decade, the demand for options other than sugary soft drinks and mocktails strengthened, and in synergy, alcohol-reduced and -removed alternatives began flooding the market.  With the introduction in the 2020s of mood enhancing adaptogens and “nootropics” many are now making healthier choices of drinks that help unwind and socialise.

​So what does the future of NoLo living look like?

 Following the trends seen in the UK, USA and Canada, in Australia, the NoLo lifestyle will continue to become more mainstream over the next 3-5 years.

​Prediction 1:  The number of non-drinkers will continue to grow.

​Prediction 2: The number of drinkers cutting back will continue to grow.

​Prediction 3: The customer numbers of non-alcoholic bars as well as restaurants offering alcohol-alternatives such as AF or AR beer, wine and spirits will continue to grow.

​Prediction 4: Women aged 45-55 will be the largest growth market in replacing alcohol with alcohol-alternatives.

​Prediction 5: Mindful drinking will be associated with living a healthy and successful lifestyle – AKA, Non-drinkers will come out of the closet in droves, expecting to be included and catered for – are you ready for that?