Australia’s top 10 selling beers for 2022 revealed

Beer-belly conscious consumers are switching from the hard-earned thirsts of their parents, new figures show.

Stephen Drill

@steveheraldsun

4 min read

December 28, 2022 - 4:33PM

News Corp Australia Network

National

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A mid-strength has topped the list of Australia’s highest selling beers for 2022.

Great Northern has continued to hold the mantle of the nation’s favourite beer for the second year in a row.

Beer-belly conscious consumers are switching from the hard-earned thirsts of their parents, with VB, which dominated the market for decades, slipping down a place on the league table to fifth.

Exclusive figures from market research company IRI Australia have revealed the top 10 selling beers for the year.

Great Northern finished first, ahead of Carlton Dry in second and XXXX in third.

South Australian-brewed Coopers climbed to fourth spot, while Corona, which is a similar style to Great Northern, was sixth. New South Wales brew Tooheys was seventh, followed by Hahn, Pure Blonde and Asahi rounding out the top 10.

The figures were based on retail beer sales, with pub sales not included.

Olive Lincoln from Ashgrove and Haedyn Rawson from Indooroopilly enjoy a beer at Breakfast Creek Hotel. Picture: Richard Walker

Beer reviewer Matt Kirkegaard said Great Northern was a “juggernaut” because of its slick marketing that targeted less “blokey” men compared with the VB sales pitch.

“VB used to be one in four beers sold in Australia. It was built on being so blokey but the market shifted,” he said.

Mr Kirkegaard also said Better Beer, a zero carb and zero sugar offering which only launched last year, was likely to crack into the top 10 soon.

Better Beer co-owner Nick Cogger, based in Torquay, Victoria, said his brand had “exploded”.

The brand is sold exclusively through Dan Murphy’s, which does not publicly provide its sales data.

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“We reckon we would be in top 10. We just got really popular, really quickly,” he said.

Better Beer has boosted its sales with co-owners Jack Steele and Matt Ford who run the Inspired Unemployed Instagram page, which has 1.5 million followers.

Beer was previously considered recession proof, with people switching to the cheaper drink when times were tough, but that was no longer the case.

“Overall, within beer, we have seen decline in the last year driven by poorer performance in the last quarter,” an IRI Australia analysis said.

“Great Northern has been a key standout, seeing solid value growth and growing above the category – driven by Super Crisp Lager 30 can pack.”

Tradies Kobe Timms, Ollie Amici and Craig Trahair have a knock-off Carlton Draught after a long day on the tools. Picture: Mark Stewart

Jack Steele and Matt Ford from the Inspired Unemployed launch Better Beer, a zero carb, zero sugar lager.

Coopers general manager Michael Shearer said the brewer’s green packaged Pale Ale was still its biggest seller.

“The growing popularity of the 375ml beer can format has also helped push Coopers

Original Pale Ale sales, as has the introduction of limited release 440ml cans,” he said.

“The attraction of a great tasting Australian-owned and made beer cannot be

understated in a market packed with internationally-owned brands.”

Coopers was backing in its beer portfolio, with a $50 million development at its South Australian brewery, which will also include a visitor centre.

Chris Allan, brand director at Lion, said XXXX had been popular since 1878 and was an “enduring Queensland icon”.

The company has also recently announced a partnership to help raise funds for the Great Barrier Reef Foundation and introduced XXXX Zero – a no alcohol beer.

Federal Budget papers predicted a drop in excise tax from beer sales this year, which is charged on the strength of alcohol, with heavier beers gouged more.

“While we have seen some decline in full strength beer drinking in recent times, we have noticed a shift towards certain segments of beer consumption, reflected in the growth we’ve seen across a range of brands in our portfolio particularly in the craft and contemporary segments including the likes of Stone & Wood and Hahn,” Mr Allan said.

AUSTRALIA’S TOP 10 SELLING BEERS

2022

Great Northern Brewing Co. Picture: AAP Image/Scott Barbour

Great Northern Brewing Co

Carlton Dry

XXXX Gold

Coopers

Victoria Bitter

Corona

Tooheys

Hahn

Pure Blonde

Asahi

2021

Carlton Dry.

Great Northern Super Crisp

Carlton Dry

XXXX Gold

Victoria Bitter

Great Northern Brewing Co Original Lager

Corona Extra

Coopers Pale Ale

Carlton Draught

Tooheys New

Tooheys X-dry

2018

XXXX Gold. Picture: Peter Wallis

XXXX Gold

Corona Extra

Victoria Bitter

Great Northern Super Crisp Lager

Carlton Dry

Carlton Draught

Great Northern Brewing Co Original Lager

Coopers Pale Ale

Tooheys News

Tooheys X-dry

2016

Victoria Bitter. Picture: Supplied

XXXX Gold

Victoria Bitter

Carlton Dry

Corona Extra

Carlton Draught

Tooheys New

Coopers Pale Ale

Hahn Super Dry

Carlton Mid

Tooheys X-dry

SOURCE: IRI Australia

TOP COCKTAILS

Bartenders across the country made one cocktail more than any other this year — an Espresso Martini.

New data released by at-table ordering provider me&u – which assessed the buying trends of patrons at more than 1500 venues – found the 1980s classic beverage was the nation’s favourite, followed by Aperol Spritz and then Margaritas.

“The Espresso Martini is ever so popular in Australia, due to our love for coffee and cocktail culture,” me&u chief executive officer Katrina Barry said.

“The simplicity and decadence of the cocktail makes for an all-time crowd favourite.”

An Espresso Martini. Picture: Che Chorley

But while the Espresso Martini dominated most states, NSW bucked the trend — the Aperol Spritz was its favourite cocktail.

“It’s not surprising the Aperol Spritz is the most popular cocktail in NSW, it has been growing in popularity nationwide but NSW seems to have been loving the drink more so as of lately,” Ms Barry said.

“It also nods to European summer, something we know Aussies have been longing for after the hiatus from travelling we all had to take because of the pandemic.”

Meanwhile, sales of spirits have been steadily increasing since September while Aussies opted less for wine.

“We’ve noticed that a lot of Australians are looking for more premium drinks after lockdown, where many got a taste for spirits at home and are now looking to treat themselves and indulge in the premium spirits of their choice when out,” Ms Barry said.

“There’s also now a lot of choice now when it comes to spirits with many brands experimenting and adding their own special twist on the spirit they’re producing.”

Adella Beaini