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Australians’ liqueur of choice

Baileys liqueur in bottle and glass on blue background

While Jägermeister and Sambuca are popular with men, women’s preferred liqueur are Bailey’s Irish Cream, Kahlúa, Frangelico and Tia Maria, according to recent survey.

In terms of Australia’s overall liqueur consumption, one brand towers above all others: Baileys Irish Cream, according to the latest findings from Roy Morgan Research. In the 12 months to March 2016, 574,000 Australians 18+ enjoyed at least one Baileys – more than three times the number that drank the second-most popular liqueur, Kahlúa (165,000).

Jägermeister (123,000) and Midori (121,000) are neck and neck in third and fourth places respectively, with Cointreau (104,000) is the nation’s fifth-most popular liqueur.

Women who drink liqueur consume an average of five glasses of liqueur per four weeks, just ahead of male liqueur drinkers, who drink four glasses on average in the same period.

“Liqueurs do not account for a huge slice of the overall alcohol market: in fact, as we revealed recently, for every 100 glasses of liquor consumed by Aussie adults in an average four weeks, only two are liqueur,” said Norman Morris, industry communications director, Roy Morgan Research. “But they are still an important category, with the potential for growth if brands are strategic about how they market themselves.

“Currently, Baileys is consumed by nearly the same number of drinkers as the seven other most popular liqueurs combined. But it doesn’t have to be this way: by targeting the right consumers, these brands can gain a larger slice of the pie. As mentioned, 18-24 year-olds are less likely than older drinkers to stick with one brand, possibly because they have not yet been drinking long enough to have settled on their preferred liqueur: but with some strategic messaging, savvy brands could well persuade this group to stick with them.”

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