Endeavour Group Category Deep Dive - Beer & Cider April 2026

CategoryDeepDive: Beer

&Cider

CategoryInsightsApril2026

Acknowledgement

ofcountry

TotalLiquorTrends

Lighter Styles

Acrossallcategories,lighter, moresessionablestylesare drivinggrowth.

Meaningful Connections

Shiftsintoeconomical packsizes&ultra convenience.

Wecontinuetomoveto group&socialoccasions andawayfromat-home everydayoccasions.

CategoryPerformance

Wine • NOALCOHOLWINE

CHAMPAGNE

SPARKLINGWINE

ROSEWINE

REDWINE WHITEWINE

FORTIFIEDWINE

Beer • STOUT

LOWCARBBEER NOALCOHOLBEER MIDSTRENGTHBEER

FULLSTRENGTHBEER CRAFTBEER

PREMIUMBEERAUSTRALIAN

• FLAVOUREDBEER

LIQUORMINIATURES AGAVE

LIQUEURS

APERITIFS&DIGESTIFS

NORTHAMERICANWHISKEY GIN

PREBATCHCOCKTAIL

PREMIXVODKA

PREMIXWHISKY

PREMIXRUM

PREMIXBOURBON

PREMIXGIN

PREMIXSELTZER

ChangingGenerationalPreferences

GenZ

• LIQUORMINIATURES

• STOUT

• NOALCOHOLWINE

• SPARKLING WINE

• PEARCIDER

• GIN

• FLAVOUREDBEER

• PREMIXSELTZER

Younger Millennials

• LIQUORMINIATURES

• STOUT

• LIGHTBEER

• NOALCOHOLWINE

• PEARCIDER

• PREMIUMBEERAUSTRALIAN

• FLAVOUREDBEER

• PREMIXSELTZER

Older Millennials

• LIQUORMINIATURES

• STOUT

• LIGHTBEER

• BRANDY

• FLAVOUREDBEER

• PEARCIDER

• PREMIUMBEERAUSTRALIAN

• PREMIXSELTZER

GenX

• LIQUORMINIATURES

• NOALCOHOLWINE

• STOUT

• AGAVE

• PREMIXGIN

• GIN

• PEARCIDER

• PREMIXSELTZER

Baby Boomers

• LIQUORMINIATURES

• NOALCOHOLWINE

• STOUT

• FLAVOUREDCIDER

• CRAFTBEER

• PREMIXGIN

• PREMIXSELTZER

• PREBATCHCOCKTAIL

Traditionalists

• NOALCOHOLWINE

• FLAVOUREDCIDER

• LIQUORMINIATURES

• PREMIXVODKA

• APPLECIDER

• LIGHTBEER

• FLAVOUREDBEER

• PREMIXSELTZER

TotalBeerTrends

ValueSeeking

Customerscontinuetoseekvaluein price,packsizes&ultraconvenience.

MindfulChoices

Providingcorecustomerswith liquidsthatalignwiththeirlifestyle goalsandpreferences.

MindfulChoices

Evolvingtheportfoliotofitthe modernlifestyle.Anywhere, anytime,foreveryone.

MindfulconsumptionSub-categoriescontinuetogroweveryyear

Low-CarbBeersince 2020 42%

Mid-StrengthBeer since2020 21%

Full-StrengthBeersince 2020

CraftSnapshot

CustomerPenetrationGrowthbyBaseTypes

● Hazy

● Session/Summer

● Lagers

● PaleAle

● ExtraPaleAle

● Wheat

CraftIndexvsTotalBeerbyGeneration

StateofOriginSalesAffinity IndependentCraftBeer

Localproducers representnearlytwo thirds63%)ofNew SouthWalesʼ independentCraft Beermarket.

OnPremiseTrends

BeerJobstoBeDone: F27+

GrowthFrontierstoRecruit

GrowthFrontierstoRecruit

MindfulChoices

Alignwithcustomerschanging lifestylegoalsbyoffering lower-carb,lower-calorie,and lower-ABVoptions.

Mindful Choices

MaintainMomentumtoRetain

Flavour Expansion

CelebrateGlobal BeerCulture

HarnessAustraliaʼsgrowing multiculturalismbychampioningthe worldʼsbestInternationalBeerbrands.

Premium GlobalBeer

Alignwithcustomers changinglifestylegoalsby offeringlighterstyles; lower-carb,lower-calorie, lower-ABVoptions.

Accessible Premium&Craft

Reignitebeerʼsappealamong MillennialsandGenZby introducingfresh, trend-forwardbrandentries thatblendboldflavour innovationwithfunctional benefitsandacool, contemporaryedge.

Giveshoppersareasontotradeupon sessionablelowerbitternessstyles throughaccessibleCraft&Premium styles

FlavourExpansion

ModerniseBeerʼsappealwithMilZ incategoryadjacenciesthrough flavourinnovationinCider,Ginger &FlavouredBeer.

HarnessAustraliaʼsgrowing multiculturalismby championingtheworldʼsbest internationalbeerbrands, connectingdiversedrinkers throughgloballylovedtastes, authenticorigins,andthe occasionsthatbringpeople together.

GiveRegulars aReasonto Return

Consistentlyofferinggreat value,awidebeerselection, anddependablestock,to makeeveryvisitrewardingfor ourloyalcustomers.

Another Reasonto Cheers Reimagine Pathto Purchase

Growandoptimise occasionsthroughnew liquoreventsand convenientpackformats thatdriveincremental salesandincrease frequency.

Optimiseeverytouchpoint acrossouromni-channel experiencetomakebuying liquorsimpleandseamless, deliveringtherightrangein therightplace,withless frictionandmore convenience.

MindfulChoices

Alignwithcustomersʼchanging lifestylegoalsbyoffering lower-carb,lower-calorie,and lower-ABVoptions.

Customer Challenge

• Consumersareincreasinglymindfuloftheirproductchoices -drivenbylifestylegoalsandvalues.

• MindfulcustomersresonatelesswithFull-Strength, InternationalandCraft.

WhatWe Know

• CustomerswhohavepurchasedFull-StrengthBeerhave grownMid-Strengthsaleseighttimesfasterthan non-purchasers.

• 43%ofLow-Carbcustomerslastyearhadnotpurchased withintheSubcategoryintheyearprior.

WhatNext

• Majormarketing&off-locationsupport.

• Innovationthatisauthentictothebrand.

CelebrateGlobal BeerCulture

HarnessAustraliaʼsgrowing multiculturalismby championingtheworldʼsbest InternationalBeerbrands.

Customer Challenge

InternationalBeershaveseensignificantgrowthrecently, drivenbyshiftingpopulationdemographics,increased overseastravel,andarisinginterestinglobalcultural celebrations.Howarewecurrentlyaddressingthistrend,and whatplansareinplacetoprepareforitscontinuedgrowth?

WhatWe Know

• OverhalftheAustralianpopulationarefirstorsecond generationmigrants.

• InternationalBeerisseeingaresurgence,withperformance drivenbydouble-digitgrowthfrombeersoriginatinginAsia.

WhatNext

• NPDthroughscalableinternationalbrandswithrelevance.

• Increasebrandsupportoninternationaloccasions&events.

Accessible

Premium&Craft

Giveshoppersareasonto tradeuponsessionable lowerbitternessstyles throughaccessibleCraft& Premiumstyles.

Customer Challenge

Ascustomersmoderatethroughvolumesthereisashared opportunitytoguidethemtowardmorepremiumoptions, recognisingthatthishashistoricallybeenhardertounlockin InternationalandCraftsegmentsduetotasteprofilesand higherpricethresholds.

WhatWe Know

MilZconsumersover-indexinCraftandInternationalBeersales.

• Youngconsumersover-indexinsmallerpackformats,drivenby changingoccasiondynamicsvsolderconsumers.

• Whilecraftisindecline,hyperlocalandstaterelevanceismore importantthanever,ascustomersarelookingformorelocal connection.

• Asof2026,MilZʼsaccountforoverhalfofCraftBeersales,taking shareoffGenXcustomers.

WhatNext

• Rangeawareness,educationandmarketingsupportduring keyseasonaltrade-upevents.

• Continue“EasyDrinkingˮsupport.

FlavourExpansion

ModerniseBeer&Ciderʼs appealwithMilZinCategory adjacenciesthroughflavour innovationinCider,Ginger& FlavouredBeer. &benefit

Customer Challenge

• Theliquorindustryismorediversethanever.

• TheBeer&CiderCategoryrequiresinnovationacrossliquid profile,packagingandbrandvaluestoregainrelevancewith youngergenerations.

WhatWe Know

• Mil-Zcustomersover-indexsignificantlyinGingerand FlavouredBeercomparedtooldergenerations.

• FlavouredCiderhasovertakenPearasthesecondlargest SubcategoryinCider.

• Mil-Zcustomerssignificantlyover-indexinhigh-ABVCiders

WhatNext

• FlavouredBeersandCiderswithtradeplansupporttoretain andrecruitcustomersintotheSubcategories.

• NPDfromscalablebrandswithnewandexcitingflavour profiles.

BeerJobstoBeDone: F27+

GrowthFrontierstoRecruit

GrowthFrontierstoRecruit

MindfulChoices

Alignwithcustomerschanging lifestylegoalsbyoffering lower-carb,lower-calorie,and lower-ABVoptions.

Mindful Choices

MaintainMomentumtoRetain

Flavour Expansion

CelebrateGlobal

BeerCulture

HarnessAustraliaʼsgrowing multiculturalismbychampioningthe worldʼsbestInternationalBeerbrands.

Premium GlobalBeer

Alignwithcustomers changinglifestylegoalsby offeringlighterstyles; lower-carb,lower-calorie, lower-ABVoptions.

Accessible Premium&Craft

Reignitebeerʼsappealamong MillennialsandGenZby introducingfresh, trend-forwardbrandentries thatblendboldflavour innovationwithfunctional benefitsandacool, contemporaryedge.

Giveshoppersareasontotradeupon sessionablelowerbitternessstyles throughaccessibleCraft&Premium styles

FlavourExpansion

ModerniseBeerʼsappealwithMilZ incategoryadjacenciesthrough flavourinnovationinCider,Ginger &FlavouredBeer.

HarnessAustraliaʼsgrowing multiculturalismby championingtheworldʼsbest internationalbeerbrands, connectingdiversedrinkers throughgloballylovedtastes, authenticorigins,andthe occasionsthatbringpeople together.

GiveRegulars aReasonto Return

Consistentlyofferinggreat value,awidebeerselection, anddependablestock,to makeeveryvisitrewardingfor ourloyalcustomers.

Another Reasonto Cheers Reimagine Pathto Purchase

Growandoptimise occasionsthroughnew liquoreventsand convenientpackformats thatdriveincremental salesandincrease frequency.

Optimiseeverytouchpoint acrossouromni-channel experiencetomakebuying liquorsimpleandseamless, deliveringtherightrangein therightplace,withless frictionandmore convenience.

GiveRegularsa ReasontoReturn

Consistentlyofferinggreat value,anddependable stock,tomakeeveryvisit rewardingforourloyal customers.

Customer Challenge

• Ourcorecustomerisvalueconsciousandfiercelyloyalto theirpreferredmainstreambrands.

• Provisionofconsistentvalueoffers(acrosspriceandother valueareas)anddependablestockweightinstoresis requiredtoretaincorecustomers.

• WhatWe Know WhatNext

• OveronethirdoftotalBeervolumelastyearwasfrom budget-consciousfrequentcustomers.

• FrequentBeercustomersgrewinthelastyearwithvisitsper customercontributingmosttogrowth.

• Exclusiveproducts,activationsandfirsttomarkets createvalueforcustomersbeyondprice.

AnotherReasonto Cheers

Growandoptimise occasionsthroughnew liquoreventsandconvenient packformatsthatdrive incrementalsalesand increasefrequency.

Customer Challenge

• In2025,Beer'sgrowthoutperformedthetotalliquor Categoryduringevent-drivenoccasions.

• Ourgoalistobecomethepremierdestinationforthese momentsbyprovidingarangeofoptionssuitableforlarge andsmalloccasions.

• WhatWe Know

• Customersare1.6xmorelikelytopurchaseamorepremium Beerforanupcomingspecialoccasionorcelebration.

• 10&12packformatscontinuingtogainsharevstraditional cartonformats.

WhatNext

• Providenewpackformatsandtypestosuitmoreoccasions.

• Increaseoccasionandeventdrivenactivations.

ReimaginePathto Purchase

Optimiseeverytouchpointacross ouromni-channelexperienceto makebuyingliquorsimpleand seamless,deliveringtheright rangeintherightplace,withless frictionandmoreconvenience.

Customer Challenge

Customersmovebetweenonline,instore,andexternal influences,buttheexperienceisinconsistent.Range, availability,andvisibilitydonotalwaysaligntowhatour customersareseeking.

• WhatWe Know

• BeerandCideraresignificantlybenefittingfromdouble-digit onlinegrowthinthelastyear.

• Ourbannersarethetoptwoforperceivedconveniencein thecountrywiththisgapinmarketgrowinginT2.

WhatNext

• Tightenrangingandexecutionsotheshopisintuitive, consistent,andbuiltaroundhowcustomersactuallyshop.

• Winthekeytouchpointsthatdriveconversionandremove frictionacrossbothstoreandonline.

TheWrap-Up

Underpinned

Thankyou