Endeavour Group Category Deep Dive - Spirits 2026 (1) (1)

CategoryDeepDive:

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

Whatʼstrendingwithcustomers

TotalSpiritsTrends

Seeking Value

Customersareseekingbetter valuepropositionsswitchinginto moreaffordableoptions.

Younger Millennials

YoungerCustomersareshowing continueddecline,drivenby moderation,costoflivingpressures andlifestylechanges

Shifting preferences

Whilstlighterstylescontinueto grow,emergingstylessuchasthe Spritzisgainingfurthertraction,as wellaspremiumisationinsome segments

CategoryPerformanceOverview

Growthby Generation

Growing CategoryShare

• Miniatures

• Liqueurs

• Agave

• Aperitifs& Digestifs

• PremiumWhisky

Declining Category Share

• Gin

• NorthAmericanWhisky

• Rum

• PreBatchCocktail

• Zero%Alcohol

GiftingiscriticaltotheSpiritsCategory

Spendongiftsoverthe Christmasperiod

29%

OfAustraliansarebuying giftsearlier October/November)for Christmastoeasefinancial burden

Averagespendincrease forFatherʼsDaygiftsin 2025

Whatʼsworkingandwhatʼsnot

WhatʼsWorking?

Lighterandnewerstylesaredriving engagementwithyoungergenerational groups

Customerpremiumisationthrough accessibilityisincreasingcustomer relevance.

Smallerformatsareintroducingnew customerstotheworldofGlassSpirits, drivingtrial.

WhatʼsNot?

Traditionalstylesarelosingrelevancewith emergingcustomergroupings,presentinga longertermrisk.

Heightenedabsolutepricepointshave impactedSpiritssignificantly,withbudget consciouscustomerslookingtoother categories

SpiritsJobstoBeDone: F27

GrowthFrontiers MaintainMomentum Expand Gifting Occasions

Increasetrialof premiumproductsby addressingprice accessibilitybarriers

Giveyoungercustomers darkspiritoffersthat arerelevanttotheir lowertempooccasions

Promotesimpleserves tomakeiteasierfor customerstochoose spiritsinmorewind downoccasions.

Drivemental availabilityofgifting beyondwell establishedoccasions

Educatealongthepath topurchasetoinspire customerstococktail athome

Drivepenetrationof Tequilaandother Agaveoffersthrough educationandsimple serves

Accessible Premiumisation

Increasepenetrationof premiumproductsby addressingpriceaccessibility barriers

CustomerChallenge:

- Highentrypricepointsintopremiumrangespresentarisk andpotentialbarriertoourcustomerswhichpreventstrial

SupportingInsight:

- Over50%ofcustomershaveindicatedthattheywould liketobuymorepremiumranges

- 20%oftheseconsumersstatethatthiswaspartoftheir lastshoppingoccasion.

- 75%ofcustomersshoppingtogiftspendunder$100.

Whatwewanttoseemoreof:

- Rangearchitecturetosolidify‘premiumʼladdering

- Amplificationoflimitedandsmallerreleases

- AccessibilitythroughPremiumandPrestigeminiatures

NextGenDark

Giveyoungercustomersdark spiritoffersthatarerelevant totheirlowertempo occasions

CustomerChallenge:

- Lackofresonancewithyoungerconsumers,riskingfuture growthopportunities.

SupportingInsight:

- PenetrationofDarkSpiritsislaggingbehindinyounger generations.

- CustomersthatshopwithinDarkSpiritsare50%more valuabletothecategorythanconsumersthatpurchase LightSpirits.

- DarkandLightSpiritssatisfydifferentoccasionneeds andarebothimportanttothelong-termhealthofthe category.

Whatwewanttoseemoreof:

- Formatanddifferentiatedliquidoptions

- Keycustomermarketing

- Increasedcustomerrelevance

KeepitSimple

Promotesimpleservestomakeit easierforcustomerstochoosespirits inalloccasions

CustomerChallenge:

- Customersmaystruggletofindtherightbalanceof simplicityandqualityintheirdrinkchoice,oftenoptingfor overlycomplexorgenericoptions.

SupportingInsight:

- Simpleserves,suchastheG&TandBourbonandCola arethewayconsumersareconsumingmostfrequently, accountingforalmost40%ofconsumption.

- Spritzʼhavegrownsignificantlybeyondcategoryat4% vsprioryear,drivingsignificantgrowthoverSummer.

Whatwewanttoseemoreof:

- Everydaymarketingaroundsimpleserves

- Digitalsupporttodrivebundlingleveragingoccasions

- BalancingATLcommunicationstopromotesimple serveswhilststillhighlightingthesignatureserve.

ExpandGifting Occasions

Drivementalavailabilityofgifting beyondwellestablished occasions

CustomerChallenge:

- WhileGlassspiritsdominatekeygiftingoccasionsof ChristmasandFathersDay,theyarelessconsidered outsideoftheseformalgiftingevents.

SupportingInsight:

- GlassSpiritsaccountforalmost70%ofoverallalcohol giftingoccasions.

Whatwewanttoseemoreof:

- Easeofshop

- Elevatedcustomerrelevancetotheeverydaygifting occasion

- Accessiblepricepoints,loweringthebarriertopremium gifting.

Confident Cocktailing

Educatealongthepathto purchasetoinspirecustomersto cocktailathome

CustomerChallenge:

- Cocktailingrelevancehasdeclinedinrecentyears,with complexityandpricenotedasthekeybarriersto consumers.

SupportingInsight:

- CocktailpreferencesarealigningwithPremixflavour profileswith55%indicatingtheypreferafruitycocktail.

- Keycocktailconsumersareembracingearlierindulgences, withlowerABVleadingtheway.

Whatwewanttoseemoreof:

- Useofinfluencerstoeducateanddriveabovetheline marketing

- On-PremiseConnection

- Highlightingtheeaseandvalueofcocktailing-bringing downbarriers

AccelerateTequila

DrivepenetrationofTequilaand otherAgaveoffersthrough educationandsimpleserves

CustomerChallenge:

- Customershavelimitedunderstandingoftheversatilityof tequilaoutsideofthemargarita.

SupportingInsight:

- TequilaandAgavebasedspiritshaveledgrowthwithin GlassSpiritsoverthelast2years,continuingtogrow.

- Australiais3rdbehindUSAandMexicoinAgave penetration.

- Agavegrowthhasoutperformedtherestoffullsizedspirits overthelastyear,continuingthemomentumfromprior years

Whatwewanttoseemoreof:

- ATLcommunicationaroundversatilitybeyondtheMarg

- Expansionoftheoccasion-Valueandpromotionalsupport

- Emphasisingqualitycredentials-DemystifyingTequila

TheWrap-Up

Underpinnedby

Thankyou