It's been dubbed the Mad Men effect by Roy Morgan Research, which has measured a strong rise in the popularity of whisky among Australians in their 20s and early 30s, and a resulting shift in the top whisky brands.
According to the researcher, Australians now drink almost 19 million glasses of whisky in an average four weeks, which is around three million more glasses than in 2009.
Also, in 2006, Australians aged over 65 were the most likely to drink whisky (10 per cent in an average four weeks) while those 18-34 were least likely (8 per cent). From 2007, however, when Mad Men first aired, consumption rates in younger groups began to climb.
Now, 25-34 year-olds are the most likely group to be whisky drinkers, followed by 18-24 year-olds. According to Roy Morgan, the proportion of 25-34 year olds drinking whisky has grown by over 50 per cent, from 8.6 per cent in 2006 to 13 per cent in the year to September 2013.
The researcher has also found that as the whisky market changes, so do the market shares of major brands. Nationally, Johnnie Walker Red is the market leader with 22 per cent ‘share of throat’, while the market share of Grant’s, Black Douglas and Ballantine have all substantially declined over the past five years.
Taking over in popularity is Jameson, Chivas Regal and Johnnie Walker Black, each now with 10 per cent market share.
Among 25-34 year-old whisky drinkers, however, Jameson has displaced Johnnie Walker Red as the most popular brand, with the two almost switching market shares. In this group, Jameson claims 22 per cent of the market to Johnnie Walker Red’s 13 per cent.
According to Roy Morgan, half of all glasses of Jameson poured in an average four weeks are drunk by 25 to 34 year-olds.
“In the whisky market, not only are consumer preferences changing, but consumers themselves are changing. Perhaps as Don Draper and his colleagues are watched sipping high-end whisky in hit TV show ‘Mad Men’, consumer trends have shifted from mainstream whisky brands to more premium brands, particularly in the growing 25-34 segment,” says Angela Smith, group account manager - consumer products, Roy Morgan Research.
“It is clearly important for liquor distributors and marketers to stay attuned to how the revitalisation and skewing of the whisky market is affecting the market share of major brands.”
The market shares of major whisky brands are also changing, according to Roy Morgan Research.
