Australian liqueur drinking habits, Roy Morgan Research

Posted by AFN Staff Writers on 20th July 2016

Australians may drink beer, wine and spirits in greater quantity than liqueurs, but a new study from Roy Morgan Research has found 1.5 million adults still consume at least one liqueur beverage in any given four weeks.

Out of the liqueurs on offer, Baileys Irish Cream is by far the favourite. In the 12 months leading up to March 2016, 574, 000 Australians 18 years and older drank at least one Baileys drink.

Most popular liqueur brands in Australia









Source: Roy Morgan Single Source (Australia), April 2015-March 2016, n=15,135

Male vs. female liqueur drinkers

There is not much difference in the numbers of men and women drinking liqueur, 716, 000 men and 767, 000 women drink the beverage at least once a month.

Brands preferences do however vary between males and females with women opting for Bailey’s, Kahlúa, Frangelico and Tia Maria. Male drinkers on the other hand like Jägermeister and Sambuca.

Male:female ratio of Australia’s liqueur-drinkers









Source: Roy Morgan Single Source (Australia), April 2015-March 2016, n-1,488, Base: Australians 18+ who drank liqueur in last 4 weeks


Industry Communications Director at Roy Morgan Research, Norman Morris, said liqueurs have potential for growth if beverage producers are strategic about how they market their brands.

“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,” Morris said.

“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.”