E-Malt.com News article: Australia: Lion’s XXXX Gold wins the title of Australia’s most popular beer

Australia's most popular beer for decades, VB, has lost its crown, with interloper XXXX Gold from Queensland now officially the nation's biggest-selling brew, The Sydney Morning Herald reported on May, 30.

The latest figures from Nielsen show that XXXX's mid-strength beer now commands 12.4 per cent of all beer consumed in Australia, just beating VB, with 12.3 per cent.

Sales of VB, owned by global brewer SABMiller, have been waning for years, dragged lower by increased competition from a slew of international beers such as Corona and Heineken, and a switch by drinkers to craft beers, wine and other alcoholic drinks.

VB's popularity has also not been helped by a recent reduction in its alcohol content, which turned off some traditional drinkers. A shift in its marketing campaigns also failed to win back drinkers.

According to Nielsen VB, the beer's market share was 13.7 per cent of the market in April last year against 11.7 per cent for Queensland rival XXXX Gold.

But in March this year the beers were neck and neck, both with a stake of 12.4 per cent, with just released April 2012 figures showing the Queensland beer had finally hit the lead.

XXXX Gold is owned by Lion, which is in turn part of Japanese conglomerate Kirin. Foster's formerly owned VB before it was itself swallowed by London-based SABMiller,

In third place in terms of market share is Carlton Draught with 9.3 per cent, followed by Tooheys New 7.1 per cent, Tooheys Extra Dry with 4.4 per cent and Carlton Mid 3.8 per cent.

Last week SABMiller revealed Foster's domestic beer brands recorded a sales decline of 4 per cent in volume on an annualised basis which SABMiller blamed on continued subdued consumer sentiment.


30 May, 2012