How Australia’s Liquor Industry is Evolving in 2025

Australia’s liquor industry is in the middle of a revolution — not a quiet one, either. From emerging drinking cultures to global consolidation, what we drink, how we buy it, and what we expect from our brands is changing fast. And 2025 is shaping up as the year when adaptation stops being optional. 

Gone are the days when tradition alone could keep a brand afloat. Today’s consumer is health-conscious, digitally connected, and more values-driven than ever. That’s good news — but only for brands that are willing to evolve. 

A climate of cautious optimism 

After a rocky 2024, green shoots are emerging. The liquor sector is projected to climb from AUD 27.2 billion in 2024 to over AUD 41 billion by 2034¹ — but don’t mistake this for easy growth. 

Today’s drinkers are more deliberate. They’re sipping less but spending more per pour. This new luxury is defined by intention; cleaner ingredients, transparent origins, and brand initiatives people can believe in. 

Who’s getting it right? 

To understand where the industry is heading, we looked to the brands already walking the walk. 

Vinarchy – The New Wine Power House 

Born from the merger of Accolade Wines and Pernod Ricard’s wine division, Vinarchy is Australia’s big bet on premium wine. It’s leaning into heritage brands like Hardys and Jacob’s Creek, while turning its sights to Asia’s growing middle class². For Vinarchy, scale meets sophistication... and it’s playing to win. 

XXXX – Meeting Gen Z Halfway 

Legacy beer brand XXXX just dropped a 3.5% ABV alcoholic ginger beer, a clever move in a market where younger consumers want flavour and vibe without the hangover³. It’s lower-alcohol, full-attitude, and proof that big beer can pivot. 

Image credit: XXXX

Dan Murphy’s – Tech Meets Tasting 

Dan Murphy’s is undergoing a digital transformation⁴, expect more personalised shopping experiences, smarter recommendations, and frictionless e-commerce. In 2025, retail isn’t just about shelves — it’s about screens. 

Image credit: Grey Goose

Bacardi – Going High-End and Hands-On 

Bacardi is investing in luxury spirits like Grey Goose Altius and Patrón El Alto — with price tags north of $200 a bottle⁵. But this isn’t about exclusivity for its own sake. The brand is also doubling down on education, helping consumers understand what makes these spirits worth it. It’s culture, not just commerce.

Wine Australia – Rebuilding Through Reinvention 

Faced with a global decline in wine drinking, Wine Australia is going back to the roots — while planting new ones⁶. They're diversifying styles, exploring mid-strength varietals, and targeting younger, design-savvy consumers with stylish packaging and storytelling. The message? Wine’s not dead — it just needs a reboot. 

Image credit: Jacob's Creek

Evolving Tastes + Elevated Expectations 

Across the board, four key trends are reshaping the landscape: 

• Premiumisation: Drinkers are trading up and they expect better ingredients, deeper storytelling, and elevated design. 

• Health-First Drinking: Low- and no-alcohol beverages are booming, with no signs of slowing down. 

• Digital Convenience: E-commerce, mobile apps, and home delivery are non-negotiables in today’s experience economy. 

• Conscious Consumption: Consumers care about ethics, from sourcing and sustainability to social impact. Greenwashing won’t cut it. 

The Takeaway: Adapt or Fade 

The Australian alcohol industry isn’t just recovering, it’s redefining itself. In 2025, the question isn't can you grow, it's how you grow. Brands that blend innovation with authenticity, that meet modern needs without abandoning their essence, will thrive. The rest? They’ll feel increasingly out of step. 

Let’s Build Your Next Chapter 

Ready to evolve beyond the trends and build something lasting? At Drinks Provisionist, we partner with ambitious liquor brands to shape strategies that stand out, scale up, and speak to the next generation of drinkers. 

Let’s shape the future of drinking, together. 

SOURCES

1. Vinsight. “Australia’s Alcohol Industry and Economic Outlook for 2025.” Vinsight, April 2024. 

2. Adelaide Now. “Australian Wine Holdco Completes Accolade Wines, Pernod Ricard Wine Merger.” April 2025. 

3. News.com.au. “XXXX Launches New Alcoholic Ginger Beer.” March 2025. 

4. The Australian. “Is Dan Murphy’s Ready for the Jayne Hrdlicka Experience?” April 2025. 

5. The Australian. “Australians Are Increasingly Turning to Tequila, Says Bacardi Boss.” April 2025. 

6. The Australian. “Wine Australia on Its Long-Term Plan for Industry Revival.” April 2025. 

CONTACT US

drinks@drinksprovisionist.com.au