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ΚΛΑΔΙΚΗΜΕΛΕΤΗΑΛΚΟΟΛΟΥΧΩΝΑΦΕΨΗΜΑΤΩΝ–ΑΠΟΣΤΑΓΜΑΤΩΝΣΤΗΝΑΥΣΤΡΑΛΙΑΝΗΑΓΟΡΑ 1

ΓΡΑΦΕΙΟΟΕΥΣΥΔΝΕΫ

Level2/219-223CastlereaghStreet,SYDNEY,NSW2000Tel:+61292649130-Fax:+61292646135

Email:[email protected]

ΒαϊανόςΩραιόπουλος-Κελένης,ΠροϊστάμενοςΓρφ.ΟΕΥ

ΟΚΤΩΒΡΙΟΣ2016

ΚΛΑΔΙΚΗΜΕΛΕΤΗ

ΑΛΚΟΟΛΟΥΧΩΝΑΦΕΨΗΜΑΤΩΝ-ΑΠΟΣΤΑΓΜΑΤΩΝ

ΣΤΗΝΑΥΣΤΡΑΛΙΑΝΗΑΓΟΡΑ

ΠΡΩΤΟΜΕΡΟΣΓΕΝΙΚΕΣΠΑΡΑΤΗΡΗΣΕΙΣ

Ηαυστραλιανήοικονομίαεπί25έτηδενέχειβιώσειύφεσηούτεκαιτιςσυνέπειεςτηςδιεθνούς χρηματοοικονομικής κρίσης του 2007/8. Η αυστραλιανή καταναλωτικήκοινωνία απολαμβάνει ετήσια εισοδήματα που το μέσο ύψος ανά νοικοκυριό

προσεγγίζει ταΑ$125,000.Παρά το γεγονός ότι το ιδιωτικό χρέος τωναυστραλιανώννοικοκυριών έχει υπερβεί το 180% του εισοδήματός των, οι καταναλωτικές τάσεις

βαίνουνσχεδόναμείωτεςκαιπαράτογεγονόςότιηεθνικήοικονομίαέχειεισέλθειστημετα-εξορυκτικήεποχήοπότεέχουνμειωθείοιρυθμοίαπασχόλησηςιδίωςστηΔυτική

Αυστραλία.

Από πλευράς μάρκετινγκ, οι αυστραλιανές μεγαλουπόλεις Σύδνεϋ, Μελβούρνη,

Αδελαΐδα, Πέρθη, Βρισβάνη αποστελούν ένα ιδανικό όχημα για την προβολή και ενγένειανάδειξηόχιμόνοντουεθνικούμαςποτούαλλάκαισυναφώναλκοολούχωνμε

βάση τη διαμόρφωση των κοινωνικών δεικτών της αυστραλιανής οικονομίας καιαγοράς. Απαιτείται όμως η υιοθέτηση επαγγελματικών πρακτικών κατά την

προσπάθειαεμπορευματοποίησηςτουπροϊόντοςαλλοιώςτυχόνπροβολήεσωτερικώςομογενειακών κύκλων δεν αναδεικνύει το προϊόν στη διεθνή του διάσταση.Σημειώνουμετηνπτωτικήτάσητηςνεανικήςκατανάλωσηςαλκοόλκυρίωςγιαλόγους

υγείας. Αρκεί να σκεφτεί κανείς ότι οι εταιρείες παραγωγής και πώλησης αλκοόλαπευθύνονταιστο20%τωνκαταναλωτώνοιοποίοικαταναλώνουντο75%τηςαγοράς

σύμφωναμεέρευνατουAustralianFoundationforAlcoholResearch&Education.

ü http://www.smh.com.au/national/health/one-in-five-australians-consume-three-quarters-of-alcohol-report-finds-20160119-gm9ah6.html

ü https://theconversation.com/a-brief-history-of-alcohol-consumption-in-australia-10580

ü https://theconversation.com/alcohol-companies-target-the-20-of-australians-who-drink-75-of-the-alcohol-53432

Σημαντικήείναιεπίσηςηδιατροφήηοποίαθαπρέπεινασυνοδεύειτηνκατανάλωσηαλκοόλώστεναεπέρχεταιμιαβιολογικήισορροπίαστονοργανισμό.


ü https://theconversation.com/if-youre-going-to-drink-make-it-part-of-your-mediterranean-diet-53406

Παράλληλα όμως θα πρέπει να σημειωθεί ότι έχουν καταγραφεί φαινόμεναοικογενειακήςβίαςπουαποδίδονταιστηνυπερβολικήκατανάλωσηαλκοόλ (παράτην

τάση μείωσης) ενώ μεταξύ των ετών 1996-2005 περίπου 35,000 θάνατοι νέωναποδόθηκανσεφαινόμενασυναφούςβίας.

ü http://abs.gov.au/AUSSTATS/[email protected]/Lookup/4307.0.55.001Main+Features12013-14?OpenDocument

ü http://www.abc.net.au/news/2016-06-29/young-australians-drinking-much-less-than-previous-generations/7553970

ü http://theconversation.com/dont-believe-the-hype-teens-are-drinking-less-than-they-used-to-41884

ü http://theconversation.com/womens-alcohol-consumption-catching-up-to-men-why-

this-matters-67454

ü http://theconversation.com/health-check-how-do-i-know-if-i-drink-too-much-61857

ü http://theconversation.com/alcohol-fuelled-violence-on-the-rise-despite-falling-consumption-9892

APPARENTCONSUMPTIONOFALCOHOLINAUSTRALIAhttp://www.abs.gov.au/ausstats/[email protected]/mf/4307.0.55.001/

There were 183.7 million litres of pure alcohol available for consumption from alcoholicbeverages in Australia in 2013-14. This was amarginal increase from the amount available forconsumptionin2012-13(183.6millionlitres).Thevolumeofpurealcoholavailableforconsumptionintheformofbeerincreasedby1.0%andwine by 0.2% between 2012-13 and 2013-14. The volume of pure alcohol available for

consumptionintheformofReadytoDrink(pre-mixedbeverages)decreasedby4.3%andspiritsby3.6%duringthisperiod.Of all pure alcohol available for consumption in 2013-14, beer contributed 41.3%, wine 37.5%,spirits 12.6% and RTDs 6.3%. Cider contributed a further 2.2% (see paragraphs 25 to 36 of theExplanatoryNotesforinformationonhowestimatesofciderwerecalculated).Onapercapitabasistherewere9.7litresofpurealcoholavailableforconsumptionperpersonin

2013-14,1.7%lessthantheamountin2012-13(9.9litres).Asastandarddrinkconsistsof12.5mlsofpurealcohol,thisisequivalenttoanaverageof2.1standarddrinksperdayperpersonaged15years andover.Note that these figureswill overestimate the true level of alcohol consumedasbeverages,asadjustmentscannotbemadeforwastageandotherfactorssuchasforalcoholusedincooking.


TABLE:PUREALCOHOLAVAILABLEFORCONSUMPTION

Year ended 30June

Beer Wine Spirits RTDs(a) Cider(b) Total

VOLUMEOFPUREALCOHOL('000litres)2009 81148 65600 22900 13012 1644 184304

2010 79736 68451 23014 12811 2208 186220

2011 77327 68000 24034 12814 2733 184907

20122013

2014

7558575116

75863

6904468719

68890

2308224032

23174

1249012130

11610

30633600

4129

183264183597

183666

PERCAPITACONSUMPTIONOFPUREALCOHOL(c)(litres)2009 4.68 3.78 1.32 0.75 0.09 10.63

2010 4.51 3.87 1.30 0.72 0.12 10.53

2011 4.31 3.79 1.34 0.71 0.15 10.302012

20132014

4.14

4.044.01

3.78

3.703.64

1.26

1.291.23

0.68

0.650.61

0.17

0.190.22

10.04

9.889.71

(a)ReadytoDrink(pre-mixed)beverages.(b)Seeparagraphs25to36oftheExplanatoryNotesforinformationonhowestimatesofciderwerecalculated.

(c)Litresperpersonaged15yearsandover.

Footnote(s):(a)Litresperpersonaged15yearsandover.(b)ReadytoDrink(pre-mixed)beverages.Source(s):ApparentConsumptionofAlcohol,Australia,2013-14

ΗπροστασίατηςΓεωγραφικήςΈνδειξηςτουούζουκαισυναφώναλκοολούχωνπουέχει

κατοχυρωθεί στην ΕΕ, δεν ισχύει σε τρίτες χώρες. Ειδικά με την Αυστραλία, η όποιααναγνώρισηδύναταιναπραγματοποιηθείμόνονκατάτιςσυνομιλίεςΕΕ-Αυστραλίαςκαι

όχι διμερώς. Οι αρμόδιοι αυστραλιανοί οργανισμοί (IP Australia, ACCC/AustralianCompetition & Consumer Commission) αναγνωρίζουν μόνον δύο αλκοοολούχαπροϊόντα (Champagne,Cognac)ούτεακόματο ιταλικόProseccoκαιαυτόδιαφαίνεται


από τη διαφοροποιημένη επισήμανση που υιοθετεί η εγχώρια αγορά (Πηγή:WinemakersFederationofAustralia).

Από πλευράς εξέλιξης στατιστικών στοιχείων μεταξύ των ετών 2008-2015, οι κύριοι

δασμολογικοίκωδικοίεξελίχθηκανωςεξής:§ #2205/Vermouth and other wines of fresh grapes: Καταγράφηκε πτώση στις

εξαγωγέςαπό36,360λίτρασεσε20,592μεέτηανόδουτο2010και2012.§ #2206/Otherfermentedbeverages:Καταγράφηκανεξαγωγές7,846λίτρωνμόνοντο

2014.

§ #2208/Undernaturedethylalcohol(spirits,liqueurs,otherspirituousbeverages):Οιεξαγωγέςμαςκινήθηκανσεπαρόμοιαεπίπεδαμεμιαδιαγραμματικάκοίληπορεία

στα ενδιάμεσα έτη. Συγκεκριμένα, από τα 61,424 λίτρα αλκοόλ του 2008παραμείναμεστα61,355λίτρααλκοόλτο2015,μεπτώση50,000λίτρα2010/12/14.

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ΚΑΤΗΓΟΡΙΑΑΛΚΟΟΛΟΥΧΩΝΑΦΕΨΗΜΑΤΩΝ“ALCOPOPS”

ΣχετικήΑυστραλιανήΝομοθεσία

BillsDigestno.1802008–09http://www.aph.gov.au/Parliamentary_Business/Bills_Legislation/bd/bd0809/09bd180ExciseTariffAmendment(2009MeasuresNo.1)Bill2009[No.2]WARNING:This Digest was prepared for debate. It reflects the legislation as introduced and does not canvasssubsequent amendments. This Digest does not have any official legal status. Other sources should beconsultedtodeterminethesubsequentofficialstatusoftheBill.ItshouldbenotedthatthenameoftheBillasintroducedon22July2009isExciseTariffAmendment(2009MeasuresNo.1)Bill2009.TheBills isnot identicaltotheearlierbillofthesamename, introduced intheHouse of Representatives on 11 February 2009, but is identical to the bill (which included amendmentsmadebytheGovernmentintheHouseofRepresentativeson25February2009)whichwasrejectedbytheSenateon18March2009.Theadditionofthereference[No.2]hasbeenmadebytheDepartmentoftheHouseofRepresentativesTableOfficetoindicatethattheBillisintroducedforasecondtime.PassagehistoryDateintroduced:22June2009House:HouseofRepresentativesPortfolio:DepartmentofTreasuryCommencement:Sections1–3onthedayofRoyalAssent;Schedule1on27April2008andSchedule2atthe same time as Schedule 2 to the Customs Tariff Amendment (2009 Measures No. 1) Act 2009commences.[1]Links:TherelevantlinkstotheBill,ExplanatoryMemorandumandsecondreadingspeechcanbeaccessedviaBillsNet,which is athttp://www.aph.gov.au/bills/.WhenBills havebeenpassed they canbe foundatComLaw,whichisathttp://www.comlaw.gov.au/.PurposeThepurposeoftheBillistoamendtheExciseTariffAct1921(theExciseTariffAct)to:

• increasethetaxapplyingto‘otherexcisablebeveragesnotexceedingtenpercentbyvolumeofalcohol’from$39.36to$66.67perlitreofalcoholfrom27April2008and

• ensurethatproductswhichmimicspirit-basedready-to-drinkbeverages(RTDs)aresubjecttothesametaxrateasRTDs.


BackgroundThisBillsDigestshouldbereadinconjunctionwiththeBillsDigestfortheCustomsTariffAmendment(2009MeasuresNo.1)Bill2009[No.2].Theoriginal‘alcopops’billsTheCustomsTariffAmendment(2009MeasuresNo.1)Bill2009[No.1]andExciseTariffAmendment(2009Measures No. 1) Bill 2009 [No. 1] (the original ‘alcopops’ bills) were introduced into the House ofRepresentatives and read for the first and second times on 11 February 2009. The relevant Bills Digestcontains informationaboutthecontentsofthebills.Theoriginal ‘alcopops’billscontainedchangestotheexcisetariffandexcise-equivalentcustomstariffpayableonready-to-drinkbeverages(colloquiallyreferredtoas‘alcopops’).The‘alcopops’taxchangeswereinitiallycontainedintwoproposalswhichweretabledintheHouse of Representatives by theMinister forHealth and AgeingNicola Roxon on 13May 2008whostatedthat:TheexciseandcustomstariffproposalsthatIhavejusttabledcontainalterationstotheExciseTariffAct1921andCustomsTariffAct1995.Theproposalsformallyplacebeforetheparliamentchangestobothactstoincreasetherateofexciseandcustomsdutyapplyingto‘otherexcisablebeveragesnotexceeding10percentbyvolumeofalcohol’from$39.36 to$66.67per litreof alcohol content, onand from27April 2008. The twoproposalswereExciseTariffProposal (No.1)2008 (coveringgoodsmade inAustralia) andCustomsTariffProposal (No.1)2008(coveringimportedgoods).GovernmentamendmentsDuring the debate on the original ‘alcopops’ bills in theHouse of Representatives the existence of beer-basedalternativesto‘alcopops’(referredtoas‘malternatives’)wasrecognised.The‘malternatives’whichare:

• pitchedatdrinkersagedbetween18yearsand30years,aresimilarinalcoholcontent,flavourandappearancetomanyalcopops.However,becausethesedrinksarebeer-ratherspirits-based,theyattractfarlessexcisethandotheir‘alcopop’equivalents,andretailforaroundhalftheirprice.

Asaresult,NicolaRoxonintroducedamendmentstotheoriginal ‘alcopops’billswhichwouldaddressthisapparent loop hole. These amendments were included in the bills (the amended ‘alcopops’ bills) whichweretransmittedtotheSenateforconsiderationon11March2009.ThevoteintheSenateIntheleaduptothevoteontheamended‘alcopops’billstherewasconsiderablenegotiationbetweenthegovernment and theminor parties in an effort to assist the passage of the bills through the Senate. InparticulartheMinisterforHealthandAgeingwasableto…wooIndependentSenatorNickXenophonandthe Greenswith a package ofmeasures that included an extra $50million for initiatives to tackle bingedrinking….• TheGovernmenthasofferedasconcessions:• Afundtoprovidesponsorshiptolocalcommunityorganisations• Community-levelinitiativestotacklebingedrinking• improvedtelephonecounsellingservices,and• possibleexpansionofsocialmarketingcampaigns.However, despite these concessions, the Senate voted down the amended ‘alcopops’ bills on 18March2009. TheGovernment subsequentlymoved that there be twonew tariff proposals, namely Excise TariffProposal(No.1)2009(coveringgoodsmadeinAustralia)andCustomsTariffProposal(No.3)2009(coveringimportedgoods).ThevalidatinglegislationA tariff proposal is not legislation. It is an executive instrument. A proposal does not legally alter therelevant legislative tariff[13] and there is case lawwhich could be used to support the suggestion that aproposalalonedoesnotactuallygivetheCommonwealthlegalauthoritytocollectdutiesaccordingtothenew or amended tariff contained in the proposal. In the period leading up to the crucial vote on theamended‘alcopops’billson18March2009therewasconsiderabledebateaboutwhetherintheeventthebillswerenotpassed, theamountof thetaxalreadycollected, (beingapproximately$290million),wouldneed to be refunded and if so, towhom itwould be refunded. TheGovernment took the view that themoniescollectedwouldhavetobereturnedtothedistillers.On15April2009theTreasurer,WayneSwanand the Minister for Health and Ageing, Nicola Roxon announced that in May, the Government would,amongstotherthingsintroducelegislationtovalidatetherevenuecollectedbetween27April2008and13May2009.AccordinglytheCustomsTariffValidationBill2009andtheExciseTariffValidationBill2009wereintroduced into the House of Representatives on 12May 2009. These Bills were passed by the Senatewithoutamendmenton13May2009[20]andgiventheRoyalAssentbytheGovernor-Generalonthesameday.TheBillsDigestforthevalidationbillscontainsrelevantinformation.

ΔημοσιεύματαΑυστραλιανούΤύπου


ΠερίΠολιτικήςΚαταπολέμησηςΥπερβάλλουσαςΜέθηςΑπότηνΑυστραλιανήΚυβέρνηση

ΔιαφωνίαΚοινοβουλίου-ΓερουσίαςγιατονΕισαγωγικόΔασμόστα”Αlcopops”

Governmenttakesanothershotatalcopopstaxlegislation(2009)http://www.smh.com.au/national/government-takes-another-shot-at-alcopops-tax-legislation-20090415-

a6zj.html#ixzz3ig0HFMehTheRuddGovernment is to introduce fresh legislation to resurrect its alcopops tax hike.HealthMinisterNicolaRoxonsaidthegovernmentalsoplannedtolegislatetovalidaterevenuecollectedundertheearlierlegislation.InMarch2009,theSenaterejectedthe70percenttaxhikeonalcopopsafterFamilyFirst'sSteveFieldingsidedwiththecoalitionandvotedagainstthebill.MsRoxonsaidpublichealthexpertsregardedthealcopops policy as a success as it dramatically reduced sales of the ready-to-drink beverages and thegovernmentwasn'tpreparedtoabandonthosegains.``Thereforethegovernmentintendstotaketwostepswhen parliament resumes inMay,'' she said. Legislationwill be introduced to validate revenue collectedundertheearlierlegislationbetweenApril27,2008andMay13,2009.``Secondlyweintendtointroducea

new tariff proposalwith effect fromMay 14, 2009, ensuring thatthealcopopsmeasure remains inplace into the future,'' she said.``The government will then introduce legislation to confirm thismeasure in the same session of parliament.'' Ms Roxon said thegovernment believed the alcopops policy was an effective publichealthmeasure. `Àndweknowthatpublichealthexpertsaroundthecountryagree,'' she said.TreasurerWayneSwan,at the samepress conference, said the governmentwas determined to get itslegislationpasttheparliament.``Thisisunfinishedbusinessesfrom

the last budget,'' he said. He said the opposition's stance had been `èntirely negative''. ``Nothing thegovernmentsaysthatitwilldoisnowsupportedbythisopposition.Alcopops,nationalbroadbandnetwork,economicstimulus,schoolmodernisation,thelistgoesonandon.``Thegovernmentisdeterminedtopassits legislation. ''Whenparliament resumes for the budget session, the governmentwill bring forward thetwo pieces of legislation and the new regulation.Ms Roxon said the two pieces of legislation would beintroduced onMay 13. ``Therewill be a piece of legislation validating the revenue already collected,wewouldexpectthattheLiberalPartyandtheminorparties,giventheviewsthey'veexpressed,wouldsupportthatlegislation,''shesaid.``Wewillintroduceanewtariffproposal,whichyouwillrecallfromthemeasurefrom last yearallows12months to collect the revenueand for legislation then tobevalidated. ``Wearecommitting to introducing that in thenext sessionofparliament ...weare comfortable to introduce twopiecesof legislation.''On the issueofvalidating the revenuealreadycollected,MsRoxonsaid thematterwouldneedtobebeforethehousebeforeMay13toallowthegovernmenttokeepthealcopopsrevenueforthepastyear.``Wehopeitwillbepassed,thatmeanstherevenuethat's(been)collectedwillbeabletobe put towards those measures that tackle alcohol and binge drinking.'' Ms Roxon plans to continuenegotiationswith theminor parties towin their support from this newplan of action. `Ì've already haddiscussionswiththeminorpartiesandwillcontinuetooverthecomingweeks,''shesaid.MrSwanrejectedsuggestions the latest efforts to get the alcopops tax passed could trigger a double dissolution election.``MalcolmTurnbullmight load thegunbutwecertainlyhaveno intentionof firing it,''hesaid.MsRoxonsaid the latest figures indicated the alcopops tax had raised $365 million to date. Over the forwardestimatesperiod,itwasestimatedthetaxwouldraise$1.6billion,lessthaninitiallyexpectedbecauseofareduction inalcopopconsumption. ``Thatcouldvary inthefuturebecause itaffectspatternsofdrinking,''she said. ``Wewouldhope that it does continue to affect patternsof drinking, thatwe see consumptionreducing.Thatisthepurposeofthemeasure.''AAP

ΈρευναΠεριοδικούCHOICE(γιατιςεπιδράσειςκατανάλωσηςστηνεολαία)

Justaspoonfulofsugar...https://www.choice.com.au/food-and-drink/drinks/alcohol/articles/alcopopsByRachelClemonsLastupdated:11thAugust2014Alcopops are an alcohol-infused sweet treat of choice among young adults, thanks in part to trendypackaging and fruity flavours which canmask the taste of alcohol.While officially targeted at over-18s,premixedalcohols,alsoknownasready-to-drinks(RTDs),havefoundanaudienceamongunderagedrinkers.AnRTDispartspiritorwineandpartnon-alcoholicdrink,suchasmilkorasoftdrink,boughtinapremixedformat. They're among the most commonly consumed forms of alcohol by 12- to 17-year-old girls, are


consideredaninitiationdrinkbymanyyoungpeople,andhavebeendescribedbyindustryandconcernedgroupsalikeas 'bridging'or 'gateway'beveragesfor lessexperienceddrinkers,whoaren'tyetusedtothetasteofalcohol.Withtheaboveconcernsinmind,wesetouttodiscoverhoweasyitwouldbeforyoungpeople(ofdrinkingage,ofcourse) todetect thepresenceofalcohol inalcopopsandotheralcoholicbeverages,usingablindtastetestthatincludedamixtureofalcoholicandnon-alcoholicdrinks.TeenagerstastingalcopopsWeaskedouryoungtestersonesimplequestion–doyouthinkthisbeveragecontainsalcohol?

Doyouthinkthisbeveragecontainsalcohol? Yes(%) No(%) Unsure(%)Alcopops(322) 69 24 7Softdrinks(324) 9 85 5Wine(81) 100 0 0Beer(81) 100 0 0

Asthetableaboveshows,manyofourteenageparticipantshaddifficultydetectingalcoholinthealcopops–only69%thoughttheycontainedalcohol,comparedwith100%correctlyidentifyingthebeerandwineasalcoholicdrinks.Almost a quarter of the teenagers couldn't taste the alcohol in alcopops. They found itmost difficult toidentify it inVodkaMudshake (which looks and tastes rather like a chocolatemilkshake), particularly themales—only51%thoughtthisbeveragecontainedalcohol.Bear inmind, thesewere18-and19-year-oldswithsomeexperiencedrinkingalcohol– it's likelyyoungerdrinkerswouldfinditevenhardertotell.Intermsoftasteappeal,alcopopswerethemostpopularalcoholicbeverage in our trial – 60% of participants liked their taste (not far behind the 77% who liked the softdrinks),comparedwith25%wholikedwineand38%beer.According tooneparticipant, "That'swhat thesearegreat for–because theydo taste like softdrink, it'sgoodforkidsthathavenoalcoholexperiencewhatsoever,sotheydon'thavetotastethealcoholandtheydon'trealisehowdrunkthey'regetting."They'reevenmoreappealingwhenyou'reyounger,accordingtoour18-and19-year-olds."IusedtodrinkallofthesewhenIwasabityounger...likewhenIwasatschool,"saidoneparticipant.

HowwetestedWeinvited78teenagersaged18and19yearsold,roughlyhalfofthemmaleandhalf female, to takepart inour taste testofa rangeofdrinks that includedbeer,whitewine,fourkindsofsoftdrinkandfouralcopops–10drinksintotal.Sampleswere unbranded and each participant received them in a different order. Eachparticipanttastedall10samples.

Thealcopopsusedinthetastetestwere:• BacardiBreezerRaspberry(4.8%alcohol)• RuskiLemon(4.8%)• VodkaCruiserPassionfruit(5%)• VodkaMudshakeOriginalChocolate(4%)For each sample, participantswere asked if they thought the drink contained alcohol, andwhether theylikedthetasteandfounditscolourappealing.The teenagers also completed a survey about their drinking habits and awareness of alcohol advertising.Sixteen also took part in focus groups, discussing alcohol consumption in general, and alcopops morespecifically.

Advertisingalcopops:sweetsalestechniquesSincereportingonalcopopadvertisingin2008,thepopularityofthesebrightlycolouredbeverageshasdroppedsomewhat.Evenso,manytradetricksusedby advertisers have stayed the same, andwhile alcopopmanufacturersmayargue they're exclusively aiming at the 18- to 25-year-old market, it's notsurprisingthatthemarketingstillmanagestoreachmillionsofimpressionableyoung teenagers. In 2008, 91% of our taste-tes participants recalled seeingalcohol advertising in thepastmonth. Themost recalled advertisingwas for

beer (43%), followed by alcopops (16%). Most alcohol advertising was last seen on television (71%),followedbybillboards(56%),pubsandclubs(49%),bottleshops(39%),magazines(34%)andthe internet(14%).Alcopopmarketinginparticulardrawsheavilyonpop-culturereferencesandyoung,hipimagestocreateasense of identity and individual style, clearly appealing to the young, fashion-conscious consumer. The


makerofVodkaCruiser,forexample,conveysatrendy,coolandpopularproductimagebyadvertisingthedrinkalongsidepicturesofparties,beachesandmusicfestivals.Suchmarketingcleverlyusestheknowledgethatyoungpeopletodaychoosetheirdrinkstoreflectwhotheyareandwhotheywanttobe.Asoneofourfemale participants in 2008 told us: "I think with girls, if they see another girl that's 18 or 17 [drinkingalcopops], and they're 15 or 16, they think it's cute ... like the bottle." In relation to alcohol advertising,there are two complementary industry self-regulation codes: the Australian Association of NationalAdvertisers'(AANA)AdvertiserCodeofEthics(whichappliestoallformsofadvertising)andtheAlcoholicBeveragesAdvertisingCode (ABAC). Inaddition,manyof the largercompanieshavetheirownmarketingcode of practice. The codes give guidelines for advertising with specific reference to children andadolescents,buttherearesomegaps–amajoronebeingtheinternet.BoozeoverbroadbandWhenwelookedatonlineadvertisingin2008,wefoundsomeexamplesofalcoholicdrinksbeingadvertisedalongside teen-friendlyproducts.WKD ('wicked')OriginalVodkaBlue, forexample,waspitchedalongsidepromos for the latest teenmoviesandNancyDrewgamesongirl.com.au–anonlinegirlsmagazine that"addressesissueswhichfacetoday'syouth".ThiswasatoddswithamessageonthewebsiteofWKDdrinksowner,BeverageBrands,whichstates:"Themarketingofourbrandsisstrictlytargetedatthe18-plusagegroup."AfterCHOICEcontactedWKD,theitemwasremovedfromthewebsite.Eventoday,whiletheABACextendstowebsitesownedorendorsedbyalcoholbeveragebrands,there'snostipulationastowhatkindsofthird-partysitearedeemedacceptableforonlinealcoholads.Teenagedrinking:arealcopopstoblame?It'sclearfromCHOICE'Stestthattheuseofsweetflavoursreducesthenaturalresistancemanyteenagershave to the strongand (tomanyof them)unpleasant tasteof alcohol. In fact, it's longbeenargued thatalcopops entice youngsters to begin drinking at an earlier age and that they're associated with morefrequent drinking and binge drinking in young people. And theway these products aremarketed hardlydetersyoungdrinkersfromaspiringtodrinkthem.Statisticalevidencehoweverismixed.Between2004and2006,therewasa21%increaseintheavailabilityofalcopops,andestimatedconsumptionofalcopopsbypeopleaged15andover increasedbyaround16%.However, theavailabilitydecreasedby2.9%between2011 and 2012. This does not necessarilymean teenagers are drinking less though. In 2008, the formerLaborgovernmentputa70%taxonalcopopstodiscouragebingedrinkingamongyoungpeople.However,a2013studyonalcoholrelatedhospitalvisitsbytheUniversityofQueensland foundnosignificantdropindrinkingamong15–29-year-olds.AdviceforparentsIt'sdifficultforparentsofyoungteenagerstoknowwhatapproachtotakewithalcohol.Doyouintroduceyourchildrentoalcoholinanattempttoeducatethemtobediscerningaboutdrinkingorencouragethemnottousealcoholuntiltheyreachthelegalage?Isitappropriatetoprovideyourteenagerwithalcoholtotake to a party? Is there something you can do to help your teenagers avoid alcohol-related harm?Unfortunately, there's little inthewayofofficialguidelines forparentsto follow.However,agovernmentreport conducted by theAustralian Institute of Family Studies concluded that there's a number of keymessagesforparentsonthetopicthatmighthelp.

• Delayingtheonsetofalcoholuseisassociatedwithmoremoderateandlessriskypatternsofuseinadulthood,whileearlyonsetisrelatedtomoreriskypatternsofuseinthelongterm.

• Parental attitudes and norms towards alcohol can play a considerable role. For example, whenparentsshoweddisapprovalofalcoholuse,theirchildrenwerelesslikelytousealcohol.Converselywhenparentsweretolerantorpermissive,theirchildrenweremorelikelytoconsumealcohol.

• Onceteenagershavestarteddrinking,enhancedparentalmonitoringappearstobeakeyfactorinminimising risky alcohol use. However, this first requires there to be good parent-teenagerrelationships–simplyaskingmorequestionsofyourteenagermaybemoredamaging.

Onceagoodrelationshipisinplace,clearandconsistentrulesregardingalcoholuseandmaintainingopencommunicationarekey.

ThisisWhyTeenagersAren’tDrinkingAlcopopsAnymorehttps://munchies.vice.com/en/articles/this-is-why-teenagers-arent-drinking-alcopops-anymore


DidtheAlcopostaxdotheTrick?http://drinktank.org.au/2015/06/did-the-alcopops-tax-do-the-trick/

Didthealcopopstaxdothetrickinreducingalcoholrelatedharm?http://newsroom.unsw.edu.au/news/health/did-alcopops-tax-do-trick-reducing-alcohol-related-harm

Loweralcopopsconsumptionisaclueforboozereform

https://www.vichealth.vic.gov.au/media-and-resources/media-releases/lower-alcopops-consumption-is-a-clue-for-further-booze-refrom-say-apc

“CIDERAUSTRALIAINCORPORATED”http://cideraustralia.org.au/index.php/cider-australia/aims/

TheprimaryaimofCiderAustraliaistodevelopandpromotetheCiderandPerryindustriesinAustralia.Asaunitedbody,CiderAustraliaprovidesacentralisedpointofcontactforitsmembersand,asanassociation,caneducatetheAustralianpublicaboutCiderandPerryproductionandtheirresponsibleconsumption.Particularobjectivesare:

ü Provideaforumforinformationsharing,learning,developmentandbenchmarkingü TofurtherthepromotionandmarketingofciderinAustraliaü To have an industry body that can present the common views of the industry to government and

otherbodiesü Toprovideacentralisedcontactpoint forciderandperryproducersandhencefoster intra-industry

discussionü Creatingconsumerawarenessofresponsibleciderandperryconsumptionü To develop style descriptions and classifications together with consumer education regarding

productionprocessesü Todeveloptheconceptof“real”ciderbyraisingawarenessofwhatcider isnot,andwhatadditives

shouldandshouldnotbepermittedinciderandperryproductionü Longtermdevelopmentofidentifiersforciderandperryderiveddirectlyfromfruitandpotentiallythe

furtheridentificationofciderandperryfromtherelevantspecialisedfruitBroadlythefollowingapplies:

§ Ciderisadrinkproducedbythefermentationofapplejuice.§ Perryisadrinkproducedbythefermentationofpearjuice.Perryisoftenbycommonusageknownas

“pearcider.AustralianCiderAwards2014Granted!https://docs.google.com/viewerng/viewer?url=http://cideraustralia.org.au/index.php/download_file/163/244/AustralianCiderAwards2015nowopen!http://cideraustralia.org.au/files/1214/3868/8509/Cider_Australia_2015-Styleguide_Official.pdfTheAustralianCiderAwardsareforgingaheadin2015withnewstyleguidelinesandnewclassestosupportaboomingnational cider industry that is fast becoming a keyplayer in globalmarket growth.Cider Australiatodayopenedentriesforthisyear’snationalshowandisexpectingrecordnumbersofentriesfromlocalandinternational cider producers. Cider Australia President Sam Reid said, “The Awards gives cidermakers anunparalleledopportunitytohavethequalityoftheirproductsevaluatedandbenchmarkedbysomeofthebestjudgesinthenation”.CiderAustraliahasthisyearreleasedcomprehensivestyleguidelinestailoredspecificallytotheAustralianmarketthatdefinehowproductsineachclassshouldpresentintermsofaromaandflavour,appearance,mouthfeelandoverallimpression.“ThestyleguideisavaluableresourcefortheAustralianciderindustryandwillnodoubtbecomeago-toreferenceforproducersandanyonethatmarkets,buys,servesordrinkscider.“ReleaseoftheguidelinesisaproudachievementforCiderAustraliaandahugesteptowardsourgoalofenhancingandstandardisingciderjudgingacrossAustralia”,saidMrReid.EntrieswillbeassessedbyaworldclassjudgingpanelcomprisingchairGaryBaldwin,renownedinternationalexpertClaudeJolicoeurfrom


Canada,BehnPayten,KarinaDambergsandBradfordTetlow.Thereare19awardclasseswithstandardciderand perry classes delineated as either amodern and fruit driven “NewWorld” style, or a ‘Traditional’ stylewhichshowscomparativelymorecomplexity, textureandstructure. ‘CiderorPerrywith fruit’and ‘AppleorPearSpirit’havebeenaddedtotheschedule.“Consumersare lookingtotrygreatexamplesofcidersacrosstheevergrowingspectrumofstylesonoffer,butareoftennotquitesurewheretostart.“ParticipatingintheAwards isanexcellentway forproducers toshowcase theirproductsand fostercontinuous improvement inthecategory”,MrReidsaid.WinnersoftheawardswillbeannouncedatadinnerontheeveningofFriday9,OctoberatOrmondHallatTheVillageMelbourne,whileciderloversfromfarandwideareinvitedtoattendtheAustralianCiderFestivalbeingheldatOrmondHallfrom12-8pmonSaturday10October.EntriescloseonFriday18September2015.

AUSTRALIANGOVERNMENT:NATIONALHEALTH&MEDICALRESEARCHCOUNCILhttps://www.nhmrc.gov.au/_files_nhmrc/publications/attachments/ds10-alcoholqa.pdf

AustralianGuidelinestoreducehealthRisksfromDrinkingAlcohol

SummaryAlcoholhasacomplexroleinAustraliansociety.MostAustraliansdrinkalcohol,generallyforenjoyment,relaxation and sociability, and do so at levels that cause few adverse effects. However, a substantialproportionofpeopledrinkatlevelsthatincreasetheirriskofalcohol-relatedharm.Forsome,alcoholisacauseofsignicantillhealthandhardship.Inmanycountries,includingAustralia,alcoholisresponsibleforaconsiderableburdenofdeath,diseaseandinjury.Alcohol-relatedharmtohealthisnotlimitedtodrinkersbutalsoaffectsfamilies,bystandersandthebroadercommunity.These 2009 National Health and Medical Research Council (NHMRC) guidelines aim to establish theevidencebaseforfuturepoliciesandcommunitymaterialsonreducingthehealthrisksthatarisefromdrinking alcohol. The guidelines communicate evidence concerning these risks to the Australiancommunitytoallowindividualstomake informeddecisionsregardingtheamountofalcoholthattheychoose to drink. Research since the previous edition of the guidelines in 2001 has reinforced earlierevidenceontherisksofalcohol-relatedharm, includingarangeofchronicdiseasesandaccidentsandinjury.Thenewguidelinestakeanewapproachtodevelopingpopulation-healthguidance,which:§ goes beyond looking at the immediate risk of injury and the cumulative risk of chronic disease, to

estimatingtheoverallriskofalcohol-relatedharmoveralifetime§ providesadviceon lowering the riskofalcohol-relatedharm,using the levelofonedeath forevery

100peopleasaguidetoacceptableriskinthecontextofpresent-dayAustraliansociety§ providesuniversalguidanceapplicabletohealthyadultsaged18yearsandover(Guidelines1and2)

andguidancespecifictochildrenandyoungpeople(Guideline3)andtopregnantandbreastfeedingwomen(Guideline4).

Guideline1:Reducingtheriskofalcohol-relatedharmoveralifetime;The lifetime riskofharm fromdrinkingalcohol increaseswith theamountconsumed.Forhealthymenandwomen, drinking nomore than two standard drinks on any day reduces the lifetime risk of harmfromalcohol-relateddiseaseorinjury.Guideline2:Reducingtheriskofinjuryonasingleoccasionofdrinking;Onasingleoccasionofdrinking,theriskofalcohol-relatedinjuryincreaseswiththeamountconsumed.Forhealthymenandwomen,drinkingnomorethanfourstandarddrinksonasingleoccasionreducestheriskofalcohol-relatedinjuryarisingfromthatoccasion.Guideline3:Childrenandyoungpeopleunder18yearsofage;Forchildrenandyoungpeopleunder18yearsofage,notdrinkingalcoholisthesafestoption.§ Parentsandcarersshouldbeadvisedthatchildrenunder15yearsofageareatthegreatestriskof

harmfromdrinkingandthatforthisagegroup,notdrinkingalcoholisespeciallyimportant.§ Foryoungpeopleaged15−17years,thesafestoptionistodelaytheinitiationofdrinkingforaslong

aspossible.Guideline4:Pregnancyandbreastfeeding;Maternalalcoholconsumptioncanharmthedevelopingfetusorbreastfeedingbaby.§ Forwomenwhoarepregnantorplanningapregnancy,notdrinkingisthesafestoption.


§ Forwomenwhoarebreastfeeding,notdrinkingisthesafestoption.Furtherissuestoconsider:Thereareanumberofadditionalfactorsthatinfluencetheriskofalcohol-relatedharm,including:

§ specific situationswherealcoholhas thepotential toendanger life; forexample,whendrinking iscombinedwithactivitiessuchasdriving,operatingmachineryorsupervisingchildren.

§ groupsthatcanbeatincreasedriskiftheydrinkalcohol;forexample,youngadults(18–25years),olderpeople(60+years),peoplewithafamilyhistoryofalcoholdependence,andpeoplewhousedrugsillicitly.

§ people who may need to seek professional advice about drinking; for example, people takingmedication,peoplewithalcohol-relatedorotherphysicalconditions,andpeoplewithmentalhealthconditions.

Makingdecisionsaboutpersonalrisk:Choices about alcohol are part of wider considerations that include factors related to each person’slifestyleandhealthandalsodependoncontextualandindividualcircumstances.However,peoplewhochoose todrinkmore than theguideline levels shouldunderstand that theywill,onaverage, increasetheirriskofharmtoalevelthatishigherthanthatforapersonwhochoosesnottodrinkortodrinkatalower level.Whenmaking decisions about drinking levels and patterns, people should also take intoaccountthefactthatdrinkingcanadverselyaffectothers,andinsomecircumstancesmaybeagainstthelaw. These guidelines are concernedwith risks to health, and notwithmoral or normative standardsaboutdrinking.VariousgroupsinAustraliansocietydifferaboutwhattheyconsidertobe‘responsible’drinking, andaboutwhen they considerdrinking tobeappropriateoracceptable. There is aneed forcontinuingpublicdebateaboutthesestandardsofconduct.

AUSTRALIANINSTITUTEOFHEALTH&WELFARE2016NationalDrugStrategyHouseholdSurvey

http://www.aihw.gov.au/2016-national-drug-strategy-household-survey/

http://www.nationaldrugstrategy.gov.au

TheNational Drug Strategy (NDS) and its forerunner, theNational Campaign Against Drug Abuse(NCADA),havebeenoperatingsince1985.BothNCADAandNDSwerecreatedwithstrongbipartisanpoliticalsupportandinvolveacooperativeventurebetweentheCommonwealthandState/TerritoryGovernmentsaswellastheNon-GovernmentSector.The National Drug Strategy, a cooperative venture between Australian, state and territorygovernments and the non-government sector, is aimed at improving health, social and economicoutcomes for Australians by preventing the uptake of harmful drug use and reducing the harmfuleffects of licit and illicit drugs in our society. On this website you will find information about theNationalDrugStrategyandtheadvisorystructuresthatsupportthestrategy;linkstothecurrentdrugcampaignsiteswithinformationoninitiativesatnational,state/territoryorcommunitylevels;thekeyresearch and data components supporting the strategy; publications; and key links to relevantgovernment,professionalorganisationsanddrug-relatedportalsites.

ΜΕΘΟΔΟΛΟΓΙΑΚΑΙΚΑΝΟΝΕΣΠΡΟΒΟΛΗΣ-ΔΙΑΦΗΜΙΣΗΣΑΛΚΟΟΛΟΥΧΩΝΣΤΗΝΑΥΣΤΡΑΛΙΑΝΗΑΓΟΡΑ

ABAC/AlcoholBeveragesAdvertisingCodeScheme

http://www.abac.org.au/publications/thecode/TheCodeStandards for alcohol marketing in Australia are set out in the ABAC Responsible Alcohol Marketing


Code.Aswithallcodesofthisnature,aviewonwhetheraparticularadvertisementorpackagingcomplieswiththestandardswillnecessarilybesubjective.TheABACSchemeprovidesfourdecisionpointsfordeterminingwhethermarketingcompliesasshowninthistable.

Forcompaniesthepre-vettingserviceprovidesaveryeffectivesecondopinion,bynon-companystaffasto whether a marketing communication complies with the ABAC Code before it is published orbroadcast. In 2012 15% of marketing communications were rejected at this stage and others wereapprovedonlyaftermodification.ThroughthisservicetheABACSchemeseekstominimisethenumberofcomplaintsfromthepublicatthethirddecisionpoint.

AUSTRALIANASSOCIATIONOFNATIONALADVERTISERShttp://aana.com.au/about/The Australian Association of National Advertisers (AANA) safeguards the rights of its members tocommercialfreespeechandprotectsconsumersbyensuringadvertisingandmarketingcommunicationsareconductedresponsibly.TheAANAisthepeaknationalbodychampioningtheinterestsofAustralia’stopadvertisers.Forover85yearstheAANAhasrepresentedAustralia’slargestandwell-knownbrandsacrossFMCG,automotive,financeandinsurance,travel,healthandbeauty,mediaandcommunications.TheAANAworkstoprotecttheinterestsofthesebusinesseswhocontributetoanestimatedadvertisingspendofmorethan$14billionayear.OnbehalfofourmemberstheAANA’smandateistomaintainandevolve the advertising codes which underpin the system of self-regulation in Australia. The AANA,together with the Advertising Standards Bureau, represent two halves of Australia’s gold standardsystemofself-regulation.ComplaintsunderourCodesareadjudicatedbytheindependentAdvertisingStandardsBoard.

«DRINKSTRADE»Magazine(2012-2015)


GeneralDrinkMarketDataandTendencyPersonalized customer service and daily tastings for costumers are important element to increasebeveragesselling.Onesuccessfulstrategyistoputtheconsumersatthecentreofallactivitybycreatingan emotional and social connectionwith them.When it comes to theAUSmarket it seems thatAUSdrink less thanwhat theywere used to do in the past. Innovation is the answer to increase growth.

Moreover, inAUS theAsian influencehas reachapoint inwhich thegeneral tasteprofileofAUShaschangedandhasbecomeAsiancentred.Consumersover65shouldbeaddressedandalsoconsumerswithasignificantabilitytopay.Thelatterareprobably10%ofthetotalconsumersbutprovidefor70%of thewhole selling. In 2012, AUS cocktail industry’s trendswas characterized by both a demand forvintage-oldclassiccocktailsandfornewandfreshcocktails.SomeofthemostvaluedvintagecocktailsareAperol1954,Cointreau1930,Pacinoelixir vermouth,CuttyShark,DuvalPastis from1950etc.Thisvintage re-discovery, which continued in 2013, also influencedkitchenequipmentandglasses.Barrelagedcocktails remainedvery

popular but at the same time beverages characterized by rareingredientsstartedtogainimportance.Classicflavourmetvariationsand new intense flavours (cocoa, vanilla and cinnamon). The newcocktailswerebasedonfreshandseasonalingredientswhichobligebars to often change their menus, depending on ingredient’savailability.Thenextstepwasre-workingsimpleandclassicaldrinksand add to them fun and fresh elements. Whisky-based cocktailstarted becomingmore popular. Guest’s palate evolved, developed

andmatured.Media started pushing towardsmoremolecular styleof cuisine and that created a demand for new complex drinks andcocktails.Eventrustingtheirbartenders,consumersstartedtogrowtheirpersonalknowledgethroughblogsandwebsites.Thelatterwerealsobartenders’sourcesofideas.In 2013, the AUS Health and Welfare has released its findings about AUS drinking culture which isapparently slowly changing. Younger Australians are continuing delaying the age they have their firstalcoholicdrink(from14.4yearsoldto15.7between1998and2013).Thosenotdrinkingatallare72%.In2013theAUSliquorIndustrywasdefinedasisdynamicduetoitsvisibilityonthedigitalandmobile

app world. AUS were starting using use smart devices to seek information for shopping online, todiscover about brands and tomake quality product’s choices. Consumer’s aimwas to find authenticproductsandtomakeinformedchoices.AusefulappisGS1GoScan,recommendedbyAUSFoodandGroceryCouncilandbyseveralAUSuniversities.Informationaboutproductsareauthorisedby,andarefrom,themanufacturerorbrandownerthemselves.Thisappisanimportantopportunityfortheliquorindustry to build brands throughmarketing and promotion. The April/May 2014 Nielsen produced aConsumersReport,showinganincreaseofshoppingonlinecharacterizedbyconsumersparticularlykeenon spendingmore than twiceasmuchas thosewhopurchase in store. Instead, the June/JulyNielsonGlobal Surveyof ConsumerConfidence and Spending Intentions,whichmeasuresperceptionsof local

jobs,prosects,personalfinanceandimmediatespendingintentions,showedadrinkssellingdropbytwopoint since 2013, its lowest score on record since the survey began in 2005. Consumer spending hasbecomediscretionary,andmorecashhasbeenputintoretirementfunds.Anotherissuewhichweakensthesoftdrinkmarket,boththeIndonesianandtheAUSones,istheaggressivepricingactivityacrossthegrocery channel and soft consumers demand in the non-grocery channel. James Glenn, NAB senioreconomist, reported that theAUS consumer confidencedecreasedby 4%hadnegative consequencessuchasriseofunemploymentandincreasedemandforcheaperproducts.Inadditiontoit,thereisstilla


significantproblemofoverdrinkingandbingedrinkingamongyoungAussies. In July2013DrinkWiseAustraliaandJamesonIrishWhiskychosemeaningfulandengagingchannelstoshowyounggenerationthedangerofoverdrinking.wiselaunchedadrinkingcampaigninMay“BigShot”whichwasbasedonthe pre-drinking tradition Aussie seem to have, before going out. By suggesting that 30ml is one

standard drink, the campaigners were empowering consumers to make drinks at home usingrecommendedunits.Thetargetwas1millionpeoplebetween25and24yearsold(mostlymales).Inthevideothereweredrinksuggestiontoinspirepeopletoproducedrinksfollowingstandardunitsandtheentirecampaignwasbasedonvaluingconceptssuchasreputation,groupbelonging,exclusion,betterunderstanding personal limits etc. In February 2014 Drink Wise launched another similar campaignwhich was aiming at moderating alcohol consumption between young Australians. The campaign

reached 90% people, was shared 55,000 times onFacebook and had 87% of positive reaction. In dealing

with Drink and Hospitality industry “Drinks and Trade”underlines the importance of customer service and ofpositive relations with suppliers. The former bringshigher level of satisfaction among costumers and anincrease of gaining while the latter means increasepossibility to receive discounts and good deals.Bartenders are also a fundamental part of this chain.Thosehowaspireatclimbingtheladderofsuccessneed

toimprovetheircustomerserviceskillsandbeawareofpeople’s taste, in order to be able to offer the rightcocktailsanddrinks.Bartendersalsoneedtounderstand

how significant is their influence when it comes to a costumer’s choice. Hospitality is a trend-basedindustry which gives importance to whoever can show to have been awarded: international prizesincrease venues’ business andmarket success. Competitions are important for bartenders as drinkingeventsareforpubsandbars.Duringtheseofficialandinternationallyrecognizedeventsbarsandpubsseetheirgainincreasing.AUSmaindrinkingeventsareNationalMargaritaDay(22February),St.PatrickDay(17March)andWorldWhiskyDay(17May).Pubsandbarownershouldbeawareofthesespecial

days andbenefit fromcostumers’willingness to celebrate. In 2014 the ICCCommissiononMarketingandAdvertisinghavepublishedtheAdvertisingFrameworkforResponsibleMarketCommunicationsofAlcohol. Framework underlines how important is for brands to consider Social responsibility whendeveloping or assessing alcohol marketing communications. Drink cannot advertise themselves as ameantoprofessionalorpersonalsuccess:thatisnotanacceptablepractice.In2013Ebiquityreleasedits50PowerhousesMarketers2013whichshowedthe50biggestadvertisers inAUSmedia.Ofthedrinkcategory Lion was classified number 14 with 42.2million dollars spent while and Dan Murphy’s wasclassified number 30, with 27.9 million. The advertisements considered were from Newspapers, TV,

radio,magazines,onlinebanners,FreetoAirTVads.TheDrinkassociationheldaNetworkBreakfastinMarch tohighlight the importanceofeffectivemarketing strategiesandpredictiveanalysis.DrPatrickMoriarty,specialguests,declared:“Marketersneedtoansweringcustomerquestionsasmeaningfulaspossibleforimpactingthebusiness”.Anon-effectivemarketstrategycancausealossupto250billiondollars. Therefore, efficient key strategies are the ones embracing diversity, avoidingmicro-targeting,pushingconsistentmessagesandusingtheaccessibilityofdigitalplatforms.The latter’sdevelopmentspermit more relationships with customers and useful feedbacks.Drinks Trade magazine launched in2014aSurveytoanalysetherelationshipbetweensuppliersandretailersandhelpthemtounderstand

eachone’spriorities.Whensuppliersandretailersworktogethertheycanunderstandtendenciesofthe


dynamicAUSmarket.Thesurvey’sresultsshowedhowsuppliersshouldbemoreopentoacknowledgegapsincurrentpractices,structuresandthinkingandacceptingthechallengesrelatedtothem.Crucialcapabilitiesthatbothretailersandsuppliersshoulddeveloparebusinessrelationshipmanagementandlongertermplanningwithpartners.Businessshouldobservetherateofmarketchangeanddevelopnew

skillsforsucceedingintheAUSmarket.GovernmentandAlcohol

AUS manufacturing future is craft with high quality and ingenuity over mass production andhomogeneity. The future is food andbooze andnot clothing and textiles.Despiteof that the Federalgovernmentgains24$+5%GTSonasinglebottlewhiletheproducersonly12$.AUSisthehighesttaxedspirits industry in the whole world and it is punitive. This could result in a significative decrease ofemployment related to drink industry. In 2014 NSW premier, Barry O’Farrell, announced the LiquorAmendment Bill. This new package was supported by a strongmedia campaign to reduce drug and

alcoholrelatedviolenceonSydney’sstreets.ThesechangesaffectednegativelyAUSdrinkmarketduetosomemeasures such as: lock outs at 1.30 am for all pubs, clubs and bars, last served drink at 3am,strongerjailsentencesifthesubjectinvolvedisunderalcoholordrugseffects,closureofbottleshopsat10amandhigherfeeforvenuesandoutlets.Distributors,bartendersandownersdoubtaboutthereal

effect of this legislation on those who act violently underalcohol or drugs effects. The biggest concern is about theeconomicconsequencesofthisBillonclubsandbarsofNSWwhichemployalmost42,000people.Thiscontributewith1.2

billion every year and helps NSW economy and collectivewellbeing. As alcohol tends to have negative impact oncitizens’ security NSW Gov. has created a new annual riskbased Liquor Licence Scheme to promote the safety oflicensed venues and local communities (2014). This licencewill oblige each venue to pay a fixed amount based on thevenue’s calculated risk. This scheme has already beenintroduced in VIC 2009, QLD 2008, ACT 2010. Alcohollicenseeswill low risk businessmodels andhigh risk venues

willpayahigherfee.Thefeeis500$forhotelsandregisteredclubs,250$generalbars,200$ forbars, licensedrestaurants

400$,wholesalersis500$andmulti-functionlimitedliquorlicencesis100$.Morethan75%oflicensedvenue operators inNSW are expected to pay only between 100 and 500$. Late trade venuewill pay2,500$ifthesellalcoholtill1.30amandtheywillpay5000iftheysellalcoholbetween1.30amand5am.EvenifarecentstudyinACThasshownasreductionofalcoholrelatedviolenceaftertheapplicationof the scheme, inNSW the consequenceof its implementation couldbe: cost cuts,whichwill reduceemployees’workhours,anddisappearanceoflocal,regionalandruralnon-profitclubswhichwon’tbe

able toafford the licence.On July2014 theAlcoholBeveragesAdvertisingCodeResponsibleAlcoholMarketingCodecameintoeffect.ThisappliestoallmarketingcommunicationsinAUSgeneratedbyorwithin the control of amarketer and implements standards ofmarketing to be observed.Marketingshould only encourage responsible and moderate consume of alcohol without any offensive oraggressive behaviour related to it.Marketing communicationmust not targetminors in anyway andmustnothaveanyconnectionwithmessagesofsuccessorsignificantchangeinmood.

RTD(ReadytoDrink)alcoholicandnon-alcoholic


Widely recognizeduring theAUSDrinksAward,RTD (Ready todrink) isagrowingmarketcategory. In2013 RTD had a production and distribution shift towards female focused products to respond to adecreaseof6.9percentinReadytoDrinkSales(RTD)since2011/2012.In2012,infact,RTDweremostlyfocusingonmaleconsumers.Thisnewfemalefocusbroughtnewtendencysuchas:VodkaCruiserwith

its“Gowiththeflavour”fortheirnewsugarfreeflavouredCruiser,SkinnyGirlwithalowcaloriesoptionandJimBeanwithitsZeroSugarWhiteEdition.CanadianClubinsteadlostamarketsector,duetotheirresistancetochangetheirmaincampaignforonerelatedthefemalepublic.RTDisacontinuesourceofinnovationwithnewdrink’sflavoursandmixes,whichresultedin2013inavolumeof24,383,018billiondollars in selling. Its key element is premiumisation (strong focus on quality, craftsmanship) and RTDcapacity of guessing consumers’ macro trends such as interest for accessible and convenient drinks,desire for new and fresh ingredients, sugar free, fat free and low calories drinks and interest in newpackaging.Zerosugar labelare increasingboth foralcoholicandNONalcoholicbeverages.The“light”

versionisbecomingmorepopular,togetherwithbeveragesrichinantioxidants,vitaminsandminerals.Value and quality, innovation and convenient format are key elements for RTD success. A powerfulmeantopromoteRTDanddrinksingeneralistheuseofSocialMediaforadcampaignsandpromotions.Socialmediacaneasilyreachconsumers,collecteddirectfeedbacksandpromotebrandsandproducts.Relationships between brands and the consumers become easy to build and brands’ respond tocostumer’s enquiries can be efficient and immediate. Social Media are successful costumers servicechannels and knowledge-sharingplatforms for employeeswhooften consult themandwrite blogs orposts.On theotherhand, socialmediaaredangerous.Therehavebeen severaldocumentedcasesof

employeeswhosawtheirreputationdamagedduetowhattheyposted.Therefore,inanycase,aclearsocial media policy is often required. In the RTD alcoholic section there are several examples.Trumpetersalcoholicicetea,(Victoria-based)ismadewithorganicCeylontea,prickedseasonallyfromSriLanka,andpuresuperpremiumvodka.JamesonIrishwhiskyinvested$1mtolaunchitspremixrangeJameson&CluodyApple,RawColaandGingerBeer.AUSmarketwasconsideredasatestmarketforwhichJamesoncreatedacampaigntoattractAustralianmaleaged24-34.ThismixwasawardedattheAUSdrinkAwardsas“BestReady toDrink (RTD) Innovation” forRawandColaandCloudyandApple.JackDanielproducedanewsoftdrink“DoubleBlack”whichmixesJackDanielwithColaandisservedina can. Fever Tree produces soft drinks with different premium spirits with its soft drinks which are

sophisticatedandpremiumquality,basedonnatural ingredients.The flavourofferedare IndianTonicWater, Ginger Beer, Lemonade, Ginger Ale and Soda water,suitable for all season, especially during summer. Mash-Upginger ale and lemonade and Mash-Up sparkling apple, newgenerationofscotchwhisky,newpre-mixedproducts.VODKAO is a naturally crafted pre-mix cocktail rage with differentfruity flavours.Each flavourdoesnothaveartificial flavouroradditives and has less sugar than other ciders. To combat

obesity in AUS Coca-Cola produced a new 2$ can 250mlformat.Thenew look is toappeal consumersanddrivevalueandgrowthinthecategory.

Ciders


RegardingCidersintheAUSmarkettherehasbeenanincreaseofsellingin2014of+11.4%(44,322,00growthsnationally, especially in SA,+24.5%andNT,+19.9%).VICandWA insteadhaveexperienceadecreasewith -9.6% (VIC)and -2.7% (WA).Pear ciderhasexperienceda+55.8%, theAppleversiona+9.4% increasewhile strawberry andmangohave lostpopularity. This showshoworiginal, traditional

anddrycidersarechosenmorethaninnovativeandsweeterones.Consumerslookforrefreshmentandareawareoftheproductsprovenance:localoptionsaremorerequested.Thegrowthofciderismostlybasedon thediversityof tastes theyoffer.As cidersaregenerally consumedduring summermonths,theyareputincans.ThisformatsuitsperfectlyAUSlifestylecharacterizedbyBBQs.Moreover,AUShasabetterclimateforcider’singredientstobegrownandthisresultsinresultinginhighciders.IntheAUSdrink market, premunisation, innovation and packaging are fundamental elements which weight on

consumer’s choices. Somersby (European Cider,distributed inAUSbyAsahi PremiumBeverages)

ishavingamarketdominance since its launch inOctober 2012. With its crisp, sweet andrefreshing, premium taste, in 2014 Somersbybecamethesecondbrandbyvolume.Thismeansthat Somersby experienced a 700% in growth invalueand674%growthinvolume. InApril2014Somersby will introduce its new Double Press,premiumdrywithasignificantnumberofapples.

Monteith’s Cider experience the second largestsharegrowthofthecidermarket(+8.8%),duetoitsfreshcrushedapplesasthemainingredient.CUBisanother brand of cider which include: Strongbow (which recently refreshed its package), Bulmers,Mercury,KopparbergandMatildaBay’sDirtyGranny.CUBhadabigdemandoffruitcidersthereforeitintroducedKopparbergElderflower+StrawberryandLimeonTap.Reckorderling,ThreeOaks,Magners,Gaymersand5Seedsalsogainedagoodmarketpositionduetotheintroductionofnewformatsandtotheirnewflavouroptions.Reckorderlinghasexperiencedagrowthinits500mlbottlesandintheircansvarieties,especiallysince2014withapartnershipwithCoca-Cola.The latterbecamethesoleSwedishcider distributor in AUS. Summer versionwith Apple-Guava and Passionfruit has helped its selling to

grow. Coca Cola and Reckorderling also celebrated their partnership in March at Manly Wharf Bar,Sydney.ThevenuewasdecoratedasaSwedishgardeninwhich100drinkindustryguestswereenjoyingafreshcider.Reckorderling’saimistobecome,togetherwithCC,numberoneciderinAus.Recordelingisofferinglocalapplestraditionalstylecidersandinnovativeoptions.Itswiderangeofflavourembracesdifferent drink styles. Reckorderling has announced limited editionWinter Cider. Reckorderling is thenumbertwobrandciderinAUS(2014).ItsWinterversionwillbeholdingeventsandartiesinThredbo,the best AUSAlpine location.Warm serve kitswill be also distributed aroundNSWandVIC bars andvenues.WinterCider isaspicedappleciderwithcinnamon,vanilla.Reckorderlingofferedalso6 lucky

retailers a chance towin 1$million dollars in a recent promotion runwith Coca Cola. Therewas anexclusiveeventatSydney’sHarbour.Thatwasmadeforkeepingretailerswiththesameexcitementasconsumershave.ThreeOaks sawagrowthwith itsCrushedApplesTenpackandCrispPearcan in10format.EndlessCider isa100%realcrushedfruit juicewithnoconcentratesandnoartificial flavours,sweeteners or colourings added. It is vegan, gluten free and environmental friendly. The ingredientscome from AUS local Gippsland farmers. Cheeky Rascal is a warm mulled cider perfect for winteroccasions.Thetasteisamixofhotapplepieduetocinnamon,staranise,orange,clove,nutmeg,vanillabean and spice berries. Apples are locally grown and there are no added sugar or preservatives.

Strongbow, hasa catchingpackagewithadrawingofwoodgrainon its label tounderline the cider’s


origin.Australian Brewery Pressed Cider is anewFreshPressedCidermadeby locally grownapples,fermentedandpressedrightafterwards.StassenCiderhasseenaboomin2014withitsglutenfreeandlowsugarversion.Stassenmarketstrategy is toattendevents,createhighprofileproductplacementsandprestigiousonandoff-premisescampaigns.Thetargetsaretraditionalciderconsumerwhichchose

traditional version of this drink and also young people and newcomers which are looking for moreinnovativeandtastyciders.First startedasasummerdrinkonly,cidergainedayeararoundselling inAUSduetothecharacteristicwarmweather.

WhiskyWhiskyalsooccupiesanimportantpositionintheAUSmarketanditaccounts formorethan48%of totalspiritssales.Ausiessdrinkalmost 19 glasses ofwhisky eachmonth and the number of the25-34yearsolddrinkershasdoubledinthepast6years.Whisky’s

consumers are mostly loyal and have been drinking it for yearsand in Australia they are mostly drinking high quality spirits. In2014Whiskycategoryhasexperiencedagrowthof10.1%invalueanda7.9% ingrowthduetothepremiumproductsavailable.Totradeupcostumerstherehavebeenheavydiscountingwithinthepremium and super premium category. New and youngeraudience in the whisky market also explains the growth. Youngpeople are affectionate to the single malt one. The health

awarenessamongconsumerspushpeopletodrinklessbutbetter:sugarfreedrinksandlighterstylesofwhiskies. One fundamental element to increase selling is to tell stories to the consumers. By tellingpeopleeachspirit’sstoryandbyintroducingthemtorealpeoplewhomakethewhiskythedrinkgainsanextravalue.Tosellmorewhisky,bartenderandvenueownersshouldreadmoreaboutit,understandtheaveragewhiskydrinker,tasteasmanywhiskiesaspossibletohelpcustomerstoenjoytheirwhiskies.Theyshouldalsoattendtradeshows,askcostumer’sopinion,listentosalesrepresentativesandalwaysbeabletoofferadifferentpremiumoptionsforcostumers.Ifconsumerstrustselleradvice,eveniftheyhavea limitedbudget,theywon’tbetoo limitedtobuyevenahigherpriceproduct. InAUSTasmanialeadwith fivewhiskyproducingdistilleries (Lark,Sullivan’sCove,Heller’sRoad,Nant,Overeen).Tassie

whiskyhasexperiencedasignificantgrowthinthepasttwoyears,especiallyinforeignmarketssuchasJapan,Germanyand theUK.SullivansCovehasbeennominatedasWorldBestSingleMaltwhichhashelpedthebrandtosee itsdemandoutstripping.Becauseof thisSullivanCovecannotsustainvolumegrowth cause of its limited stock. AUSmainland has six distilleries: NewWorldWhisky, Limeburners,Smith’s Angaston, Southern Coast, Backery Hill and Timboon). AUS distilleries started to focus oninnovation, education for both trade and consumers.Whisky, togetherwith other alcoholic spirits, ismostly sold during Father Day. This is a celebrationwhich sees several number of brands renovatingtheirspiritsintermsofingredientsandmixesandintermsofoutsideappearance(newpackaging,new

designandnewdrinkcontainers).Whiskyisinfactconsideredspecial,rare,expensiveandmostlyamaledrink. IanMcMillan, fromBurn Stewartbelieves that traditionaldistillingmethodsandprocessesareimportant and must be slow and characterized by every single worker’s input.Glefiddich Whisky isdistributedinAUSandgained14medalsand11awardsatthesixthScotchWhiskyMasterscompetition,125thAnniversaryEdition.Thecompetitionwasthelargesteverorganized,with160entries.Glefiddichpresentedits15YearsOldandUltimate38-Year-Old,bothconsideredasoutstandingexampleofwhiskymaking.Grant’s is another awarded whisky brand which gained a Gold medal for “Best in Class” inrecent2013internationalSpiritChallengewithitsAleCaskand18-Year-Old.Balveniefamilyintroduceda

new aged single malt whisky “Balvine Double Wood” (17 years old) with vanilla, green apples and


creamy toffee flavours. After having been matured in American and European it takes a rich spiceflavour.JackDaniellaunchedinAUSitsunagedTennesseeRyewithonly200casesavailabletosell.Itsnewspicyandsweeteditioncontains70%rye,18%corn,12%barleymalt.JackDanielsexperiencedalso8%growthin2014.JackDanielisthebestsellingwhiskyintheworldeveniffortispreparationcouldbe

definedasbourbon,itisoftencalledTennesseewhisky.Itisprettyold(1866)anditisfilteredthroughcharcoalfromsugarmapletreesinlargewoodenvats,priortoageing.JackDisnowthelargestsellingwhiskyintheworld.Thewhisky’stypeJackDanielisofferingare:OldNo7(smooth,woodywithhintoffruity, caramel, vanilla, oak), Single Barrel (Roasted oak, vanilla, liquorice, maple syrup and lemon),TennesseeHoney (Smooth, sweet,versatile, lemonanddry)andGentleman’s Jack (Softwithcaramel,vanilla, smoke made by corn, barley and rye., with traces of wood and liquorice). The Glenrotherspresented itsVintage1978, rareandmature spicy side fruitinesswithonly288casesglobally. Finally,Stagg Jr is anunfilteredwhisky, aged inbarrels for 8-9 years. Its bottles’ availability is limitedand its

tasteisrichwithingredientssuchaschocolate,brownsugar,ryeandspice.Aswhiskyisnotonlyrelatedtobarsanddrinks,themagazinementionstwobooksaboutthispopulardrink.“101Whiskiesyoumusttry before you die” by Roskrow explains different types of Whiskies and their main characteristics.“Explore Whiskies” is instead a complete tasting guides with bars and cocktails locations. DraumbieWhisky is the best base for long mixed drinks with ginger and lime. Hot Apple Toddy is theWinterversionwhich lookstoexpand inski resortsandwintermarkets.Drambuiestartedwithaveryquicklygrowthandhadahugestopbetween1980and2000. Inthelastfewyears ithasexperiencedastablesituation (not growing). Itsmainmarkets areUK,USAandGreece, togetherwithCanadaandAUS. In

2002Greecewas the secondbiggestwhiskymarket.AUS isahugemarketopportunitybecauseof itsclimatewhichpushespeopletohavearefresheddrinksuchas thewhisky itselfandbecauseAUS isastrongbrandspiritmarket.JamesonWhiskeys,toincreaseitsselling,organizedaneventwithmusician,artists,craftmarkets,graffitiandwhiskytastinginSydneyforStPatrick’sday.

AUSDrinkAwardsA perfect occasion which gathers bartenders, owners,retailers, distributors and which offers awards and galaevents is the Australian Drinks Award, organized by themagazineitself.Thiseventwascreatedin2013(500people)

and it is held at the The Star Centre in Sydney. The initialidea was to professionally recognise and award drinks andhospitality industry workers and brands. The Drink Award,amongotherinternationallyrecognizedevents,isconsideredindependent,credibleandrelevant.Thishasahighinfluencein the drinkmarket selling and among costumers. TheAUSDrink Awards will be held in September 2014 with 500expected participants. Veritas events will be the main

organiser, since it has been coordinating drinks-relatedeventsforthelasttwodecades.ThefirststepwillbeundergoingacommercialresearchtounderstandclientbusinessDNAtoofferthebesteventexperienceforparticipantsandthegeneralpublic.Entreesfor theAUSDrinkAwards areopen fromMarchuntilMay.Thebrand’sperformanceconsider for theawards isfrom1January2013toMarch2014.Juriesandconsumer’spanelswillbothevaluatebrandsand candidates in the competition. Main Awards categories are: Beer (Domestic, International andCraft),Cider,RTDS/RTS(DarkandLight),Spirits(Bourbon,Liqueur,Vodka,Rum,Whiskey,OtherSpirits),Wine(Red,White,Champagne,Other).Thewinnerofeachsubcategoryiseligibletowin”BestinClass”

andtoaccessthefinalsforMostLovedBrand,BestPresenceinSocialMedia,BrandSalesAchievement,


BestInnovationandbestAidCampaign,BrandoftheYearandSupplieroftheYear.Thosetakingpartintheawardswill receiveaNielsenreportabout theirbrand’sscore. Inorder to reachallmarket trendsand to promote the AUS Drink Awards in late 2014, Drinks Trade launched a photobombingcompetition.Asyoungpeopleareusedtotravelandarelookingforadventurewiththeirsmartphonein

theirhands,DT thoughtofgathering theseyoungcostumers togetherandorganizedanationalphotocompetition.Thepictures take for thecompetitionmustbecreativebut responsible.Theycanbeputeither on Facebook or on Twitter and the subject of the picture must be 18+. In the image thecompetitorsshouldshowtheirfavouritespiritorsoftdrinkmatchingwiththeirmoodandlocation.TheprizeisafreenightTheStarhotelSydney.

DrinkCompetitionsOn the magazines there are several example of brandsorganizing competitions to gain more popularity and/or to

increase their selling. Cocktails competitions also help thequality of bartending to improve. Competitors can improvetheir skills, elevate their careers and check the new markettrends.Oneof themost importantcompetitionsworldswideare: Diageo Reserve World Class, Angostura Global Cocktailchallenge, held only every two years with AUS three timesglobal winner, Bacardi Legacy Cocktail Competition, with anetwork of 34 countries, Suntory Cup, AUs longest running

cocktail competition, Parler Vous Chatreusse, Mix StarDisaronno, launched in AUS only June in 2015 and with theopportunity to win a trip to New Orleans and ZubrowskaCocktail competition. Martin Millers Gin, available in 50countries worldwide, organized a global bartendingcompetition” We are the taste makers” to find the nextgeneration cocktail crafters, who can produce creativecocktails, unique in taste.Campari organized onMay 13th the Bulldog Cocktail Challenge. ThewinnerCarnevale,withitsDorsetOldTimeFizz,(aperol,lemonjuice,eggwhite,ThymeandLycheeandOrange

soda)createdauniquetastycocktails.TheBotanistGinheldin2015theBotanistForagedCompetitionwith40bartendersandonlyseasonalandlocalproducts.Drinkbrandsalsogainmarketandcostumers’attentionbybeing internationallyawarded.Tito’shandmadevodka isoriginalAmericancraftedvodkafrom one of the fastest growingmicro-distilleries. Tito is made from corn and is a sweet vodka andobtainedanumberofawardsatthe2010UltimateCocktailChallenge.TequilaAvionhasbeendefinedas World Best Tasting Tequila and Best Unaged White Spirit, at the S Francisco 2012 World SpiritsCompetition. Long Leaf Tea Vodka is a premiumdrinkwith Ceylon Tea flavour and premiumorganicvodka,pureAUSrainwaterandhandpickedtea leaves. IthasbeenvotedasthebestTeaVodka inthe

worldandthebest inAsiaandPacificatthe2014SanFranciscoWorldSpiritsCompetition.TanquerayNumber TEN won in 2013 the Best White Spirit 3 times in a row in the Francisco World SpiritCompetition.Thisprizemadethebrandgrowinga29.1%invalueintheAUSmarket.FourPillarsRareDryGin(distilledintheYarraValleywithJuniperBerries,staranisewith41.8%alcohol)andInnerCircleRumGreenDotbothwonagoldmedalduringSanFranciscoWorldSpiritsCompetition (20-23March2014).SullivansCove,WhiskywontheBestSingleMaltWhiskyattheWorldWhiskyAward inLondonforitsFrenchPakPortCask.SullivansistheonlydistillerywhichmaltsitsownbarleytakingadvantageoftheTasmaniansoil,itscleanwaterandair.SuntoryWhiskywithitsYamazaki,Hakaushu(fromJapanese

waterAlps,verypopularamongfemale’sdrinkers)andHibikiwasnamed“DistilleryoftheYear”in2010,


2012and2013.RetailLiquorIndustryAwardsforExcellenceisanotherrecognisedcompetition,startedin1996,whichawardsvenue insteadofdrinksor liqueurbrands.Venuesarehereawardedbyseveralcategoriessuchasstaffpresentation,impression,costumerrelations,salesskillsandoverallimpressionetc. In 2014 Sydney also hosted the AUS Bacardi Legacy Competition, won by Fred Siggingswith its

EmpireofDreams,andtheTasteofSydneyFestival.Thefestivalwhichsawamassiveparticipationofpeopleenjoying their foodanddrinksand theparticipationofbrands suchasReckorderling,Galliano,Bacardi, Patron, Fever Tree, Bundaberg Rum, BlueMoon, Cointreau,WestWinds Gin, Heaven’s HellVodkaetc.

VodkaAUS Vodka costumers’ taste has evolved and grown more sophisticated. This has led to increase in

premium, luxurious and unique vodka demand and therefore offer.Zubrowka Bison Grass Vodka is AUS distributed but distilled in Poland.

Stolichnayaistheworldfirstultra-luxuryvodka,duetoitsfreezefiltrationprocess(-18degreesfor10hours)whichchangesthecompositionofthedrinkandgivesmoredensitytoit.ThisVodkaisoneofthecleanestandpurestvodkasonEarth.Stolichnaya’sAUScommercialstrategyconsistsintrainingandeducationalsessions,cocktailworkshops,bartendingeventsandPRwith relevantguests.AUSareparticularly interested inpremiumquality and in trends from the US. Ciroc Vodka has been one of thefastestgrowingvodkaanditisknownasthevodkaforcelebration.Most

ofthevodkasaredistilledfromgrainbutCiroccomesfromfreshgrapes,anditismadeaftercoldmaceration,coldfermentationandcoldstorage.

EffenVodkaismadewithpremiumwheatfromNorthernHolland:madebybartendersforbartenders.Itstasteissilkyandsmooth,duetothecontinuousdistillationprocess,andhastracesoftoffee,vanilla,caramel,butterandfinepepper.ForitsAUSlaunchitorganizedacelebrationnight.CristalHeadVodkais free fromadditives, glyceroland sugars. ForFather’sDay it releaseda specialRollingStoneLimitedEditionwithacatchingnewpackageandaRollingStonegadget.

RumRumwas born in 1658, created frommolasses,wastes from the process used tomake sugar crystal.

Sugar cane was discovered in East Indies and soon re-planted in Europe and the actual rum wasproducedbyfermentingmolasses.ThebestcharacteristicofRumisthatitcanbemadeanywhereandisnot regulatedbyany international restriction.Rumhasmanystylesandthis is themainreason for itssuccesswhichcausedinthelastyearsasignificantgrowthandademandforpremiumquality.DarkrumisAUSfastestgrowingdarkspiritscategoryandfourthoutoftotalspiritsinvolume,intheAUSmarket,in12monthstoMarch2013(NielsenScantrackLiquorService).Themostappreciatedrumisthespicedonewhich has tripled its production from a year ago. The leading AUS brands are: CaptainMorgan,Sailor Jerry, Bundaberg spiced and Bacardi Oak heart. Bundaberg and Bacardi only entered in AUS

market in 2012 and this pushed Sailor Jerry to increase its performance while Captain Morgan andSpiced Gold lost almost a half of its share. One reason of this success can be explained by the twobrands’highestinvestmentinmediaadvertising.EvenwiththisoutcomeruminAUSisnotasimportantasinUKwhererummarketis8timesbigger.IntheAUSmarketwecanfindsomeexamplesofpopularrums.StolenSpicedRum:Caribbeanrumwithroastedcoffeebeansandtobaccoflavour.MountGary1703OldCaskSelection:Singleanddoubledistilledrumwithoakyandcaramelaromas.Gosling’sBlackSealRum:Darkwithnospiceadded.Angostura1824:finestmaturerumagedinAmericanoakbarrelsforminim12years.Pampero:MadeinVenezuelawithnotesofcoffeeandcaramelandcinnamon.Ron

Zacapa,fromGuatemala.BundabergMasterDistillers10YearsOld:10yearsofageing.PossersBritish


Navy Rum, distilled in a wooden still. Appleton Estate Master Blenders’ Legacy: with backed pear,maple,spiceandorangepeelswithgingerandvanilla.PyratCask1623,agedbetween8and40yearswith pure springwater. Dry and fresh fruit aromaswith peaches, grape, prunes, green figs, walnuts.BeneleighDarkRum,madewithpotstillmethodandthenagedfor5years.Thisproducesaheavystyle,

premiumrumwithhoneyandfloralcharacteristics.BundabergRumBlenderEdition:worldclassrum,unique for Bundaberg distillery formore than 125 yearswith flavour of raisins, vanilla and spice. Forcelebrating its125thyearbirthday itproduced500mlsingleexclusivebottles (white rum, red rumanddarkrum,creamysodaandpassionfruit).FairRumisthefirstFairTradeinAUSmadewithsuitablefarmmethodsandorganiccultivation.

BourbonSimilar to Whisky, American Bourbon is made instead from corn. In 2014 Bourbon experienced adecrease in value of -2.8 becauseof the ever-increasing premiunization trend. JimBean, KnobCreek,

Wild Turkey, Buffalo Trace, Woodford Reserve, Maker’s Mark, Bulleit, George Dickel, Old Forester,Blantom’s,FourRosesetc.arestillgrowingbourbonsbrands.In2015Bourbonexperiencedadeclineof12%while whisky went up to +7%. Despite of that, premium Bourbon was still growing. In the AUSmarketBourboncategory is represented,amongothers,byWildTurkey101,a12yearsoldKentuckyBourbonwhich gained a silver award at the International Spirits Challenge. Its flavour is strong withcaramel,vanilla,honeyandorangenotes. In2015 it signedacontractwithtwoAFLplayer formakingthem become brand ambassador and for gaining new consumers interested in this sport. Its relatedcampaign “What are you bringing to the table” was nominated of the TOP 5 Whisky and Bourbon

advertising campaignsof 2015. TheBourbonAUS leading spirits brand is Jim Beam,which is openingnewroutes inAsia-Pacific.FourWoodKentuckyStraight, is insteadarareBourbon,aged inAmericanoaksmadefromMaple,SherryandPortWood.BulleitBatches:singlebottleswithrusticfrontierdesignwhichmarkapointofdifferenceonshelf.Bulleitisverydrybourbon,dueofitshighryecontent,anditis aged between 6 and 8 years. In 2013 it was awarded as Gold medal and it was a finalist for theUltimate Spirits Challenge at the Testing Institute Award. Cougar Bourbon is a smooth and uniqueflavourbourbonwhichreleasedanewpackagingtogetherwithanewcampaignforcelebratingFather’sDay.KnowCreekwon“BestBourbon”atthe2015S.FranciscoWorldSpiritsCompetition.

Gin

Gin sector inAUS is back in growth.Overall gin category hasexperienceagrowthof7.6%overthepast12months.InGin’smarket there is a desire of authenticity, craft, history andheritage inbrands.Thekeyword isconnoisseurship: the ideathatwhateveryoudo,theshoesyouwear,whatyoudrinkandwhat you have say something about your personality and

status.Thatappliesalsowithspirits.Bartendersareshowmen,entertainersandsalespeoplewhocreatedrinkswithdifferenttextures,flavoursandnuisances,theyarelikechefs.Sipsmithiscraftgin,produced

MrGlasworthyandHall,insmalldistillerywhichproduces300bottleaday(bigonesproduce300in10minutes)andproducescraftginwithhigherquality. G’Vine isanewagehandcraftedginwithflowersnotes and juniper berries and cardamomand ginger. Four Pillars dry gin is crafted gin awarded by asilvermedalattheLondonInternationalWineandSpiritsCompetition.Ithas10botanicalherbssuchajuniper,coriander,cardamom,myrtle,lavenderetc.

BrandyBrandyisonlybarflymentionedandthereportedexampletellthestoryofanAUSdistillery,establishedin1910ontheMurrayRiver.St.AngesBrandy introducesitsfirstBrandyin1942StAgnesOldLiqueor

and in 2001 added three news flavours: cola, lime and soda dry. St Agnes has a classicalmethod of


brandy production which results in a more intense spirit with better depth and intensity of flavour.Grapes are harvested, pressed and fermented for a week (9-11% of alcohol), double pressed andmaturatedinsmalloaksbarrels.

Cognac

Firstmentioned Cognac isHINE which in 2013 celebrated its 250-year birthday. For advertising theirproducts globallyHINEorganizedone-month celebration in France (theoriginal location), LondonandHongKongwithexhibitions,galaeveningsandconcerts.Duringtheevent250specialeditionbottlesof1953cognacwereproduced(10,000euroeach).HINEalsocelebrateditsuccessinAUSonthe15thand20thofJune.HINECognacisvaluableinAUSmarkettooduetotheproducer’smeticulousattentionfordetails.Hine’suniquestyleisduetothematurationprocessinFrenchoakbarrelsforaminimumoftwoyears.VerySuperiorscognac(spentatleasttwoyearsageing).VerySuperiorOldPale(atleast4years).XO, Extra Old (at least 6 years).Maurice-Richard, agronomical engineer at the French Institute for

Technical and Practical Agriculture analysed Cognac impact on international market. Apparently theperceptionof cognacover theyearshasnot changed,mainlydue to thoseknowledgeable consumers

who knows how to appreciate quality cognac. The actualchallengeforproducersisinsteadfindingnewconsumersamongdifferent age range. Premium cognac should be valued andexportedtonewmarketstakenintoconsiderationeachcountry’scharacteristics. Maurice’s Hennessy in fact is an original andinnovativecognacs,meticulouslydesigned.

TequilaIthasbeenaround since16th centurybut in thepast fewyearsthe category has experienced a growth across internationalmarkets.ThebiggestmarketistheUSAinwhichthedemandforpremiumtequilashasrisensignificantly.InAUStequilaiscomingback to be a wanted drink where tequila made with 100 blue

agave increased from 26.5million litres in 2001 to 155.3million litres in 2011. Patron Tequila is theworld’sNumberoneultra-premiumtequilaanditismadewithagaveplantswhichonlygrowinMexico.Consumerswant todrink lesbutwithhigherqualityproductsand100%tequilameetsbothdemands.

Tequila is mostly consumed as shots but brands are working together with bartenders to invert thistendency and underline how tequila is also suitable for classic cocktails. Consumers who requirepremiumqualityareabletopaymoreforit.Tequila,duetoitscomplexprocessofdistillationandtoitsprovenience it is struggling tomeet theworld’sdemand. InAUS is thehighestpricedcategoryamongspirits(averageof48$perunit).Thispricehasthepotentialtopushawaymostoftheconsumerfromthiscategory(excludingtheonesrequiringpremiumquality).Withthepriceoftheagave(maintequilaingredient)risingsmallmanufacturerisktoclosedownandthiswillmakethepricerisingevenmore.

OtherLiqueurs

In the alternative Spirits Category, themagazinementions:Cointreau Noir, Cachaça, Pavan, BaileysChocolateDeluxe.CointreauNoiris70%Cointreauand30%Cognacwithnutsandalmonds,distilledandproduced in France, after 165 years. Even if Cointreau is perceived as “grandmother” liquor it is alsogood for other age ranges, due to their new and fresh recipes. Cachaca is a famous Brazilian spirit(1550), distributed inAUSby Saturno since1999. It is theninth-largest spirit in theworld. Cachaca ismade fromdistilled and fermented sugar cane and let id rest in AmburanaBarrels for threemonths.Saturnoischemicalandadditivefree.TheentréeofCachacaintheAUSmarketisjustifiedbythe2014FootballWorldCupandthe2016Olympics.Pavanisaliquorcrafted,hand-pickedwithpremiumMuscat

grapes and orange blossom which refresh this balance of rich and sweet aromas. Baileys Chocolate


Deluxe ismadewithBelgianchocolateandMadagascarVanilla. It isanexampleofpremiumizationofdessertliqueur,duetothecategory’ssellingincrease10.8%.Baileysispopularamongloyalconsumersandalsoamongnewconsumers,duetothisnewchocolateentrée.Jägermeisterfirstdevelopedin1934isespeciallytargetedtomaledrinkersanditisbasedonpeoplegoingtogetherhuntingandsharingthis

adventurousmoment.InAUSitstartedbetween2006-2007anditwaspopularamongyounggenerationwith the JaegerBombs, fast consumptiondrinkdesigned foreffectiveandquick release (thatwasnotpartofJägermeistermarketingstrategyandwillneverbe).Jägermeistershouldbedrunkasanicecoldshotandnotas it is consumednow,asago-todrink for thosewho like topartyhard. In2014 Jaggermadeanewcampaigncalled”StrangebutTrue”. Strange is thedifference Jaggerbrings to the liquormarket (uncommon ingredients and unique flavour) and True is because Jagger considers itself asgenuineandauthenticbondbetweenfriends.ThecampaignhasalsobeenshownontheFacebookpageinordertoconnectwithconsumersandeducatethemabouttherealmeaningoftheliquor.

HOSPITALITYDIRECTORYhttp://www.hospitalitydirectory.com.au/industry-news/12496-australian-bars-in-world-s-top-50/

AustralianbarsinWorld’sTop50byLeonGettler,October7th2016Australianbarsarerightinthereonthelistofthepeer-judgedWorld’s50BestBarslisthandedoutinLondon this week. Australia has three bars in theWorld’s Top 50 and is ranked as the third bestcountryforcocktails.Thatsaid,Australianbarsareslippingdowntheorder,slippingoutofthetop10.Sydney’sBaxterInnwasranked6thlastyear,comingjustbehindthreedrinkingholesinLondonandtwoinNewYork.ItwasquiteanachievementforanAustralianbar,scoringthehighesteverranking(alongwithSydney’sBayswaterBrasseriein2009).Butthisyear,itwasranked12th.Melbourne’sBlackPearl,rankedin10thspotin2015,hasnowslippeddown22ndspot.Comingin3rdinthetop50wasSydney’sBulletinPlace.It’sbeenrankednumber46.Then there were those outside the top 50: Melbourne's Eau de Vie (No. 90) and Sydney's LoboPlantation(95).Ithasnothingtodowithlockoutlawsorchangingdemographics.It’sjustaboutthecompetitionandmaybejusta lackoffresh ideas.HamishSmith,editoroftheWorld's50BestBarsmagazine,DrinksInternational,says theAustraliansare stillmatching itwith thebest in theworld.Theproblem,hesays, istheyhaven’tmovedwiththetimes.Still,hethinkstheAustraliansceneispromising."Therearetwoacademyfavouritesinthelist,theBaxterInnandtheBlackPearl,thatarealmostclassicbarsnow,people love them,’’Smith toldgoodfood.com.au.“Wehaven't seenanewwaveofAustralianbars coming through.Butyouknow there'salwaysnextyear. "TheAustralian scene is vibrant… it'sdoingwellandI'msuretherearemorebarstocome."Sowhat’srankedasthebestbarintheworld?It’sNewYork’sDearRabbit.It’sbeenalongtimecoming.Itwasrankedsecondtwiceandfifthonce.

OuzoCocktails«SheKnows»DrinksBlog

http://www.sheknows.com/food-and-recipes/articles/826697/ouzo-cocktails

byDianaDeCiccoGoGreekwithOuzo!

CommentNow!Ifyouarelookingforauniqueanddifferenttypeofcocktail,turntoouzo,apopularGreekspirit.Itisflavoredlikeanisesoifyouenjoysambucaorabsinthethenyouwillloveouzo.Tryitstraightuporinafuncocktail.

WhatisouzoOuzoisGreece'snationaldrinkandisonlymadeinGreece.Thisliquorhasitsbasewithgrapesandisthenmixedwithherbsandspices,especiallyanise(whichtasteslikelicorice).Ouzoistypicallyserved


as anapertifwithGreekappetizers (mezedes) likeoctopus, fried cheese,or a varietyofmeatballs,amongmanyotherdishes.

HowtoserveThemostclassicwaytoserveouzoismixedwithwater,whichwillmakeitturnamilkywhite.Youcanthensip itandenjoy itwithsomemezedes.Oryoucanmixouzoincocktails(recipesbelow).Somegood flavors to mix ouzo with are citrus juices, cranberry juice, banana, and mint. Try someexperimentation,justrememberthatouzohasaverystronglicoriceflavor,sopairflavorsaccordingly.

ChoosingOuzoThe selection of ouzo at your local grocery storemay not be large so there may not be manyoptions.However if therearea fewdifferentouzobrands tochoose from, thenyoushouldcheck thebottleforplaceoforigin.BecauseGreeceistheonlyproducer of ouzo, what you are looking for is thespecific area, (town, island) where it comes from.MostGreekssaythattheislandofLesvosisthebestplace for ouzo. So if you can find an ouzo brandproducedontheislandthatshouldbeyourchoice.Otherwise, your price point is a good way todeterminewhatisbestforyou.Ifyouwanttofind

yourfavorite,gotoaGreekrestaurantandsampleafewbrandstodetermineyourfavorite.OuzoCherryTwisterMakes1cocktail• 1ounceouzo• 1ouncevodka• 2ouncescherryjuice• 2maraschinocherriesforgarnishDirections• Shakeouzowithvodkaandcherryjuiceoverice.• Strainintoarocksglass;garnishwithcherries.OuzoSunriseMakes1cocktail◦ 11/2ouncesvodka◦ 1/4ounceouzo◦ 1ounceorangejuice◦ dashsugar◦ 3/4ouncesseltzerwater◦ orangesliceforgarnishDirections1 Shakevodkawithouzo,orangejuice,sugar,andiceuntilsugarisdissolved.2 Strainmixtureintotallglassandtopwithseltzerwaterthengarnishwithorangeslice.TropicalDreamMakes1cocktailIngredients◦ 1/2ouncebananaflavoredrum◦ 1/2ouncecoconutrum◦ 1/2ounceouzo◦ 1/3ouncebluecuracao◦ 2cherriesforgarnishDirections1 Shakebothrums,ouzo,andice.Strainmixtureintoacocktailglassthentopwithbluecuracaoandgarnishwithcherries.TKOShooter1/3oz.tequila1/3oz.Kahlua


1/3oz.ouzoServeinashotglass.TwisterShooter1/3oz.ouzo1/3oz.vodka1/3oz.cherrybrandyServeinashotglass.VulcanMindProbeShooter1oz.ouzo1oz.rumServeinaponyglass.GreekRevolutionShooter1/3oz.ouzo1/3oz.grenadine1/3oz.gallianoServeinashotglass.GreekTiger1partouzo4partsorangejuicePut 4 ice cubes in a shaker, shake and strain into an old-fashioned glass. Add a squeeze of lime,garnishwithatwistoflimepeel.GreekDoctor1oz.ouzo1oz.vodka1/2oz.lemonjuice1oz.orangejuiceShakewith4icecubes,strainintoanold-fashionedglass,andgarnishwithasliceoforange.GreekMatterScatter1/2oz.ouzo1/2oz.whitecremedecacao1/3oz.coconutrumShakewithiceandpourintoarockglassorold-fashionedglassJellyBean1oz.ouzodashofaredorbluecordial(raspberry,bluecuracao)lemonadePourouzoandcordialintoahighballglasswithice,topoffwithlemonade.Aneurysm#1(Shooter)BlackHausBlackberrySchnapps,OuzoBallBanger(Cocktail)OrangeJuice,OuzoBlackCat#1(Shooter)Brandy,Kahlua,OuzoBlurricane(Shooter)BlueCuracao,Goldschlager,Jagermeister,Ouzo,RumpleMinze,WildTurkey80ProofBourbonBreastmilk(Cocktail)Lemonade,OuzoCamelPiss(Cocktail)BacardiDarkRum,Beer,MountainDew,Ouzo,Tequila


DragonBreath(Cocktail)Jagermeister,Ouzo,VodkaEhBomb(Shooter)CremedeMenthe,IrishCream,Ouzo,TequilaFatStinkyWife(Shooter)151ProofRum,Ouzo,RumpleMinzeFireball#2(Cocktail)Kahlua,OuzoFlammingBitch(Shooter)BlackberryBrandy,Ouzo,PeppermintSchnappsGreekBuck(Cocktail)Brandy,GingerAle,LemonJuice,OuzoLicoriceSunrise(Cocktail)Grenadine,OrangeJuice,Ouzo,TequilaPitBullOnHardCrack(Shooter)151ProofRum,Jagermeister,Ouzo,TequilaRollMeOverAndTakeMeHome(Cocktail)JackDaniel'sWhiskey,Ouzo,SouthernComfortRudeWinglessPigeon(Cocktail)Egg,Gin,OrangeJuice,Ouzo,PeachSchnapps,PineappleJuice,VodkaSurfCityLifesaver(Cocktail)Gin,GrandMarnier,IceCream,OuzoT.K.O.#1(Shooter)Kahlua,Ouzo,TequilaTechnicalKnockOut(Shooter)Kahlua,Ouzo,TequilaTheDirtyGreek(Cocktail)CocaCola,OuzoVolcano#1(Shooter)Kahlua,Ouzo,WhiteRumVulcanDeathGrip(Shooter)Bacardi151ProofRum,OuzoVulcanMindMeld(Shooter)Bacardi151ProofRum,OuzoVulcanMindProbe#1(Shooter)Bacardi151ProofRum,Ouzo,WildTurkey80ProofBourbon

GreekstoastEU'srulingonouzohttp://www.theage.com.au/articles/2006/10/25/1161749195220.html

October25,2006-11:39PM©2006Reuters,ClickforRestrictionsGreecesaid ithadwontherighttocall itstrademarkanise-flavouredaperitifouzoasanexclusivelyGreek product after negotiationswith the EuropeanUnion. The country's AgricultureMinistry saidseveralalcoholicdrinksmadefromgrapesorraisins, includingouzo,hadbeengrantedgeographicalprotection by the EU. The EU has previously granted brand protection to other drinks and foodproductssuchasCognacandChampagnefromFranceandItaly'sGorgonzolaandParmesancheeses."TheministersucceededafterdifficultnegotiationstoregistertheGreekdrinksofouzo,tsipouroandtsikoudia as geographically protected," it said in a statement following an EU agricultureministersmeetinginLuxemburg.Tsipouro and tsikoudia, are also strong, clear spirits made in Greece. "This means that nobodyoutside Greece canmake ouzo and call it that," aministry official told Reuters. "Only Greece canmakeouzoanduse thename."Theofficial saidGreecehasalsogranted fellowEUmemberCyprustherighttomakeouzowhenitjoinedin2004.Cyprusisdividedalongethniclinessince1974anditsGreek-Cypriotgovernmentistheonlyonerecognisedinternationally.

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