Asahi Group: Australia beer sales distribution by type 2023

Contemporary beer accounted for over half of Asahi Group's beer sales in Australia in 2023. In comparison, craft beer represented just shy of 10 percent of beer sold by the group in the country that year. Headquartered in Tokyo, Asahi Group is a Japanese alcoholic and non-alcoholic beverages conglomerate with extensive interests across Japan, Europe, Oceania, and Southeast Asia. Asahi Beverages is the Oceanian subsidiary of Asahi Group, with Carlton & United Breweries (CUB), Asahi Lifestyle Beverages Australia, and Asahi Beverages New Zealand included under its umbrella. 

Which companies are brewing Australia’s beer?

Asahi boasts the strongest presence in the Australian beer scene, holding the largest share of the country’s beer market as of 2024, followed by rival Japanese beverage holding company Kirin, owner of Australasian brewing company Lion. These major players continue to shape the industry’s dynamics, distributing several popular brews from their portfolios, including Carlton, VB, Great Northern, Tooheys, and XXXX, as well as various imported beers such as Heineken and Corona. Coopers, the largest Australian-owned brewery, as well as independent breweries, also experience success but struggle to stand out among the mainstream brands and imported brews.

Is Australia’s craft scene keeping its head above mainstream beer?

While large corporations dominate the market, Australia is home to a vibrant independent brewing landscape populated with craft breweries offering unique pints stretching beyond mainstream products in various flavors and styles from full-strength to non-alcoholic and zero-carb alternatives. As of September 2024, almost 390 independent breweries were operating across Australia, with New South Wales leading with over 100 locations. 

Nonetheless, the country’s once rapidly expanding craft brewing landscape has hit hard times, with inflation, high excise rates, and rising production costs, leading some breweries to close their doors or enter voluntary administration. The popularity and attitudes towards craft beer do not appear to be the issue, with Australians appreciating the quality and variety offered. As with several budding industries, increased competition through supermarket duplicates, mainstream brands catching on and purchasing craft companies, and more independent entrants alongside economic conditions, have placed the independent craft scene into a rut.