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Non-alcohol beer (NAB) soars in popularity.
Non-alcohol beer is booming in Australia and achieved a major milestone recently when it surpassed 1% of total beer volume for the first time. While this may not sound like a lot, it’s worth tens of millions of dollars a year. With predictions that non-alcohol beer will more than double in size over the next three years, it is a sizeable prize for the industry.
What’s driving NAB’s growth?
1. Long term trends towards moderation and abstinence from alcohol
According to Drinkwise, over a 10-year period to 2017, ‘daily drinker’ numbers declined to 6% of Australian adults, and ‘weekly drinker’ numbers declined to 37%, while ‘moderators’ (no more than two standard drinks) rose to 63%, and ‘abstainers’ rose to 20% of all adults. Australian Bureau of Statistics data shows alcohol consumption is in consistent long-term decline, driven by a steady reduction in the amount of alcohol consumed through beer. This is part of the wider moderation trend and presents a great opportunity for clubs looking to meet evolving consumer demands.
2. Big Brand are now in the game
Asahi Beverages has the leading range of non-alcohol brands in Australia. Their portfolio includes Great Northern Zero, Carlton Zero and Peroni Libera, which when combined comprise well over half the non-alcohol beer market in Australia. They have proven popular because they give beer lovers the same great taste as the regular version of the beer while allowing them to moderate their alcohol consumption. While it is expected that more brands will enter the zero-alcohol marketplace, it’s anticipated that those with the strongest brand equity will continue to have the largest share of sales and growth.
Why NAB is important for clubs
As the long-term trend of reduced alcohol consumption continues and Australians increasingly moderate their drinking, non-alcohol beer has an important role to play for clubs. By providing consumers with the option of a desirable non-alcohol beer, clubs can help ensure their customers can enjoy a beer with their friends and family in those important and everyday occasions, even when they are moderating their alcohol consumption or abstaining all together. This in turn helps a large and growing consumer base stay connected with their club and social networks.
CUB’s recommendation for clubs
Start with a focused range of two or three products, attempting to build in breadth of beer preference coverage to cater for everyone who enjoys a beer. Looking at the leading NAB brands above, we see these align with the Contemporary/Easy Drinking, International and Classic segments in beer, which is a good set to consider for your venue.
Sources: IRI Aztec AU Liquor Weighted MAT Volumes to 6-3-22 vs PY. Drinkwise: Australian Drinking Habits: 2007 vs 2017. ABS: Alcohol consumption, 2020-21 financial year.
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In FY25, Victorian Keno players enjoyed almost 10 million wins worth more than $131.9 million.
For many club patrons across Victoria, FY25 was a year to remember – all thanks to a life-changing Keno win.
Victorian players had a standout year, tallying over 9.9 million Keno wins collectively worth than $131.9 million in prize money.
In FY25, Keno players across the eastern states of mainland Australia celebrated more than 76 million wins collectively worth more than $1.2 billion.
During this time, Keno crowned 20 millionaires and multi-millionaires who together took home more than $57.9 million. Two of these major jackpot winners were from Victoria.
Laverton woman thanks ‘manifestation magic’ for Keno win
A Laverton woman shared she was left thanking the universe after she scored a $60,000 Keno Classic 8 Spot prize at Club Laverton in the weeks leading up to last Christmas.
“It was a big surprise! Especially coming up to Christmas, it’s perfect!” she cheered.
“Do you want to hear something really funny? I just wrote in my diary the day before winning, ‘Thank you, universe, for my Keno 8 Spot win’. Then it really came true!
“I’m a firm believer in the law of attraction and manifestation, and I love affirmations!
“It was awesome seeing all eight numbers pop up on the screen.
“I’ve had a few wins in Keno over the years. It’s like the stars align for me when I play - it’s my thing!”
Club Laverton manager Gus Alimovski said the team happily shared in the excitement with their major Keno winner.
“What an incredible win for our patron! It’s always great hearing these winning stories, and now we have another one to share with our patrons,” he said.
“We’re thrilled for our customer, and we hope to see more Keno winners in our venue soon.”
All eyes on a winning FY26
Keno’s National Partner Manager Luke Harrison said he couldn’t wait to see which Victorian clubs welcomed the next big Keno winners.
“Last financial year, players at Victorian clubs celebrated some impressive victories,” he said.
“A key highlight has been the growing popularity of Keno’s Bonus and Replay features among club patrons. This trend reflects how venues are successfully connecting with their customers, sharing updates on jackpot increases, promotional offers, and game enhancements.
“When players opt into Keno Bonus, they unlock the chance to multiply their winnings by up to ten times, while the Replay option adds another layer of excitement.
“Many players are still unaware of these features, making it vital for staff to start conversations and educate them on the full range of Keno possibilities!”
Mr Harrison said the solid Keno performance at Victorian clubs last financial year laid a strong foundation for continued success in FY26.
“Clubs across Victoria are embracing fresh approaches to elevate the customer experience, and Keno’s rising popularity is playing a key role in that journey,” he said.
“There’s also a wide array of Keno resources available to clubs, from eye-catching point-of-sale materials to engaging promotions, all designed to keep the game front and centre.
“As the new financial year unfolds, Keno is looking forward to celebrating more big wins for Victorian club patrons, and more success stories for the clubs that host them.”
Contact your Business Development Manager to find out how Keno can best support your club in FY26.
Visit Keno Connect for more information on maximising Keno in your club - www.kenoconnect.com.au
