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Lockdowns and restrictions are fast becoming all but a distant memory for Victorians and it’s reassuring to see consumers returning to their local clubs with great enthusiasm. But it’s not only beer and wine they’re reaching for as they pull up a bar stool – non-alcoholic beverages are also enjoying the spotlight, prompting club operators to rethink their product offerings.
When it comes to unlocking the growth potential of non-alcoholic beverages in your club, there are a few key trends that are worth bearing in mind. The most significant of these is Australians’ increasing focus on health and nutrition. This is having a strong influence over their beverage of choice, with consumers taking advantage of the explosion of diet and no-sugar beverage options across categories like soft drinks, energy, and mixers.
Looking closely at cola, which continues to be the number one mixer within on-premise, the statistics speak for themselves. Diet and no-sugar colas are the major driver of growth in the cola category, evidenced by the performance of Coke No Sugar which has increased by 15% vs. YA, delivering 91% of total category growth. In addition, venues that activated Coca-Cola post-mix promotions during key selling weeks across 2021 – which mostly focused on Coca-Cola No Sugar – saw on average, a sales uplift of 9% vs. outlets that did not activate. This is compelling data that should give confidence to venues that are considering dual-ranging both regular and no-sugar offerings to maximise sales.
Another segment of the non-alcoholic beverage category that is benefitting from Australia’s obsession with health and wellness is sparkling water, which has increased value gain by 84% in the last year alone. Driven by the increasing popularity of flavoured variants like lemon, lime, mango, and raspberry, sparkling water is the fastest growing water category and is well-placed to recruit new patrons, particularly those who have previously purchased flavoured soft drinks and are seeking a healthier alternative. Coca-Cola Europacific Partners offers a plethora of plain and flavoured sparkling water products in glass, recycled PET bottles, and cans that can help your club capitalise on this category growth.
Finally, we are seeing an influx of consumers opting for more premium mixers to accompany their alcoholic beverage of choice. This is supported by grocery channel insights which indicate that traditional mixers are expected to grow at 2.1% and deliver 2.7% to the total beverage growth, with retail sales value peaking during festive periods, like Easter and Christmas. Premiumisation on-premise is also evident with consumers more frequently choosing glass mixers, along with the continuing popularity of, lemon lime and bitters. Classics such as lemonade, lemon and orange flavour soft drinks are not to be overlooked, however, as these continue to dominate the flavours category and are responsible for driving 75% of the category growth.
Coca-Cola Europacific Partners has one of the largest no-sugar offerings across cola, energy, and flavour and several premium sparkling water brands. To find out more details on our product portfolio and how we can support your business to grow, reach out to your Coca-Cola Europacific Partners representative or call our National Sales Centre on 13 COKE (13 2653). You can also visit our website: www.mycca.com.au
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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
