Aussies’ opinion of beer is changing, with new research finding that more of us have a better understanding of what’s in the much-loved amber drop.
With 87% of Aussies unsure about what went into beer, and 73% wanting more information on the beers they drink, in 2015 Lion served up the beautiful truth about beer by adding nutrition information panels (NIPs) to bottles and cartons of its wholly-owned Australian beer portfolio, which included 887 million bottles (an Australian first) and launched the Beer the Beautiful Truth campaign.
Close to 18 months later, there are noticeable shifts in perceptions of Australians’ favourite alcohol, which Lion believes has been influenced by the ‘Beer the Beautiful Truth’ campaign and the introduction of NIPs. Armed with the facts, Aussies have started to shift their attitudes, with Lion’s new research finding that almost 40% of people believe that NIPs have helped them make more informed choices when it comes to choosing alcohol.
The research also found that, compared to 2016, more people believe that beer is actually lower in sugars per serve (up 8%) than they thought previously; more Aussies also believe beer is lower in carbohydrates and calories per serve (both up 6%) than they previously thought and fewer people mistakenly think that all beer contains preservatives (down 8%).
Tanya Marler, Marketing Director for Category, Innovation and Communication at Lion says: “The whole point of this campaign has been to give people the facts about beer so they are able to make informed choices. By de-bunking some of the misconceptions around beer, it has enabled us to continue spreading awareness of the campaign and to help create a more vibrant beer culture in Australia. We’ve only just started and there is scope to continue the campaign further.”
“In fact, the success of the campaign so far here in Australia has translated to the launch and roll out of Beer the Beautiful Truth in the New Zealand market, where NIPs will also be added to all Lion wholly-owned beers, to continue Lion’s journey of providing everybody with the beautiful truth about beer,” said Marler.
Dr. Sam Hay, a Sydney General Practitioner and former doctor in the Australian Army, believes the campaign has been positive: “It’s encouraging to see that Australians are interested to know what’s in the alcohol they consume, that reflects a longer term trend that started with food and soft drinks.
“Of course, it is not only the sugars or the preservatives people should be aware of; alcohol should only be consumed in moderation and as part of balanced and healthy diet. Combining moderation with nutritional awareness is the key to enjoying beer, or any other alcohol, for that matter,” said Dr. Sam.
Despite the positive shifts in perception, the new research found that one in three Australians still think beer is the most fattening alcohol.
“It’s very encouraging to see such positive shifts but we have only just scratched the surface with helping Aussies really understand what goes into beer. When it comes to calories for example, it’s actually the alcohol concentration that determines the calories,” said Marler.
The Beer the Beautiful Truth is moving into a new phase of activity, which will focus on beer with food and different beer styles. This will include partnerships with various food festivals across Australia, whilst continuing to provide information on what’s actually in beer.