Whiskey inflation in Australia stood at -2.870% in April 2023, according to GlobalData’s report on the prices of stock keeping units (SKUs) supplied through online retailers. In Q4 2023, GlobalData monitored the pricing of 461 whiskey SKUs from companies such as Jack Daniel’s, Johnnie Walker and Wild Turkey that were sold by e-retailers. Buy the report here.
Pricing is crucial, especially in a challenging economic climate, as competitive pricing and price leadership impact consumers’ choices. GlobalData’s pricing analysis reveals that Dan Murphys offered lowest prices of the total SKUs within the whiskey category from October through December 2023, followed by Copper And Oak and Coles. According to the analysis, the price range of $50 and $100 was the most competitive, with 190 SKUs.
The chart below illustrates price leadership among the covered retailers which offer the highest number of low-priced products in the category. Of all retailers, Dan Murphys had greatest share of lowest prices for individual SKUs in whiskey in Australia in Q4 2023.
Analysis of the quarterly price data showed that no discounts were offered for whiskey category by the retailers tracked by GlobalData. Among variants, the tracker revealed 40% alcohol; irish and 40% alcohol; kentucky straight bourbon as the most popular (by number of SKUs) whiskey variants. These were priced 53.07% lower than the average price of a whiskey SKU.
Among the e-retailers tracked by GlobalData, the leading ones, based on the number of SKUs, were Dan Murphys, Copper And Oak, Coles, ALDI-Australia and . According to the analysis, ALDI-Australia had the lowest average unit price, while the retailer with the widest product assortment was Dan Murphys.
The report brings attention to the intricate pricing dynamics within the whiskey market, examining both the SKU and retailer levels, and offering invaluable insights for stakeholders. Notably, Dan Murphys, Copper And Oak and Coles stood out as prominent e-retailers, providing competitive pricing for a substantial number of whiskey SKUs. However, to comprehensively grasp whiskey market in Australia, continuous tracking of SKU pricing over time is necessary.
For a more detailed analysis of pricing trends in the Australia whiskey market, buy the report here.