Whisky is finding favour with younger drinkers in Australia, with the number of 25 to 34-year-old spirit drinkers more than doubling since 2006, according to new research.
Australians consumed almost 19 million glasses of whisky in an average four weeks, researchers at Roy Morgan announced, three million more than in 2009.
While an increase in total drinkers has kept consumption per person steady, the demographic has shifted, with the proportion of 25 to 34 year olds imbibing in a Scotch or Irish lifting from 8.6 per cent in 2006 to 13 per cent in September, 2013.
COOPERS GAINING GROUND IN VICTORIA
SYDNEY, Jan 24 AAP - Australia's biggest little brewer, South Australian-based Coopers, is finding favour in Victoria.
Victoria recorded the biggest increase in half year sales for Coopers in the second half of 2013, up 15.4 per cent.
Coopers has been growing at almost 10 per cent a year for the past 20 years and holds about 4.5 per cent of Australia's beer market.
South Australia and New South Wales remain its biggest markets.
The brewer sold a record 72 million litres of beer in 2013.
Coopers will face increased competition this year with the return of Coca Cola-Amatil to the local beer market.