Reserach Reveals Drinking Habits of AFL Supporters

Research Reveals Drinking Habits of AFL Supporters

Which AFL team’s supporters are more likely to drink which kind of alcohol?

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As the Swans and Hawks prepare to do battle for the 2014 AFL Premiership on Saturday, footy fans far and wide will be planning their Grand Finals celebrations.

More than a third (35%) of Australians 18+ watch the AFL Grand Final on TV, with many getting together with friends and family for the occasion. What better excuse to stoke up the BBQ and enjoy a social drink? But what do AFL supporters like to drink?

Distinguishing themselves as the AFL’s most avid rum and beer drinkers are supporters of the Brisbane Lions. Not only are they a hefty one-and-a-half times more likely than the average Aussie to drink rum in an average four weeks, but they’re also 29% more likely to drink premium/imported beer and 46% more likely to drink non-premium/imported beer in the same period. Incidentally, the Lions are sponsored by beer brand Carlton Draught.

Which AFL team’s supporters are more likely to drink which kind of alcohol?

Source: Roy Morgan Single Source (Australia), July 2013 – June 2014 (n=18,133).
Source: Roy Morgan Single Source (Australia), July 2013 – June 2014 (n=18,133).

Meanwhile, Sydney Swans fans are almost as likely as Lions supporters to drink beer in an average four weeks, and most likely of all teams’ supporters to drink liqueur. While not sponsored by a beer or liqueur brand, the Swans do count liquor retailer Cellarbrations among their sponsors.

With a taste for the good stuff, Hawthorn supporters are 55% more likely than the average Aussie (and other teams’ fans) to drink premium beer in an average four weeks.

When it comes to wine, Melbourne Demons fans lead the league: in any given four weeks, they are 76% more likely than the average Aussie to drink red wine, 56% more likely to have drunk white wine, and 92% to have drunk champagne/sparkling wine. No doubt the team’s sponsor Tyrell’s Wines would be pleased to hear this.

While cider may be experiencing a boom among Australian drinkers right now, supporters of most AFL teams come in below average for this particular beverage. However, fans of the Adelaide Crows stand out for being 57% more likely than the average Aussie to drink cider in a four-week period. Three of the Crows’ numerous corporate partners are alcohol brands (more than any other team) but none of them produce cider.

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