The Australian Trade and Investment Commission (Austrade) will coordinate the first international promotion of Australia’s premium no-alcohol beverages at an exclusive-invitation only event in the Malaysian capital, Kuala Lumpur, today.
Some of Australia’s leading “low and no” alcohol beer, wine and spirit producers will present their quality products at a “Sober Par-Tea”.
Specially curated drinks and mixers will be available for tasting by Malaysia’s beverage importers, distributors, and representatives of the HORECA sector.
The zero and low-alcohol segments have experienced strong growth in recent years as consumers look for a similar taste experience to traditional drinks but without the alcohol content.
Australian businesses are at the forefront of innovation in non-alcoholic beverages segment. The beer and cider categories are the most popular.
Along with Singapore, Malaysia represents a key market for Australian food and beverages in Southeast Asia. Australia’s reputation for high-quality, clean and green products is well-known and appreciated by Malaysian consumers. Demand for innovative, high-quality products is high.
Melanie Harris, Trade and Investment Commissioner, Kuala Lumpur, says the event had received strong support from Australian brands. Importantly, local importers are also acutely aware there is increasing demand among consumers.
‘There is a need to get ahead of the growth to position new and innovative products in the market,’ says Harris.
‘Despite our high-quality products, good branding and positive reputation in the market, we are not without competitors. This event serves to provide a platform to launch a line of new beverage products in Malaysia and other Southeast Asian markets.’
Burleigh-based Sobah Beverages has experienced strong growth in recent years.
First Nations-owned and a speciality craft brewer, Sobah uses native Australian ingredients such as Finger Lime, Pepper Berry and Davidson plum to create unique high-quality non-alcoholic beverages.
‘We are immensely proud of the quality and integrity we bring to our non-alcoholic beers and our commitment to enhancing and championing First Nations culture,’ says Luke Cooper, Head Brewer for Sobah Beverages.
‘Our beers have been really well-received in the Australian market as there is no difference in the brewing process, but we found a yeast that allows production at non-alcoholic levels.
‘The opportunity to work with Australian native ingredients, innovate and market new and exciting flavours to overseas consumers is really exciting,’ he says.
Brunswick Aces is based in Melbourne and is the team behind Australia’s first zero-alcohol gin. It has a full-service bar with every drink on the menu available in non-alcoholic options.
According to IWSR drinks market analysis, volumes of no-alcohol beer/cider, wines, spirits and ready-to-drink (RTDs) increased by approximately 60% in the Australian market in 2022.