Brand Map Australia: What homegrown beer brands win the hearts of consumers?

Run the numbers and you’ll quickly find that beer preference in Australia is about much more than taste. Our recent Brand Map survey of over 3,000 Australians reveals that what people drink is closely tied to where they’re from, how old they are and what they grew up with. Whether you're a legacy brand looking to hold your ground, or a challenger trying to break through, here are five things marketers can learn from regional preferences of beer in Australia.

1. Beer loyalty is intensely local, and proudly state-driven

State pride doesn’t stop at footy! While national leaders like Corona and Great Northern appear at the top overall, the real loyalty lies in regional favourite. Local beer preferences spike consistently higher than the national average for each state:

• In QLD, the local XXXX (10%) stays close to heart, while Great Northern (16%) comes out on top.
• In NSW, local beer Tooheys (7%) still punches above its weight, but the #1 state fave is Corona (11%), closely followed by Great Northern (10%).
• In Victoria, local legends VB (9%) and Carlton Draught (10%) rank highly, even though Corona (13%) is the fave.
• In SA, home state beer Coopers leads in preference at 14%.
• In WA, Corona was the top choice at 19%.

The top beer brands in each state over-index not just because of taste, but because they’ve embedded themselves in local identity through decades of smart positioning, sport sponsorships, and cultural alignment.

In Queensland, XXXX has been brewed since 1878 and is tightly woven into state pride, particularly through its long-standing partnership with the QLD Maroons. Great Northern, though newer, was designed specifically for Queensland’s outdoor lifestyle and has earned loyalty through fishing sponsorships and regional marketing.

In New South Wales, Tooheys’ deep-links to rugby league, mateship, and its near-ubiquity on tap thanks to Lion’s distribution network make it a default choice. And in Victoria, VB and Carlton Draught dominate through their entrenched connection to AFL, their working-class appeal, and a legacy of grassroots, heritage-driven advertising. These brands haven’t just sold beer. They’ve sold belonging.

🍻 The takeaway? Local dominant beer preference couldn’t be less about flavour. Campaigns that lean into regional storytelling, heritage, pride and rituals will go much further than a one-size-fits-all national message.

2. Older men have sore backs… from holding up the foundations of legacy beer brand loyalty

The data shows that it’s the male demographic underpinning Australia’s long-held loyalty to legacy brands. For these drinkers, beer isn’t just a product – it’s part of a familiar routine tied to sport, work, and community. And you’ll pry it from their cold, dead hands. Nationally, 50% of women said they do not drink beer.

🍻 The takeaway? Local dominant beer preference couldn’t be less about flavour. Campaigns that lean into regional storytelling, heritage, pride and rituals will go much further than a one-size-fits-all national message. If you’re marketing a heritage beer, find fresh ways to lean into what’s truly special about that history. Workplace knock-offs. Backyard barbecues. Pub footy nights. Some things never change, and nostalgic storytelling will always land with this audience. Also – if you’re a challenger brand, shifting the preference of this demographic even slightly will require a seriously out-of-the-box approach.

3. The strength of traditional beer brands varies by age and gender

Younger Australians (particularly 18 to 34-year-olds) are not identified in the data as key drivers of any specific beer brands. Broader trends suggest that more and more younger Australians are opting out of alcohol altogether.

Gender’s also a differentiator. At a national level, the most common response to our survey was “I don’t drink beer,” driven by female consumers and those aged 55+.

🍻 The takeaway? If you’re trying to reach younger or female drinkers, you may need to explore alternative strategies, from launching new product lines to building fresh associations through partnerships. For younger groups especially, there’s an opportunity space in non-alc beverages. Brands like Heaps Normal have used Tracksuit to secure unprecedented brand recognition in the space, and both legacy beer brands (Heineken) and challengers (Better Beer) are claiming territory with their own non-alc alternatives.

4. Corona, the beer that everyone can agree is “fine”, is the national leader

The most preferred beer in New South Wales & ACT, Victoria, and Western Australia also tops the charts nationally (12%). While it may not have the same deep heritage associations as state-based brands like XXXX or VB, Corona’s clearly resonating – especially with middle-aged drinkers.

What sets Corona apart is that it doesn't compete for dominance in local, knockoff, or footy-centric culture. You don’t see tradies poking lemon wedges into Coronas at the end of a hard day’s work – but that’s the point. Corona’s branding goes all-in on leisure, beach, and outdoor lifestyle. It’s a beer that signals relaxation – to be consumed on holidays. At a BBQ. By the water. By steering clear of occupied cultural spaces and avoiding narrative territory already claimed by VB, XXXX, or Tooheys, Corona has carved out a distinctive place as the national go-to beer for downtime.

🍻 The takeaway? Corona’s lead shows that global brands can win state-level battles by either picking them wisely, or not picking them at all. If you're widely liked, you can earn that deeper brand preference by finding a niche your audience cares about and occupying it with great storytelling.

5. If you’re crossing borders, don’t forget where you came from

Great Northern’s growing its footprint, landing in the top two in Queensland, NSW &, ACT and Victoria. It’s just a percentage behind Corona as the national fave (11% to Corona’s 12%).

But its deepest loyalty remains in Queensland – an origin story that could very well be what interstate consumers are finding so endearing. Having local pride on tap is one thing, but if you can get some of that in the can with your exported beer, you might be surprised at how well it goes down interstate (or even internationally).

🍻 The takeaway? If your brand is expanding, don’t ditch your roots. The power and influence of origin (local events, regional pride, familiar rituals) travels well, and your authenticity scales best when you take your story with you.

The big picture? Beer preference is culture, and culture is regional. Using brand tracking software like Tracksuit to learn the difference between “top of mind” and “top of heart” in each territory will help you sharpen your next move and cut through.