Recent Australian data on liquor demand fuels the debate about the structural and cyclical factors. Per capita liquor consumption fell 6% between FY23 and FY24 and we see another -6% for FY25. This sounds sobering. However, the industry is still coming down from its COVID-19 binge and sustaining the long-term structural decline seen over the past 20 years. The silver lining is the magnitude of the decline in liquor markets is likely to ease. Beer volumes have turned positive on-premise. We expect retail liquor to return to growth in the December 2025 quarter. The real opportunity in the liquor industry is to tap into the trend towards premiumisation and RTDs, where Endeavour and Coles both under-index.

Endeavour Group reported 3Q25 sales down 1.7%. The Retail division shrank further, while Hotels had a good quarter. The good news for the company and shareholders is the decline in retail sales should now be over. We forecast Retail comp growth of 2.1% for 4Q25e and 3.0% for FY26e. Hotels should see stronger growth, but investors should factor in an earnings dip associated with cashless gaming in Victoria from the end of 2025.

Endeavour reported 1H25 EBIT down 10% with a poor result in the Retail segment the primary driver. Higher transition costs to its new systems, distribution centre strikes and weak liquor industry sales all contributed to the challenging half. However, these issues are transitory. We expect another soft result in 2H25e given One Endeavour costs and wage inflation. However, we can see an inflection point emerging. Earnings should recover as industry-wide sales improve and cost savings flow through.

We have produced a chart pack with category forecasts for the Australian liquor industry reset (see PDF report). This liquor outlook provides two insights – 1) The weakness in sales is more a function of the COVID-19 spike in demand than a structural concern. 2) The recalibration of liquor demand differs across categories, with wine and RTDs likely to see better demand from affordability and drinking preference. The data includes actual consumption trends for Australian households to the end of FY23.