Does a team’s sponsor influence Aussie rules fans’ tipple tastes?

And considering that 14 of AFL’s 18 teams are sponsored by an alcohol brand or retailer, the results make for fascinating reading, according to Roy Morgan Research, which compiled the figures.  

In the year to June 2014, supporters of most AFL teams—with the exception of Greater Western Sydney, Western Bulldogs and Port Adelaide—were more likely than the average Australian adult to have drunk alcohol in an average four weeks.

Lions’ share​

Distinguishing themselves as the AFL’s most avid rum and beer drinkers are supporters of the Brisbane Lions. Not only are they 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 or imported beer and 46% more likely to drink non-premium, non-imported beer in the same period. Incidentally, the Lions are sponsored by beer brand Carlton Draught.

Meanwhile, Sydney Swans fans are almost as likely as Lions supporters to drink beer in an average four weeks, and the 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.

Less cider in the Esky​

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.

“The AFL Grand Final is one of the key events in the Australian sporting calendar, and a huge social occasion for many footy fans who get together with friends and family to watch the match over a few drinks and snacks​,” said Angela Smith of Roy Morgan Research.

“As our data reveals, some teams’ supporters are more likely to drink certain types of beverage than other teams’ supporters, and occasionally their alcohol preferences even coincide with their team’s sponsors.

“For example, Tyrell’s Wine is an ideal sponsor for Melbourne Demons, whose fans are more likely than any others to drink wine in an average four weeks. In fact, of all AFL supporters, Demons fans are the most likely to have consumed any alcohol in an average four-week period, along with St Kilda Saints fans​. 

“Yet the Saints do not have any alcohol sponsors. Could this be an opportunity for a canny booze brand in the market for an AFL team to partner with?​”

Of course, demographics play more of a role in a person’s drinking habits than their footy allegiances, and for this reason, it’s no surprise that Carlton Draught is one of the AFL’s overall major partners. 

“Not only do men outnumber women by about three to one in terms of beer drinking in any given four weeks, but most teams’ fan bases are comprised of more men than women,” Smith added.