In somewhat shameful and very un-Australian news, new research shows our national drinking habits are on a gradual decline.
Australians, typically known for our love of a bevvie or five every now and again, are drinking less than we were five years ago.
A recent Roy Morgan report revealed in an average four week period, 67.9 per cent of the Australian population 18 and over consume at least one type of alcoholic drink.
This shows a gradual decline over the last five years from 70.1 per cent recorded in 2013.
All major categories of alcoholic drinks showed declines in incidence over this period, apart from cider which increased.
While this news might be good for the livers of Aussies across the country, it’s not so good for alcohol companies.
Alcohol brands in Australia spend an estimated $125 million a year on alcohol advertising on direct television, radio, outdoor, and print media alone, according to the Alcohol Advertising Review Board.