David Boon, the legendary Australian cricketer, may be best remembered not for his exploits on the field, but for an extraordinary feat of beer consumption. In 1989, Boon reportedly drank 55 beers on a flight from Sydney to London, an act cheered on by his teammates and tolerated by more lenient airline staff of the era. Though coherent upon landing, Boon was understandably not ready to open the batting.
Such stories of excess have become historical curiosities, as drinking habits across Australia—and much of the Western world—have undergone a dramatic transformation. In 1989, Australians consumed an average of nine litres of beer-based alcohol per person annually. That figure has since dropped to just three litres.
Health consciousness, stricter regulations on drinking and driving, and a cultural shift away from binge drinking have all contributed to the decline. The downward trend has been mirrored in the United States, where per capita beer consumption has fallen by approximately 20% over the past five years, a decline hastened by the COVID-19 pandemic.
Even Germany, long associated with beer culture through its famed Oktoberfest, has seen waning participation. The festival, known for its traditional beer halls and oversized steins, has suffered a sharp drop in attendance in recent years.
In contrast, beer consumption is on the rise in parts of Asia, where economic growth and evolving social norms are fueling demand. Vietnam, in particular, has become emblematic of the region’s growing beer culture. Ho Chi Minh City is increasingly celebrated as Southeast Asia’s “happy hour capital,” and Vietnam now ranks among the world’s most dynamic beer markets.
As Western markets grow increasingly sober, the global beer industry is looking East for its next wave of growth.
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