Research released by Nielsen has revealed that beer sales in Australia recorded volume declines for the eight consecutive month in August 2010. The data indicates that volume sales of Foster's Victoria Bitter fell by 15.4%. The company's premium low-calorie beer Pure Blonde fared even worse, with its volumes dropping closer to 20%. Similarly, Lion Nathan's Tooheys brand was down 16.2%, while its Boag's and 4X lines fell by 8.1% and 4.2% respectively. The declines were attributed to the cooler weather, as well as consumers moving from traditional to boutique brands; these are typically offered in smaller bottles, contributing to lower volume sales. This shift is said to be due to consumers adopting a more quality-driven approach when selecting alcoholic beverages and the growing appeal of craft beers that offer new flavours, styles and recipes.
