AUSTRALIA'S attitude to beer is changing, with more and more consumers asking the barman to pour them a boutique ale or cider, a new study has found.

As once-dominant brands like VB continue to lose ground in Australia's decaying beer market, private labels are flourishing - and will double their collective market share to 4 per cent over the next five years.

IBISWorld has revealed Australia's alcohol consumption market is growing and we're set to splash the cash to the tune of $30 billion in 2016/17.

That staggering 15 per cent growth has less to do with traditional pub beer-drinking and more to do with trendy micro-breweries and craft-ale houses.

VB has taken a 22 per cent hit in the last four years; it now boasts just a 17 per cent share of the beer market. The perception among younger drinkers is that it is a "bogan" beer you don't want to be seen drinking".

IBISWorld manager Karen Dobie said: "Traditional full-strength lagers such as VB, Carlton and Tooheys are losing market share in favour of cider and premium, imported, low-carbohydrate and craft beer segments."

Projections show the craft beer market will be worth $290 million within five years, an increase of $170 million.

Another ale for England

We've even overtaken the UK in terms of alcohol consumption, but the goalposts have drastically shifted on Australia's drinking identity.

Australians are drinking less and less beer altogether - with cold amber fluid accounting for less than half of the total alcohol consumption market.

But it's the breakdown within that 44 per cent of market-share that's most revealing - with people switching off big-name brands and picking up trendy labels like Fat Yak, James Squires and Stone and Wood.

Wine accounted for 37 per cent of alcohol consumption and spirits for 19 per cent, according to the survey.

"Craft beers have grown in popularity and there are now close to 120 micro-breweries in Australia," Ms Dobie added.

Major players to benefit from Australia's changing beer palate include Matilda Bay (Fat Yak, Bohemian, Redback - owned by Fosters) and the Malt Shovel (James Squire - owned by Lion Nathan), James Boag's and owned Little World Breweries (Little Creatures).

Paul Lyons, a senior analyst at IBISWorld, says people are "more inclined to buy out of curiosity" than ever before.

"Disposable incomes have increased over the last few years," he told news.com.au.

"We do know that your VBs and Carlton and beer consumption has fallen over the last 40 years so it should suggest younger people are driving the change towards boutique beers."

'As a matter of fact... I don't have it now'

Bars like Brisbane's Archive Beer Boutique have set up shop to exclusively cater for our changing tastes.

"I've seen people go from drinking whatever they used to drink beforehand, to drinking things like double India Pale Ale - really heavy beers with like 8 per cent with hops," said Isaac Zietek, general manager of Archive Beer Boutique in Brisbane.

Australian Brew News' editor Matthew Kirkegaard says people "growing a bit bored of beer", pointing to a decline in classic brands.

It comes as VB gears up for a $5 million summer campaign which educates customers on how to properly cool its beer in a bid to improve its image and customer complaints about the beer's taste.

Young female drinkers in particular are vocal about the beer's perceived shortcomings. "I have drunk it, but VB is basically seen as a bogan beer," said one. "You really wouldn't buy one unless you had to."

Another added: "You don't want to be seen drinking a VB."

Chris Fentiman, a 20-year-old bank consultant, made the switch from Carlton Draught to Swedish cider brand Rekorderlig after trying it while out with friends.

"It’s more refreshing than your average beer," he told news.com.au.

"With your Aussie beers I'm finding it's bland, and with the cider it's got more of a punch."