Australia’s Coffee Culture Faces an Afternoon Rethink as New Research Reveals a Surprising Blind Spot
Australia’s celebrated coffee culture may be world‑class in the morning, but new research* suggests it’s falling short when it comes to the afternoon ritual — and Melbourne, long considered the nation’s café capital, may be the city best placed to lead the shift.
A national study commissioned by Baileys has uncovered a growing appetite for later‑day coffee experiences, with 76% of Australians reporting an afternoon energy slump yet 70% struggling to find an open café when they need a pick‑me‑up most. In Victoria, the trend is even more pronounced: 40.6% of locals regularly drink coffee after 3PM, and nearly a third reach for it specifically to beat the slump.
The findings point to a cultural shift that mirrors European café traditions, where lingering over coffee well into the evening is part of daily life. According to the research, 57.7% of Victorians wish Australia embraced later hours and more social coffee experiences, while indulgent drinks are gaining traction, with 41.9% having tried coffee‑based cocktails.
Industry observers say the data highlights a clear opportunity for cafés and hospitality operators to rethink their approach. With 26% of Australians wanting more indulgent afternoon coffee options, operators could tap into a growing demand for social, flavour‑driven experiences beyond the morning rush.
To explore this emerging behaviour, Baileys has partnered with specialty roaster Toby’s Estate to launch the “Afternoon Flip”, a limited‑time activation transforming Toby’s Estate cafés in Sydney and Melbourne into adults‑only afternoon bars. The pop‑ups will serve Baileys‑infused coffee creations designed to encourage customers to linger later in the day.
“Baileys is all about treating moments, and what better way to elevate the afternoon coffee ritual than with a Baileys twist?” says Laura Rey, Brand Manager Liqueurs, Diageo Australia.
Bridget Taylor, Marketing Manager at Toby’s Estate, adds: “At Toby’s Estate, creating memorable moments through great coffee is at the heart of what we do. Afternoons are the perfect time to invite more people into specialty coffee in a new way.”
The curated menu includes the Melbourne Magic Espresso Martini, Baileys Matcha Coffee, Baileys S’Mores, and a Sydney Iced Latte, blending café culture with cocktail‑bar indulgence.
Event Details
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Melbourne When: Saturday 13 & Sunday 14 December, 2pm–5pm Where: Toby’s Estate Fitzroy, 35 Rose St, Fitzroy, VIC
Baileys Original Irish Cream and Baileys Chocolate Liqueurs are available at major retailers for those looking to recreate the experience at home.
*Research commissioned by Baileys, conducted via Decibel Research among 1,140 coffee‑drinking Australians aged 18+.
