Alcoholic drinks in New Zealand posted modest total volume growth in 2018. Sales were supported by the premiumisation and craft trends, with consumers seeking to drink less but better quality products.
The craft trend continued to influence alcoholic drinks in 2018. In the past, this manifested itself largely in beer and cider/perry but is now increasingly being seen in spirits.
DB Breweries and Lion continued to dominate alcoholic drinks in New Zealand in 2018 thanks to their strength in beer and their significant influence on proprietors in the on-trade due to restrictive supply contracts. Independent Liquor has emerged as a credible competitor and in recent years has expanded its portfolio in beer, cider/perry and wine to include a number of established international brands.
Despite only being able to sell beer, cider/perry and wine, the overall size of these categories and their importance within alcoholic drinks in New Zealand meant that supermarkets remained a major distribution channel in 2018. The changing nature of alcoholic drinks has seen a large increase in the number of brands available in cider/perry and beer, with the major supermarket chains now more open to stocking craft beer brands, thus opening up new distribution channels for smaller craft brewers.
The craft trend lends itself well to strong new product development activity, hence potential for volume growth in the industry lies in the ability of distillers and brewers to tap into consumer preferences. Local players have shown a strong ability to develop innovation pipelines to drive volume sales growth, and this is expected to continue over the forecast period, with cider/perry set to be the strongest performing category in terms of volume growth.
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This industry report originates from Passport, our Alcoholic Drinks market research database.