Executive Summary

Jul 2019
Volume sales growth remains modest in 2018

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.

Craft trend continues to impact alcoholic drinks

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/Lion duopoly continues but market fragmentation increasing

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.

Supermarkets a major alcoholic drinks distribution channel

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.

NPD pipeline to shape future prospects

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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Alcoholic Drinks in New Zealand

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Overview

Discover the latest market trends and uncover sources of future market growth for the Alcoholic Drinks industry in New Zealand with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Alcoholic Drinks industry in New Zealand, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in New Zealand for free:

The Alcoholic Drinks in New Zealand market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Alcoholic Drinks in New Zealand?
  • What are the major brands in New Zealand?
  • Have there been any alcoholic drinks legislative changes over the past 12 months?
  • How is the alcoholic drinks industry affected by the recession?
  • What is consumed more; beer, wine or spirits?
  • What have been the key trends seen in new product developments?
  • Do alcoholic drinks consumers want value for money or added value?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Alcoholic Drinks in New Zealand

EXECUTIVE SUMMARY

Volume sales growth remains modest in 2018
Craft trend continues to impact alcoholic drinks
DB/Lion duopoly continues but market fragmentation increasing
Supermarkets a major alcoholic drinks distribution channel
NPD pipeline to shape future prospects

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 On-trade establishments by type 2013-2018

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

MARKET INDICATORS

Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources

Cider/Perry in New Zealand

HEADLINES

PROSPECTS

Cider/perry continues to record strong growth
Craft trend also prominent in cider/perry
Average unit price rises in 2018 but modest growth expected over the forecast period

COMPETITIVE LANDSCAPE

Lion continues to lead
DB Breweries continues to hold second place
Penetration of craft brands increases

CATEGORY DATA

Table 18 Sales of Cider/Perry: Total Volume 2013-2018
Table 19 Sales of Cider/Perry: Total Value 2013-2018
Table 20 Sales of Cider/Perry: % Total Volume Growth 2013-2018
Table 21 Sales of Cider/Perry: % Total Value Growth 2013-2018
Table 22 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2013-2018
Table 23 Sales of Cider/Perry by Off-trade vs On-trade: Value 2013-2018
Table 24 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 25 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2013-2018
Table 26 GBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 27 NBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 28 LBN Brand Shares of Cider/Perry: % Total Volume 2015-2018
Table 29 Forecast Sales of Cider/Perry: Total Volume 2018-2023
Table 30 Forecast Sales of Cider/Perry: Total Value 2018-2023
Table 31 Forecast Sales of Cider/Perry: % Total Volume Growth 2018-2023
Table 32 Forecast Sales of Cider/Perry: % Total Value Growth 2018-2023

Rtds in New Zealand

HEADLINES

PROSPECTS

Volume sales declines starting to bottom out
Health and wellness trends shaping the category
Off-trade the bigger channel

COMPETITIVE LANDSCAPE

Independent Liquor continues to dominate RTDs
Lion remains in second place
A new player emerges

CATEGORY DATA

Table 33 Sales of RTDS by Category: Total Volume 2013-2018
Table 34 Sales of RTDS by Category: Total Value 2013-2018
Table 35 Sales of RTDS by Category: % Total Volume Growth 2013-2018
Table 36 Sales of RTDS by Category: % Total Value Growth 2013-2018
Table 37 Sales of RTDS by Off-trade vs On-trade: Volume 2013-2018
Table 38 Sales of RTDS by Off-trade vs On-trade: Value 2013-2018
Table 39 Sales of RTDS by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 40 Sales of RTDS by Off-trade vs On-trade: % Value Growth 2013-2018
Table 41 GBO Company Shares of RTDS: % Total Volume 2014-2018
Table 42 NBO Company Shares of RTDS: % Total Volume 2014-2018
Table 43 LBN Brand Shares of RTDS: % Total Volume 2015-2018
Table 44 Forecast Sales of RTDS by Category: Total Volume 2018-2023
Table 45 Forecast Sales of RTDS by Category: Total Value 2018-2023
Table 46 Forecast Sales of RTDS by Category: % Total Volume Growth 2018-2023
Table 47 Forecast Sales of RTDS by Category: % Total Value Growth 2018-2023

Spirits in New Zealand

HEADLINES

PROSPECTS

Craft spirits on the rise
Gin records the strongest improvement in performance
Vodka remains the largest category

COMPETITIVE LANDSCAPE

Lion remains the leading player
Local player Glengarry Hancocks performs well
Absolut drives Pernod Ricard’s performance

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 3 Benchmark Brands 2018

CATEGORY DATA

Table 48 Sales of Spirits by Category: Total Volume 2013-2018
Table 49 Sales of Spirits by Category: Total Value 2013-2018
Table 50 Sales of Spirits by Category: % Total Volume Growth 2013-2018
Table 51 Sales of Spirits by Category: % Total Value Growth 2013-2018
Table 52 Sales of Spirits by Off-trade vs On-trade: Volume 2013-2018
Table 53 Sales of Spirits by Off-trade vs On-trade: Value 2013-2018
Table 54 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 55 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2013-2018
Table 56 Sales of Dark Rum by Price Platform: % Total Volume 2013-2018
Table 57 Sales of White Rum by Price Platform: % Total Volume 2013-2018
Table 58 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2013-2018
Table 59 Sales of English Gin by Price Platform: % Total Volume 2013-2018
Table 60 Sales of Vodka by Price Platform: % Total Volume 2013-2018
Table 61 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2013-2018
Table 62 GBO Company Shares of Spirits: % Total Volume 2014-2018
Table 63 NBO Company Shares of Spirits: % Total Volume 2014-2018
Table 64 LBN Brand Shares of Spirits: % Total Volume 2015-2018
Table 65 Forecast Sales of Spirits by Category: Total Volume 2018-2023
Table 66 Forecast Sales of Spirits by Category: Total Value 2018-2023
Table 67 Forecast Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 68 Forecast Sales of Spirits by Category: % Total Value Growth 2018-2023

Wine in New Zealand

HEADLINES

PROSPECTS

Wine returns to positive volume growth
Temperance trend influences new product development
Wine tourism helping the category to grow

COMPETITIVE LANDSCAPE

Pernod Ricard continues to lead wine
Yealands Estate causes a furore
Canned wine gains traction

CATEGORY DATA

Table 69 Sales of Wine by Category: Total Volume 2013-2018
Table 70 Sales of Wine by Category: Total Value 2013-2018
Table 71 Sales of Wine by Category: % Total Volume Growth 2013-2018
Table 72 Sales of Wine by Category: % Total Value Growth 2013-2018
Table 73 Sales of Wine by Off-trade vs On-trade: Volume 2013-2018
Table 74 Sales of Wine by Off-trade vs On-trade: Value 2013-2018
Table 75 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 76 Sales of Wine by Off-trade vs On-trade: % Value Growth 2013-2018
Table 77 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2013-2018
Table 78 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2013-2018
Table 79 Sales of Still White Wine by Price Segment: % Off-trade Volume 2013-2018
Table 80 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2013-2018
Table 81 GBO Company Shares of Still Light Grape Wine: % Total Volume 2014-2018
Table 82 NBO Company Shares of Still Light Grape Wine: % Total Volume 2014-2018
Table 83 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2015-2018
Table 84 GBO Company Shares of Champagne: % Total Volume 2014-2018
Table 85 NBO Company Shares of Champagne: % Total Volume 2014-2018
Table 86 LBN Brand Shares of Champagne: % Total Volume 2015-2018
Table 87 GBO Company Shares of Other Sparkling Wine: % Total Volume 2014-2018
Table 88 NBO Company Shares of Other Sparkling Wine: % Total Volume 2014-2018
Table 89 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2015-2018
Table 90 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2014-2018
Table 91 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2014-2018
Table 92 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2015-2018
Table 93 Forecast Sales of Wine by Category: Total Volume 2018-2023
Table 94 Forecast Sales of Wine by Category: Total Value 2018-2023
Table 95 Forecast Sales of Wine by Category: % Total Volume Growth 2018-2023
Table 96 Forecast Sales of Wine by Category: % Total Value Growth 2018-2023

Beer in New Zealand

HEADLINES

PROSPECTS

Craft trend driving growth
DB Breweries reinvigorates non-alcoholic beer
Mainstream beer under pressure from craft beer

COMPETITIVE LANDSCAPE

Major players are buying craft brewers
Beer in New Zealand remains a duopoly
Strong new product development activity observed in 2018

CATEGORY BACKGROUND

Lager price band methodology
Summary 4 Lager by Price Band 2018
Table 97 Number of Breweries 2013-2018

CATEGORY DATA

Table 98 Sales of Beer by Category: Total Volume 2013-2018
Table 99 Sales of Beer by Category: Total Value 2013-2018
Table 100 Sales of Beer by Category: % Total Volume Growth 2013-2018
Table 101 Sales of Beer by Category: % Total Value Growth 2013-2018
Table 102 Sales of Beer by Off-trade vs On-trade: Volume 2013-2018
Table 103 Sales of Beer by Off-trade vs On-trade: Value 2013-2018
Table 104 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 105 Sales of Beer by Off-trade vs On-trade: % Value Growth 2013-2018
Table 106 GBO Company Shares of Beer: % Total Volume 2014-2018
Table 107 NBO Company Shares of Beer: % Total Volume 2014-2018
Table 108 LBN Brand Shares of Beer: % Total Volume 2015-2018
Table 109 Forecast Sales of Beer by Category: Total Volume 2018-2023
Table 110 Forecast Sales of Beer by Category: Total Value 2018-2023
Table 111 Forecast Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 112 Forecast Sales of Beer by Category: % Total Value Growth 2018-2023