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2025 Developments
Alcoholic drinks in New Zealand in 2025 experienced a sharper contraction than the broader Australasian landscape, as volumes fell by 2% to 462 million litres amid persistent inflation and reduced consumer spending power. Despite the decline in overall consumption, retail value increased by 2% to NZD9 billion, underlining the influence of premiumisation and rising unit prices. The market remains attractive for brands able to navigate the polarisation between value-driven home consumption and demand for innovative, premium and wellness-focused offerings, particularly as ready-to-drink products and low- or no-alcohol alternatives gain momentum. Companies face stronger regulatory scrutiny and must adapt to evolving channels, with off-trade and e-commerce playing an increasingly central role in consumer purchasing behaviour.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in New Zealand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in New Zealand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in New Zealand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in New Zealand?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in New Zealand?
- How are products distributed in New Zealand?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in New Zealand
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Alcoholic Drinks
Moderation and At-Home Consumption Curb Volume Sales
Rtds Outperform as Innovation and Convenience Win Consumer Interest
Zeffer 0% and Free Af?Drinks Attract Health-Focused Consumers with No-Alcohol Innovation
Chart 2 Volume Sales 2020-2030
Chart 3 Volume Sales by Category 2025
Health-Led and Mindful Product Options Expand as Demand for Moderation Rises
Pal’S and White Claw Sustain Rtds Growth as Beer Volume Declines
Supermarkets and Convenience Stores Gain Share as At-Home Occasions Rise
Chart 4 Forecast Volume Sales 2020-2030
Chart 5 Forecast Volume Sales by Category 2025-2030
Chart 6 Analyst insight for Alcoholic Drinks
Lion - Beer, Wine & Spirits (Nz)And Db Breweries Lose Ground as Rtd Innovators Accelerate Share
Chart 7 Company Shares 2025
Chart 8 Brand Shares 2025
Licensed Bottle Stores Extend Lead as At-Home Drinking Rises
Liquorland Online and Farro Fresh Drive Online Sales with Curated Ranges
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Coca-Cola Oceania and Zeffer Expand Wellness and Convenience with New Launches
Free Af and Pal's Gain Share by Targeting Mindful Drinkers
Chart 9 Economic Context for Alcoholic Drinks
Chart 10 Real Gdp Growth 2020-2030
Chart 11 Inflation 2020-2030
Chart 12 Consumer Context for Alcoholic Drinks
Chart 13 Population 2020-2030
Chart 14 Population by Generation 2025
Beer in New Zealand
Key Data Insights
Beer Summary
Chart 15 Key Industry Trends for Beer
Brands Adapt as Moderation Evolves into Mainstream Consumer Behaviour
Chart 16 Bach Brewing, State of Play Lead Move to Mainstream Non-Alcoholic Craft Beer in Nz
Steinlager’S Heritage Storytelling Sustains Premium Positioning
Chart 17 Steinlager Leverages Kiwi Heritage to Connect with Younger Drinkers
Urbanaut Brewing Redefines Flavour with Native Botanicals for Adventurous Drinkers
Chart 18 Volume Sales 2020-2030
Chart 19 Volume Sales by Category 2025
Steinlager Reinforces Trust with Heritage Storytelling Amid Moderation
Low- and No-Alcohol Options Reshape Drinking Habits and Drive Growth
Economic Caution and Rising Health Awareness Reduce Total Beer Volumes
Chart 20 Forecast Volume Sales 2020-2030
Chart 21 Forecast Volume Sales by Category 2025-2030
Chart 22 Analyst Insight for Beer
Heineken Nv?And Kirin Holdings Co Ltd Reinforce Overall Dominance Even as Volume Share Is Eroded
Dna Brewing’S Acquisition of Hop Federation Signals Strategic Consolidation
Chart 23 Company Shares 2025
Chart 24 Brand Shares 2025
Supermarkets Strengthen Position as Specialist Retailers Decline
Retail E-Commerce Attracts New Shoppers with Convenience and Integration
Chart 25 Economic Context for Beer
Chart 26 Real Gdp Growth 2020-2030
Chart 27 Inflation 2020-2030
Chart 28 Consumer Context for Beer
Chart 29 Population 2020-2030
Chart 30 Population by Generation 2025
Cider/Perry in New Zealand
Key Data Insights
Cider/Perry Summary
Chart 31 Key Industry Trends for Cider/Perry
Cider Volume Declines Amid Shift to Rtds and Economic Pressure
Zeffer Cider Co Captures Wellness Trend with Award-Winning Nolo Launches
Chart 32 Volume Sales 2020-2030
Chart 33 Volume Sales by Category 2025
Artisan Cider Makers Attract Premium Spenders with Local Provenance
Eco-Conscious Buyers Reward Brands Using Local Apples and Sustainable Packaging
Chart 34 Forecast Volume Sales 2020-2030
Chart 35 Forecast Volume Sales by Category 2025-2030
Lion - Beer, Wine & Spirits (Nz) and Db Breweries Strengthen Grip as Mid-Tier Rivals Falter
Elemental Cider and Peckham’S Win Awards to Drive Craft Momentum
Chart 36 Company Shares 2025
Chart 37 Brand Shares 2025
Supermarkets and Liquor Retailers Expand Reach for New Cider Launches
Digital Shopping Experiences Support Premium and Niche Cider Discovery
E-Commerce Enables Access to Premium and Limited-Edition Ciders
Chart 38 Economic Context for Cider/Perry
Chart 39 Real Gdp Growth 2020-2030
Chart 40 Inflation 2020-2030
Chart 41 Consumer Context for Cider/Perry
Chart 42 Population 2020-2030
Chart 43 Population by Generation 2025
Rtds in New Zealand
Key Data Insights
Rtds Summary
Brands Attract New Consumer Demand with Wellness-Led Launches
Spirit Houses and Brewers Drive Innovation as Portfolios Diversify
Chart 44 Tui Ventures into Rtds in 2025 with Fruit-Forward, Low-Sugar Options Targeting Health-Conscious Kiwis
Pal's and Curious Af Win over Mindful Drinkers with Nolo Launches
Chart 45 Volume Sales 2020-2030
Chart 46 Volume Sales by Category 2025
Pal's Leverages Authenticity and Affordability to Sustain Loyalty
Kirin and Local Producers Drive Cocktail-Inspired Flavour Innovation
Premiumisation and Polarisation Reshape Competitive Strategies
Chart 47 Forecast Volume Sales 2020-2030
Chart 48 Forecast Volume Sales by Category 2025-2030
Pal's Defends Premium Lead as Value Players Edge Forward
Chart 49 Company Shares 2025
Chart 50 Brand Shares 2025
Liquorland and Super Liquor Drive High-Velocity Chilled Rtd Sales
'Chill and Go' and Festival Bundles Capture New Rtd Occasions
Digital Platforms Build Rtd Brand Presence Despite Slow Online Sales
Chart 51 Economic Context for Rtds
Chart 52 Real Gdp Growth 2020-2030
Chart 53 Inflation 2020-2030
Chart 54 Consumer Context for Rtds
Chart 55 Population 2020-2030
Chart 56 Population by Generation 2025
Spirits in New Zealand
Key Data Insights
Spirits Summary
Chart 57 Key Industry Trends for Spirits
Spirits Embrace Rtd Innovation to Offset Demand Shifts
Lighthouse Gin Amplifies Heritage Storytelling to Drive Premium Sales
Nolo and Rtd Launches Reshape Consumer Occasions and Value Perceptions
Chart 58 Volume Sales 2020-2030
Chart 59 Volume Sales by Category 2025
Consumers Shift to Brands with Value, Authenticity and Lighter Profiles
Cocktails and On-Premise Experiences Reshape Brand Influence and Trial
Premiumisation Driven by Provenance and Economic Recovery Fuels Value Growth
Chart 60 Forecast Volume Sales 2020-2030
Chart 61 Forecast Volume Sales by Category 2025-2030
Lion – Beer, Wine and Spirits (Nz) Maintains Lead as Premium Gin and Nolo Spirits Reshape Competition
Chart 62 Company Shares 2025
Chart 63 Brand Shares 2025
Liquorland Expands Craft Corners to Fuel Premium Spirits Discovery
Online Discovery Accelerates Brand Storytelling, but Volume Stays Offline
Chart 64 Economic Context for Spirits
Chart 65 Real Gdp Growth 2020-2030
Chart 66 Inflation 2020-2030
Chart 67 Consumer Context for Spirits
Chart 68 Population 2020-2030
Chart 69 Population by Generation 2025
Wine in New Zealand
Key Data Insights
Wine Summary
Chart 70 Key Industry Trends for Wine
Premium Bottle Launches Drive Value Gains as Buyers Trade up
Still Light Grape Wine Retains Lead as Alcohol-Free Options Accelerate
Giesen Captures Sober-Curious Buyers with Alcohol-Free Innovation
Chart 71 Giesen Launches 0% Spritz in New?Zealand, Catering to Mindful Wine Drinkers
Chart 72 Volume Sales 2020-2030
Chart 73 Volume Sales by Category 2025
Supermarkets Respond to Value Focus with Diverse Pricing and Formats
Lightweight Glass and Automation Reshape Retail Partnerships and Margins
Chart 74 Forecast Volume Sales 2020-2030
Chart 75 Forecast Volume Sales by Category 2025-2030
Value Brands Capture Cautious Buyers as Premium Growth Slows
Chart 76 Company Shares 2025
Chart 77 Brand Shares 2025
Supermarkets Capture Value-Focused Shoppers with Mainstream Brands
Online Curation Platforms Win Premium and Subscription-Driven Buyers
Chart 78 Economic Context for Wine
Chart 79 Real Gdp Growth 2020-2030
Chart 80 Inflation 2020-2030
Chart 81 Consumer Context for Wine
Chart 82 Population 2020-2030
Chart 83 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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-
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
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- Standard Non Alcoholic Beer
- Malta Style Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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