Nimble local players have disrupted spirit based RTDs, with strong new product development activity and an increasing number of players in the category stimulating strong growth, which has in part, cannibalised sales from spirits. Many of these brands play to the health and wellness sensibilities of customers, through offering low calorie products made using natural ingredients.
International trends indicate that rum is poised to become the next thriving spirits category, driven by the burgeoning craft movement. While gin has dominated the craft scene in recent years, the New Zealand market has become increasingly saturated with numerous craft gin brands.
Alcohol free alternatives has been one of the most prominent trends to emerge within alcoholic drinks over the review period. Driving this has been increased awareness of health and wellness considerations, with consumers looking to reduce their alcohol intake.
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This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.See All of Our Definitions
This report originates from Passport, our Spirits research and analysis database.
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