The spirits category has performed well despite the turmoil caused by the COVID-19 pandemic with a surge in home consumption keeping spirits manufacturers on their toes. The rise of the home bartender and the increasing availability and accessibility of craft spirits through online retailers saw off-trade volume sales continue to grow at a pace in 2021.
The COVID-19 pandemic has changed how, where and why New Zealanders drink spirits. The initial lockdowns in 2020 combined with high levels of discretionary spending due to a resilient economy and low interest rates have led to the rise of the home bartender.
Gin continues to be the standout performer within spirits in New Zealand. Craft trends have been a major driver behind this, with discerning drinkers seeking more artisanal gins.
Around the world, rum is starting to enjoy a renaissance as craft and premium brands have started to influence the category. The number of imported premium rum brands available in New Zealand has expanded although they have yet to fully take hold.
COVID-19 has changed the way in which New Zealanders shop. At the onset of the pandemic, many retailers were caught off-guard with inadequate e-commerce functionality and capabilities, however this was quickly rectified and New Zealander’s have since embraced online shopping.
Alcohol free alternatives has been one of the most prominent trends to emerge within alcoholic drinks over the forecast period underpinned by heightened awareness of health and wellness, with New Zealanders looking to reduce their alcohol intake. Beer and cider/perry have been the most prominent purveyors of this trends thus far, although spirits players have recently started to develop alcohol free offerings in line with this consumer demand.
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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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