Competitive Landscape
Value Brands Capture Cautious Buyers as Premium Growth Slows
Wine in New Zealand remains moderately concentrated, with the top four manufacturers—Pernod Ricard Pacific Holding Pty Ltd, Lion - Beer, Wine and Spirits (NZ) Ltd, Treasury Wine Estates (NZ) Ltd, and Villa Maria Estate Ltd—collectively accounting for nearly 70% of volume share in 2025. Over the 2020 to 2025 period, the market has become slightly less concentrated at the top.
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Overview:
Understand the latest market trends and future growth opportunities for the Wine 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.
If you're in the Wine 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 Wine 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 Wine in New Zealand?
- Where is consumer demand for Wine 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?
Wine in New Zealand - Category analysis
Key Data Insights
Wine Summary
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
Supermarkets Respond to Value Focus with Diverse Pricing and Formats
Lightweight Glass and Automation Reshape Retail Partnerships and Margins
Value Brands Capture Cautious Buyers as Premium Growth Slows
Supermarkets Capture Value-Focused Shoppers with Mainstream Brands
Online Curation Platforms Win Premium and Subscription-Driven Buyers
Alcoholic Drinks in New Zealand - Industry Overview
2025 Developments
Key Data Insights
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
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
Lion - Beer, Wine & Spirits (Nz)And Db Breweries Lose Ground as Rtd Innovators Accelerate Share
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
Country Reports Disclaimer
The following categories and subcategories are included:
Wine
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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
Wine
This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).
See all of our definitionsWhy 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 report originates from Passport, our Wine research and analysis database.
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