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2020 was a tough year for alcoholic drinks in New Zealand, with the country's nationwide lockdown putting a sizeable hole in on-trade sales. Due to this shortfall in on-trade business, distilleries, vineyards and brewers quickly identified the need to catch the attention of consumers as the focus switched to making the most of the off-trade channel. This led to new product developments being accelerated and rushed onto shelves as players looked to gain an advantage, including new innovations suc...
Euromonitor International's Alcoholic Drinks in New Zealand report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2016-2020), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2025 illustrate how the market is set to change.
Product coverage: Beer, Cider/Perry, RTDs, Spirits, Wine.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Alcoholic Drinks market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
COVID-19 impact on alcoholic drinks
COVID-19 country impact
Company response
Retailing shift
On-trade vs off-trade split
What next for alcoholic drinks?
CHART 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025
CHART 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025
CHART 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2018-2025
CHART 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2018-2025
MARKET BACKGROUND
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2015-2020TAXATION AND DUTY LEVIES
Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2020OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Outlook
MARKET INDICATORS
Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2015-2020MARKET DATA
Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020 Table 4 Sales of Alcoholic Drinks by Category: Total Value 2015-2020 Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020 Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020 Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020 Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020 Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020 Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020 Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020 Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020 Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2020 Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025 Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025 Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025 Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025DISCLAIMER
SOURCES
Summary 2 Research SourcesBEER IN NEW ZEALAND
KEY DATA FINDINGS
2020 IMPACT
On-trade beer sales fall flat as COVID-19 measures take their toll
Consumers look for the familiar in an uncertain world
Craft beer remains resilient with a growing base of loyal enthusiasts
RECOVERY AND OPPORTUNITIES
Beer set for more stable growth as New Zealand emerges out of the COVID-19 crisis
Product differentiation could be key as the market becomes increasingly saturated
Craft beer forcing its way into the mainstream
CATEGORY BACKGROUND
Lager price band methodology
Summary 3 Lager by Price Band 2020 Table 18 Number of Breweries 2014-2019CATEGORY DATA
Table 19 Sales of Beer by Category: Total Volume 2015-2020 Table 20 Sales of Beer by Category: Total Value 2015-2020 Table 21 Sales of Beer by Category: % Total Volume Growth 2015-2020 Table 22 Sales of Beer by Category: % Total Value Growth 2015-2020 Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2015-2020 Table 24 Sales of Beer by Off-trade vs On-trade: Value 2015-2020 Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2015-2020 Table 27 Sales of Beer by Craft vs Standard 2015-2020 Table 28 GBO Company Shares of Beer: % Total Volume 2016-2020 Table 29 NBO Company Shares of Beer: % Total Volume 2016-2020 Table 30 LBN Brand Shares of Beer: % Total Volume 2017-2020 Table 31 Forecast Sales of Beer by Category: Total Volume 2020-2025 Table 32 Forecast Sales of Beer by Category: Total Value 2020-2025 Table 33 Forecast Sales of Beer by Category: % Total Volume Growth 2020-2025 Table 34 Forecast Sales of Beer by Category: % Total Value Growth 2020-2025WINE IN NEW ZEALAND
KEY DATA FINDINGS
2020 IMPACT
Wine producers respond positively to the challenges presented by COVID-19
Wine Collective Direct launches offering Direct to International Consumer (DTIC) sales
Focus on health and indulgence influences sales in 2020
RECOVERY AND OPPORTUNITIES
Domestic wine producers focused on a sustainable future
Producers targeting expansion of organic wine
Sparkling wine set for further expansion as demand grows
CATEGORY DATA
Table 35 Sales of Wine by Category: Total Volume 2015-2020 Table 36 Sales of Wine by Category: Total Value 2015-2020 Table 37 Sales of Wine by Category: % Total Volume Growth 2015-2020 Table 38 Sales of Wine by Category: % Total Value Growth 2015-2020 Table 39 Sales of Wine by Off-trade vs On-trade: Volume 2015-2020 Table 40 Sales of Wine by Off-trade vs On-trade: Value 2015-2020 Table 41 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 42 Sales of Wine by Off-trade vs On-trade: % Value Growth 2015-2020 Table 43 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2015-2020 Table 44 Sales of Still Rose Wine by Price Segment: % Off-trade Volume 2015-2020 Table 45 Sales of Still White Wine by Price Segment: % Off-trade Volume 2015-2020 Table 46 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2015-2020 Table 47 GBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020 Table 48 NBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020 Table 49 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2017-2020 Table 50 GBO Company Shares of Champagne: % Total Volume 2016-2020 Table 51 NBO Company Shares of Champagne: % Total Volume 2016-2020 Table 52 LBN Brand Shares of Champagne: % Total Volume 2017-2020 Table 53 GBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020 Table 54 NBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020 Table 55 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2017-2020 Table 56 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020 Table 57 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020 Table 58 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2017-2020 Table 59 Forecast Sales of Wine by Category: Total Volume 2020-2025 Table 60 Forecast Sales of Wine by Category: Total Value 2020-2025 Table 61 Forecast Sales of Wine by Category: % Total Volume Growth 2020-2025 Table 62 Forecast Sales of Wine by Category: % Total Value Growth 2020-2025SPIRITS IN NEW ZEALAND
KEY DATA FINDINGS
2020 IMPACT
A tough year for spirits as many players encounter supply issues
Consumers going local as craft spirits continue to see development
Premiumisation continues to develop despite challenging market conditions
RECOVERY AND OPPORTUNITIES
Spirits seen to be full of potential as local tastes become more sophisticated
Local producers could see further growth and development over the forecast period
Lyre's predicted to have a bright future with new range of non alcoholic spirits
CATEGORY BACKGROUND
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 4 Benchmark Brands 2020CATEGORY DATA
Table 63 Sales of Spirits by Category: Total Volume 2015-2020 Table 64 Sales of Spirits by Category: Total Value 2015-2020 Table 65 Sales of Spirits by Category: % Total Volume Growth 2015-2020 Table 66 Sales of Spirits by Category: % Total Value Growth 2015-2020 Table 67 Sales of Spirits by Off-trade vs On-trade: Volume 2015-2020 Table 68 Sales of Spirits by Off-trade vs On-trade: Value 2015-2020 Table 69 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 70 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2015-2020 Table 71 Sales of Dark Rum by Price Platform: % Total Volume 2015-2020 Table 72 Sales of White Rum by Price Platform: % Total Volume 2015-2020 Table 73 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2015-2020 Table 74 Sales of English Gin by Price Platform: % Total Volume 2015-2020 Table 75 Sales of Vodka by Price Platform: % Total Volume 2015-2020 Table 76 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2015-2020 Table 77 GBO Company Shares of Spirits: % Total Volume 2016-2020 Table 78 NBO Company Shares of Spirits: % Total Volume 2016-2020 Table 79 LBN Brand Shares of Spirits: % Total Volume 2017-2020 Table 80 Forecast Sales of Spirits by Category: Total Volume 2020-2025 Table 81 Forecast Sales of Spirits by Category: Total Value 2020-2025 Table 82 Forecast Sales of Spirits by Category: % Total Volume Growth 2020-2025 Table 83 Forecast Sales of Spirits by Category: % Total Value Growth 2020-2025CIDER/PERRY IN NEW ZEALAND
KEY DATA FINDINGS
2020 IMPACT
Interest in cider/perry on the rise thanks to growing sophistication of product offer
Cider/perry becoming a drink for all seasons
Cider/perry benefits from healthier image
RECOVERY AND OPPORTUNITIES
Zeffer launches New Zealand's first non-alcoholic cider
Strong shelf positioning key when it comes to cider/perry
Could mulled cider add some spice to a crowded marketplace?
CATEGORY DATA
Table 84 Sales of Cider/Perry: Total Volume 2015-2020 Table 85 Sales of Cider/Perry: Total Value 2015-2020 Table 86 Sales of Cider/Perry: % Total Volume Growth 2015-2020 Table 87 Sales of Cider/Perry: % Total Value Growth 2015-2020 Table 88 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2015-2020 Table 89 Sales of Cider/Perry by Off-trade vs On-trade: Value 2015-2020 Table 90 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 91 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2015-2020 Table 92 GBO Company Shares of Cider/Perry: % Total Volume 2016-2020 Table 93 NBO Company Shares of Cider/Perry: % Total Volume 2016-2020 Table 94 LBN Brand Shares of Cider/Perry: % Total Volume 2017-2020 Table 95 Forecast Sales of Cider/Perry: Total Volume 2020-2025 Table 96 Forecast Sales of Cider/Perry: Total Value 2020-2025 Table 97 Forecast Sales of Cider/Perry: % Total Volume Growth 2020-2025 Table 98 Forecast Sales of Cider/Perry: % Total Value Growth 2020-2025RTDS IN NEW ZEALAND
KEY DATA FINDINGS
2020 IMPACT
Polarisation seen within RTDs as COVID-19 affects consumers' lives in different ways
RTDs continues to evolve with healthier options finding their way into stores
Competition being swayed by healthier and ethical products
RECOVERY AND OPPORTUNITIES
RTDs set to bounce back strongly
Attractive and innovative packaging expected to be a growing feature of RTDs
New flavour developments could add interest
CATEGORY DATA
Table 99 Sales of RTDs by Category: Total Volume 2015-2020 Table 100 Sales of RTDs by Category: Total Value 2015-2020 Table 101 Sales of RTDs by Category: % Total Volume Growth 2015-2020 Table 102 Sales of RTDs by Category: % Total Value Growth 2015-2020 Table 103 Sales of RTDs by Off-trade vs On-trade: Volume 2015-2020 Table 104 Sales of RTDs by Off-trade vs On-trade: Value 2015-2020 Table 105 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 106 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2015-2020 Table 107 GBO Company Shares of RTDs: % Total Volume 2016-2020 Table 108 NBO Company Shares of RTDs: % Total Volume 2016-2020 Table 109 LBN Brand Shares of RTDs: % Total Volume 2017-2020 Table 110 Forecast Sales of RTDs by Category: Total Volume 2020-2025 Table 111 Forecast Sales of RTDs by Category: Total Value 2020-2025 Table 112 Forecast Sales of RTDs by Category: % Total Volume Growth 2020-2025 Table 113 Forecast Sales of RTDs by Category: % Total Value Growth 2020-2025