Moves and Shakes: Predicting What New Zealand’s Liquor Market Will Look Like in 2018
Five years ago, mainstream alcohol segments (like clear and green bottled beers, sauvignon blanc and pinot noir wines, and bourbon RTDs) drove the majority of the alcohol sales growth in New Zealand.
More recently, niche products have emerged, and Kiwis are increasingly opting for more premium and unique beverage offerings. This will cause growth to be pushed out further to the edges in 2018, as consumers seek new flavours, new formats and craft product offerings.
While beer in New Zealand is growing behind the overall grocery and traditional liquor market, newer formats (including craft) are certainly outpacing growth in beer. Craft beer continues to experience double digit growth in New Zealand, while markets like the U.S., which are arguably several years ahead, are seeing decelerating growth as they reach maturity.