Market Insights Consumer Alcoholic Drinks

Spirits - New Zealand

New Zealand

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Spirits market amounts to US$1,088.0m in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$477.1m in 2024.
Revenue, combined amounts to US$1,565.0m in 2024.
The revenue, at home is expected to grow annually by 2.71% (CAGR 2024-2028).
In global comparison, most revenue, at home is generated in China (US$150,400m in 2024).
In relation to total population figures, the average revenue per capita, at home of US$206.40 are generated in 2024.
In the Spirits market, volume, at home is expected to amount to 25.1m L by 2024.
Volume, out-of-home is expected to amount to 3,064.0k L in 2024.
Volume, combined is expected to amount to 28.2m L in 2024.
The Spirits market is expected to show a volume growth, at home of -0.3% in 2025.
The average volume per person, at home in the Spirits market is expected to amount to 4.77L in 2024.

Key regions: Australia, Singapore, India, Worldwide, United States

Definition:

The Spirits market includes alcoholic beverages that have been produced through the distillation of wine, fermented fruits, or grains. Due to the distillation process, the alcohol content of spirits is much higher than that of most wines and beers, typically ranging from 20% to 50% alcohol by volume (ABV).

Structure:

The Spirits market is divided into 8 markets:

The Whisky market encompasses spirits on a grain basis that have been aged in wooden casks for a duration of at least three years.
The Vodka market encompasses spirits based on grain and/or potatoes.
The Rum market encompasses spirits based on sugar cane.
The Gin market encompasses spirits based on juniper berries.
The Brandy market encompasses spirits based on fermented fruit juice.
The Tequila market encompasses spirits made primarily from the blue agave plant (Agave tequilana) in Mexico.
The Soju market encompasses the Korean distilled beverage, Soju, which is traditionally made from rice, barley, or sweet potatoes.
The Liqueurs & Other Spirits market encompasses all other spirits not previously mentioned as well as Ready-to-Drink (RTD) cocktails.

Additional information:

The market comprises revenue and average revenue per capita, volume and average volume per capita, price per liter, as well as sales channels. Per capita figures refer to a country’s or region’s whole population.

At-home market data covers retail sales via super- and hypermarkets, eCommerce, convenience stores, and similar sales channels. Out-of-home market data includes all sales in hotels and restaurants, sales by catering companies, as well as sales in cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. All prices are valued at retail selling prices, including all sales and consumption taxes.

Key players include Diageo (e.g., Johnnie Walker, Smirnoff, and Tanqueray), Pernod Ricard, and Kweichow Moutai.

Market

Region

Region comparison

Currency

Analyst Opinion

The Spirits market in New Zealand has been experiencing significant growth in recent years.

Customer preferences: Customers in New Zealand have shown a growing interest in premium and craft spirits. They are increasingly seeking unique and high-quality products that offer a distinctive taste and experience. This shift in preferences can be attributed to changing consumer lifestyles and a desire for more sophisticated and personalized drinking options. Additionally, there has been a rise in the popularity of cocktails and mixology, leading to an increased demand for spirits that can be used in creating innovative and complex drink recipes.

Trends in the market: One of the key trends in the spirits market in New Zealand is the increasing consumption of gin. Gin has seen a resurgence in popularity globally, and this trend is reflected in the New Zealand market as well. Consumers are drawn to the wide variety of flavors and botanicals that gin offers, as well as its versatility in cocktails. Craft gin distilleries have been popping up across the country, catering to the growing demand for unique and locally produced spirits. Another trend in the market is the rise of whiskey consumption. Whiskey has traditionally been a popular spirit in New Zealand, and this trend has continued to grow. Consumers are becoming more knowledgeable about different whiskey styles and are willing to explore new and premium options. The demand for aged and single malt whiskeys has been particularly strong, reflecting a desire for more complex and refined flavors.

Local special circumstances: New Zealand has a strong wine culture, and this has influenced the spirits market as well. Consumers in the country appreciate quality and craftsmanship, and this is reflected in their preferences for premium and artisanal spirits. The local distilleries have capitalized on this trend by producing small-batch spirits that showcase the unique flavors and ingredients of New Zealand.

Underlying macroeconomic factors: The strong economy in New Zealand has contributed to the growth of the spirits market. With increasing disposable incomes, consumers have more purchasing power and are willing to spend on higher-end spirits. Additionally, the country's tourism industry has been thriving, attracting visitors from around the world who are interested in experiencing the local food and beverage scene. This has created a demand for New Zealand-made spirits, both for domestic consumption and as souvenirs for tourists. In conclusion, the Spirits market in New Zealand is experiencing growth due to changing customer preferences towards premium and craft spirits, the increasing popularity of gin and whiskey, the influence of the local wine culture, and the strong macroeconomic factors such as a strong economy and a thriving tourism industry.

Methodology

Data coverage:
The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:
Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on alcoholic beverages, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.