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Spirits bigger share of market

Spirits bigger share of market

Data issued by the Government Statistician last week show spirits are gaining a larger share of the alcohol drinks market.

On a per capita basis, the total volume of alcohol available for consumption in New Zealand to the year ended June 2005, spirits made up 23.6% of the market (up from 22.1%), while beer and wine accounted for 44.3% and 31.9% respectively.

Chief executive of the Distilled Spirits Association*, Thomas Chin puts spirits’ rise in popularity down to their immense versatility, broad appeal and ability to cater to every budget and occasion.
“There exists a clear shifting of beverage preferences due to the versatility and mixability of spirits, new consumer tastes, the variety of quality brands in the market place and more consumer sophistication,” he said.

“Consumers are thirsting for variety and as Kiwis tastes evolve through travel and new experiences, Spirits offer a real alternative.”
However, Mr Chin notes that while these statistics are clearly pleasing for distillers and demonstrate steady growth for the spirits industry, it’s important to consider the data in the context of the wider drinks market.
“In terms of total market volumes in 2005, spirits contribution of 50 million litres is modest when compared with beer at 316 million litres and 86 million litres of wine.

New Zealand’s top five popular spirits are bourbon, scotch, gin, dark rum and vodka.


* The Distilled Spirits Association of New Zealand, represents this country’s leading producers and marketers of premium spirits and liqueurs.

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