low& no
Kiwi Customers are Drinking Differently
Consumers’ increased awareness of health and wellbeing during the pandemic has had a knock-on effect that has seen a huge rise in the popularity of low-tono alcoholic beverages and elevated soft drinks with functional benefits.
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rom coffee to craft beers and cocktails, all aspects of the beverage sector have evolved to reflect these new consumer trends. Research into Kiwi beer buying habits, published by industry group the Brewers Association of New Zealand, showed a huge rise in the popularity of low- and no-alcohol beer. Brewers Association executive director Dylan Firth noted that low-alcohol beers have come a long way in a short time, with most brands expanding to include a low-to-no offering and new players, dedicating to noalcohol products are entering the scene. NZ Alcohol Beverages Council (NZABC) Executive Director, Bridget MacDonald has also noticed that Kiwis are changing how they drink. “Trends like premiumisation are about choosing a quality drink that may cost a little more and then taking a ‘sip and savour’ approach to enjoy the flavours and the experience of their drink in a slow and relaxed way,” she said. “The health and wellbeing trend seen globally and in New Zealand, particularly amongst young adults, is influencing demand for ‘better for me’ drinks, such as zero-alcohol beers, lighter wines, lowalcohol seltzers, and lower carb and sugar options. Consumer research shows nearly half (47 percent) of adults had a low-alcohol beverage in the past year, that’s up 7 percent on the previous year. “Overall, we’re seeing a shift to moderation
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and better drinking decisions, and there is a wider range of beverages for people to choose whatever the occasion based on their personal situation, circumstances and lifestyle.” Over the past few years, the quality and range of no-alcohol drinks have increased dramatically, primarily due to sophisticated de-alcoholising technology and processes maintaining the integrity of beverages. Brewers, winemakers, and beverage producers continue to refine their craft to ensure there is no compromise on flavour for discerning palates. Foodstuffs North Island sold as much 0% wine in the first six months of 2021 as they did in all of 2020. So, it wasn’t surprising to see the New World Wine Awards add new judging classes for 0% wine. It’s not just the hard beverage space that’s evolving though. As recipes have become more complex, soft drinks - once simply sugar-filled carbonated products based on tried and tested formulations - have evolved. Soft drinks are being used more and more for what is called “energy management” whether to enhance the fast pace of life or to slow it down. Restaurants and bars should be aware that consumers see their beverages as an experience, not just a drink. Innovation in this space will mean that more Kiwis can enjoy a beverage that meets their needs and fits in with their new health and wellbeing ethos, without compromising on quality or taste.
