FLOURISHING WITH FLAVOURS AND INGENUITY

Sue James Chairperson, Distilled Spirits Aotearoa

Globally the enjoyment of distilled spirits has had a revitalisation. Gin is cool again, rum is exciting, and whisky is adventurous. The view of spirits has now evolved to encompass both the tasting experience and the occasion – place and presentation. A long, cold, aromatic, ice-filled gin with matched tonic, dressed with signature garnishes to refresh on a hot day; a gently peated, golden-toned whisky to savour on a cold night. Straight, mixed or cocktails - spirits are versatile, complex and interesting, and undoubtedly refreshing. New Zealand has been slow to catch up but is now joining the celebration of all aspects of distilled spirits. And importantly – we are distilling our own spirits here in New Zealand to introduce to the world.

Only eight years ago, the New Zealand government identified that there was a massive untapped potential in the distilled spirits sector in New Zealand. MBIE noted that “spirits stood out” as a segment that could drive the country’s future exports, and spirits’ tourism would expand concurrently. In 2015 there were only 33 companies producing distilled spirits in New Zealand, but today this has risen to around 75 distilleries of varying scale. Approximately half these distilleries are less than four years old. The spirits industry is flourishing with distinctly New Zealand flavours and ingenuity, new products, new processes, a focus on sustainability and responsibility, and a thirst to challenge the boundaries of global thinking.

Despite this, New Zealand distillers are having an uphill battle to establish themselves in a capital intensive, initially cashflow-negative industry. New Zealand is at a disadvantage compared to other countries such as Australia and USA which stimulate their industries by providing significant tax excise relief for small distilleries.

New Zealanders love an opportunity to enjoy food, beverages and music together. Over the last two years, the concepts of Spirits Festivals have taken the New Zealand public by storm. Gindulgence launched the first of its Spirits Festivals in Christchurch in 2019, and Gincredible is following the same successful model. The festivals include tastings, distiller talks, cocktails, great local food and live entertainment, and of course picnic blankets in the sun. Regional Food and Drink events now include spirits alongside wine and beer, and Wellington is claiming the title of Cocktail Capital with Highball, the two day cocktail and spirits festival, and Wellington Cocktail Week.

New Zealand distilleries are already beginning to develop diversity and a uniquely New Zealand signature in spirits flavour and styles which is gaining international attention. Many New Zealand spirits have already won international awards, and in March this year the second NZ Spirits Awards will be held to compare and benchmark spirits available on the New Zealand market, from both local and international origins. In the 2019 Awards, New Zealand spirits won seven of 13 trophies and 41% of the awarded medals, competing directly against the top overseas imports in blind judgings. There are exciting times to come as we enter the world market – watch this space as New Zealand spirits line up to claim their place alongside the best New Zealand wines and beers.