The Shout NZ March 2022

INNOVATION AND REJUVENATION

After more than two years of ups and downs, everyone is pretty sick of the ‘c’ word. You know the one I mean. Now, more than ever, is the time for innovation in the liquor industry. Stand out, be different, think of new ways to get your product out there.

This month in The Shout NZ, we are highlighting innovation, rejuvenation and ways we can continue to assist your on- and off-premise business. You’ll find expert commentary on inflation in the off-premise (pgs 12-13), digi-branding (pg 21), launching an online liquor store (pgs 28-29) and five ways to embed bold, meaningful and sustainable practices into your brand (pg 34). Plus, we share tips on how to maintain your own wellbeing while continuing to support the mental health of your team (pg 10). We also delve into innovation in the RTD category – think caffeine, vegan and CBD oil (pgs 14-16), the rise of Asian-made spirits in New Zealand (pgs 18-20) and why you should encourage consumers to jump to the dark side and try stout and porter (pgs 30-32).

If you have any topics you’d like to see covered in The Shout NZ, please feel free to email me at ccowan@intermedianz.co.nz and don’t forget to check out www.theshout.co.nz for daily news updates. Take care out there. Cheers!

5 INDUSTRY NEWS AND INSIGHTS

10 THE RIGHT SUPPORT

11 ON

12 INFLATION – WHAT YOU NEED TO KNOW

14 READY TO BE DIFFERENT

17

PUBLISHED BY The Intermedia Group (NZ) Ltd PO Box 109 342, Newmarket, Auckland 1149

Executive Chairman

Simon Grover

Managing Director

Paul Wootton

21 DIGITAL BRAND-BUILDING: HOW TO WIN IN FOUR KEY AREAS

CGA reveals how digital touchpoints are more powerful than ever

22 SPOTLIGHT ON NZ LOCALS

Five of the best cocktail bars this country has to offer

24 SAUVIGNON BLANC

Tasting notes from Cameron Douglas MS

28 CAN I OPEN AN ONLINE LIQUOR STORE?

LegalVision's Emma Lindblom outlines the steps you’ll need to take

30 AFRAID OF THE DARK?

Why stouts and porters shouldn’t be overlooked

33 YOUR ON-PREMISE BEER GLASS GUIDE

How to showcase your craft beer offering

34 FIVE WAYS TO EMBED BOLD, MEANINGFUL AND SUSTAINABLE PRACTICES INTO YOUR BRAND

Tips from Fraser Shrimpton, Marketing Director, DB Breweries

Group Publisher Craig Hawtin-Butcher craig@intermedia.com.au

Editor Charlotte Cowan ccowan@intermedianz.co.nz

ph 021 774 080

Sales Director Wendy Steele wsteele@intermedianz.co.nz

ph 021 300 473

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The Shout NZ Editor, Charlotte Cowan

Lion temporarily closes Little Creatures brewery

Lion has temporarily closed its flagship Little Creatures restaurant and craft brewery at Auckland’s Hobsonville Point due to COVID Red light restrictions.

The brewery, eatery and bar, which opened in a converted Air Force Hanger in 2019, cost $20 million to create.

“Under Traffic Light Red, running a hospitality venue is uncertain and precarious,” said Little Creatures in a statement. “With the current rules, we simply cannot get enough people through the doors while we still have a lease to pay, staffing challenges and our costs continue to rise. We are a large venue with 750 seats and in normal times we would regularly see thousands of people through the venue over a weekend.” No reopening date for the venue was given.

In a social media post, Little Creatures said it is committed to looking after its team. “While our doors are shut, [the team is] taking the opportunity to retrain to lend a hand in Lion’s beverages warehouse fulfilling orders and operating forklifts, helping to get your favourite beverages out the door.”

Winetopia back on track

Winetopia has announced new dates in Auckland, Wellington, and Christchurch this winter. It will now take place on 20-21 May in Auckland; 1-2 July in Wellington Central; and 26-27 in Christchurch.

Each event will feature up to 60 leading wineries and approximately 250 wines to be tasted.

Visitors have an opportunity to ‘tour’ each region of the country and try all styles of wine – from Marlborough Albarino

WHAT’S ON ...OR NOT

March 19

AUCKLAND CRAFT BEER & FOOD FESTIVAL Spark Arena, Auckland

www.craftbeerfestival.co.nz/auckland/home

March 19

RIPE – THE WANAKA WINE & FOOD FESTIVAL

Cancelled – now a virtual event

March 21

WORLD VERMOUTH DAY

March 22

MARCHFEST

Cancelled

April 2

WANAKA BEER FEST

A&P Showgrounds, Wanaka www.facebook.com/WanakaBeerFestival

April 23

WHITEHAVEN GRAPERIDE

Cancelled

May 20-21

WINETOPIA

to Central Otago Pinot, Northland Chardonnay to Hawke’s Bay Syrah.

To view the first release of the wineries that will be attending the events and to book your tickets, visit www.winetopia.co.nz. A valid My Vaccine Pass is required to attend all Winetopia events.

Shed 10, Auckland www.winetopia.co.nz

May 26-29

THE CHARDONNAY AFFAIR

Gisborne www.thechardonnayaffair.co.nz

At the time of publication, all event dates were correct but are subject to change due to COVID restrictions. Please check event websites for any updates.

Entries open for the 2022 New Zealand Spirits Awards

Now in its fourth year and presented by Spirits New Zealand Inc. and Distilled Spirits Aotearoa (NZ) Inc., the NZ Spirits Awards is a celebration of spirits in New Zealand. The categories for the 2022 awards have been reworked to better reflect industry trends and now 15 trophies will be awarded in this year’s competition. Each category will be recognised with Gold, Silver, Bronze and Double-Gold medals if appropriate and the top performers are then recognised with category awards of Trophy for Best New Zealand and Trophy for Best Overall in each category. Trophies will also be awarded to winners of the New Zealand Emerging Product Award, New Zealand Packaging Design Award and an overarching New Zealand Innovation

Award. Entries close on Friday, 15 April 2022 and are open to all products that are commercially available in New Zealand at the time of NZ Spirits Awards presentation on 10th June 2022.

The 2022 trophy categories are:

Gin

• London Dry Gin

• Contemporary & Navy Strength Gin

• Flavoured and Aged Gin

Rum

• Rum

• Botanical and Spiced Rum

Whisky

• Traditional (Scotch/ Irish)

• North American (American/Canadian)

• World Whisky

Cognac

• Brandy

• Cognac

Other

• Botanical & Other Spirits

• Liqueurs

• Tequila/Agave Spirits

Vodka

• Varietal Vodka

• Flavoured and Aged Vodka

For more information and to enter your spirit, visit www.spiritsawardsnz.nz.

Lion announces new CEO

Lion has announced the appointment of Sam Fischer as CEO of the Lion Group.

Fischer joins Lion from Diageo, where he is President Asia Pacific and Global Travel, and a member of the Global Diageo Executive Committee. Prior to Diageo, he spent 15 years with Colgate-Palmolive, starting in Australia and moving on to hold senior commercial roles working across several markets in Europe and Asia. He is also currently a Non-Executive Director with the Burberry Group.

Lion Chairman Sir Rod Eddington said the company is thrilled to welcome Fischer home to Australia and to Lion. “Sam brings 30 years of global leadership experience, deep expertise in alcohol beverages and FMCG businesses and a strong track record in driving business growth,” he said. “Sam joins Lion at a pivotal time, as our industry continues to navigate the impacts of the pandemic and Lion delivers a new mid-term plan to return to sustainable growth. “His drive for performance and proven ability to lead with purpose and conviction will be invaluable as Lion enters this next chapter.”

Fischer joins Lion in July 2022, when current CEO Stuart Irvine will step down after nine years in the role. “I’d like to thank Stuart again for his continued leadership and his commitment to ensuring a smooth mid-year transition,” said Eddington.

New date for DramFest

Organisers of DramFest 2022 have announced a new date for the whisky festival which is now set to take place on 4th-5th March, 2023.

“We were of course very disappointed to have to postpone DramFest 2022, but after much consideration, we have decided on a new date,” said the organisers, Whisky Galore. “While we are a little saddened by the prospect of waiting a full year to get ‘oor wee fest’ underway, we feel it’s the most sensible date both logistically and in terms of the health and wellbeing of everyone involved.”

NZIWS 2021 trophy winners revealed

Trophies for the 2021 New Zealand International Wine Show were awarded at an industry event held in Auckland last month.

Twenty-four trophies were awarded for best in class wines, winemaker and wine company of the show.

After a delay of six months, judging was finally completed with the competition receiving 1780 entries from Australia, USA, France, Spain, Italy, Portugal, Argentina, Chile Germany, and one from Georgia.

A team of 20 senior judges awarded 265 Gold or Double Gold medals and organisers plan to hold a series of Gold medal tastings around the country, as COVID conditions permit.

The 2021 Trophy winners are:

CHAMPION WINE OF THE SHOW

Clearview Estate Reserve

Hawke's Bay Chardonnay 2020

WINE MAKER OF THE SHOW

Matt Connell – winemaker for Matt Connell Vineyard, Eight Ranges, Tiki, Three Miners and McArthur Ridge.

Trophy for Champion Pinot Gris

Askerne Pinot Gris 2021

Trophy for Champion Sauvignon Blanc

Thornbury Marlborough Sauvignon Blanc

2021

Trophy for Champion Riesling

Wairau River Estate Summer Riesling

2021

Trophy for Champion Gewürztraminer

Johanneshof Cellars Marlborough

Gewürztraminer 2021

Trophy for Champion Chardonnay

Clearview Reserve Hawke's Bay

Chardonnay 2020

Trophy for Champion Viognier

Dancing Petrel Reserve Viognier 2020

Trophy for Champion Other White Wine Varieties

d’Arenberg The Hermit Crab 2020, McLaren Vale

Trophy for Champion New Zealand

Sparkling Wine

Lindauer Vintage Series Brut Cuvée 2017

Trophy for Champion Champagne & Methode

Traditionelle

Champagne Cristian

Senez Cuvee Renoir NV

Trophy for Champion

Sweet Wine

Whitehaven

Marlborough Noble

Riesling 2021

Trophy for Champion Commercial White Wine

Delegat Crownthorpe

Terraces Chardonnay 2020

Trophy for Champion Rosé

McArthur Ridge Lilico Rosé 2021

Trophy for Champion Pinot Noir

McArthur Ridge Southern Tor Pinot Noir

2020

Trophy for Champion Merlot & Predominant Blends

Trinity Hill Hawke's Bay Merlot 2020

Trophy for Champion Cabernet

Sauvignon

Grant Burge Barossa Ink Cabernet

Sauvignon 2020

Trophy for Champion Syrah and Predominant Blends

Mudbrick Vineyard Reserve Syrah 2020

Trophy for Champion Shiraz & Predominant blends

Grant Burge Barossa Ink Shiraz 2020

Trophy for Champion International Red Wine Varieties

Tenuta Ulisse Amaranta Montepulciano

D’Abruzzo DOP 2019

Trophy for Champion New Zealand

Bordeaux Red Wine

Beach House Cabernet Malbec 2020

Trophy for Champion Commercial Red Wine

Grant Burge Barossa Ink Shiraz 2020

Trophy for Champion Fortified Wine

Gonzalez Byass Nectar Pedro Ximenez

Demand strong as $1 billion wine grape harvest gets underway

The first grapes of the 2022 vintage have been harvested, with ongoing international demand and low stock levels meaning that winemakers are hoping for a significantly larger harvest this year.

The 2021 harvest, while of exceptional quality, was 19% smaller than the previous year. This has meant that over the past 12 months' many New Zealand wineries have faced tough decisions over who they can supply in their key markets, and the ongoing increase in international demand has placed huge strain on already depleted stocks. For some wineries, there has been quite simply just not enough wine to go around.

Encouragingly, the ongoing demand for New Zealand wine has proven, once again, that the distinctive flavours, quality and sustainability of our wines increasingly resonate with consumers around the world. It is encouraging to see that during these uncertain times, consumers continue to choose a premium product they know that they can trust.

Increasing production costs and the on-going effects of COVID-19 on the border, markets, and supply chains have continued to impact the industry, and wine businesses that sell predominantly through the on-premise and tourism sectors also face significant setbacks.

Unbalanced spirits

Imagine the impact on your business if you could receive up to $350,000 cash-back every year from the tax you paid. This is the deal that Australian distillers receive in order to stimulate their local distilling industry. Australia is one of many countries where governments directly boost their own distilled spirits industries with tax relief and rebates for small businesses.

New Zealand’s distillers are seriously disadvantaged in two ways: 1. competing domestically with subsidised imports and 2. entering export markets. Yet, they command an impressive global reputation for quality, and distinctly NZ provenance, resulting in a raft of world-class award-winning boutique spirits.

The Government’s MBIE Coriolis report (2012) correctly forecast that the New Zealand spirits industry would follow the very same spirits production and consumption growth patterns seen globally. New Zealand’s new distillery numbers have increased by 360% since the report was written, with 1-2 new distilleries launching every month. Market size constraints in New Zealand have prompted most distilleries to consider export as part of their strategic planning. The Coriolis report indicates that the spirits industry will likely mirror the NZ wine industry’s phenomenal growth in the 1970s and has the capability to compete successfully with the two largest spirit exporters in the world (UK and France).

The facts are clear that resetting spirits tax rates or providing rebates can actually increase government revenue while at the same time helping a country’s spirits, tourism and hospitality sectors. Countries such as USA and Australia

Amber Silvester Communications Manager, New Zealand Winegrowers

More than 85% of New Zealand wineries and growers are small businesses, and domestically, red light restrictions on operations of hospitality businesses are a major challenge for wineries dependent on that sector. Cellar doors have been hit hard by the collapse in international tourist numbers over the past two years. Positively, we have seen more New Zealanders visiting cellar doors, but there are long, lean periods as we move out of the traditional Kiwi holiday period. Although the coming vintage is expected to be challenging, the experience of operating harvest during COVID times in both 2020 and 2021 has strengthened the industry in its resilience to respond quickly and adapt during difficult times. Our industry’s most important priority continues to be keeping our people and our communities safe during this uncertain time. We are looking forward to a harvest of excellent quality in 2022, and believe an optimistic approach and helping one another will get us through.

Sue James Chairperson, Distilled Spirits Aotearoa

started their rebate schemes as trials and quickly made them permanent. Australia introduced $30,000 rebates in July 2017 for the approximate 100 distilleries in operation. Four years and 300 additional distilleries later, the rebate as of May 2021 is now $350,000. On average, each Australian distillery receives an annual excise tax rebate of $55,000; enough to hire at least one additional staff member.

New Zealand distillers are glaringly disadvantaged on the international stage, with excise taxes slowing the growth of our industry. We are at a critical point of global exposure and brand building, and the world is moving on strongly without us. New Zealand distillers must have a future where they can secure a strong domestic foothold as they also drive export opportunities. Business growth leads to jobs and exports.

DSA has launched an Excise Relief Working Group, and has approached Hon. Stuart Nash, the Minister for Economic and Regional Development, Small Business and Tourism, to investigate options for trialling a tax rebate system and effective next steps.

People, passion and pride drive alcohol industry success

A new report by the NZ Institute of Economic Research (NZIER) highlights our industry’s significant economic contribution to New Zealand, and it’s something of which we can all be proud. It contributes $1.92 billion to GDP, pays $1.819 billion in excise tax and GST, spends $2.02 billion on local goods and services, and generates $2.09 billion in exports.

But, people and passion at the heart of the industry are the secrets to its success. The industry has become a significant employer – 1,865 beer, wine and spirits businesses employ around 10,200 people from boutique distilleries in rural areas to head offices in city centres. Another 20,900 are employed indirectly from businesses in the supply chain, from hops growers to packaging manufacturers to shipping.

Our industry connects to the hospitality industry as a supplier, which employs around 172,000 people in cafés, bars, restaurants, hotels, and events businesses. Working in a restaurant or harvesting grapes are often the first jobs where young Kiwis develop transferable skills valued by other sectors or their passion is ignited, leading to a lifelong industry career.

It’s an exciting time for our industry as we diversify our product ranges in response to changing consumer demands and trends. With change comes opportunity. We’re a dynamic industry that embraces innovation and investment

Fresh as they come

On the eve of the annual hop harvest in New Zealand, many brewers look to the Nelson/Tasman region with wide eyes in expectation of selecting from a huge variety of fresh hops to produce the wonderful piney, resiny flavours that are imparted on fresh hop beers.

There is something special about beers brewed with fresh hops. Not only do they provide a flavour profile that is unlike anything you will get any other time of year, but they provide a chance for many brewers to go to the source of these wonderful flavours and choose the varieties for themselves.

A fresh hop beer (as its name suggests) is most importantly brewed as quickly as possible after the hop cone is picked. So brewers will often go to great lengths – even chartering planes – to get their green bursts of flavour back to the brew house.

There are a number of hop growers in New Zealand but by far the largest organisation is the growers Co-operative NZ Hops. With a rich history born from 1939 with the formation of the NZ Hops Marketing Bard, which undertook all sales in both the domestic and export markets. When the industry was de-regulated in 1993, hop growers chose to merge the processing assets with the marketing arm to form a growerowned cooperative company.

Bridget MacDonald Executive Director, New Zealand Alcohol Beverages Council

in research and development to create new and make the most of opportunities.

Whatever our consumers choose to imbibe, we can take pride in producing high-quality beverage experiences using locally-sourced ingredients for Kiwis to sip and savour premium spirits, fine wines, and craft beers. The industry supports trends toward more moderate and responsible consumption. Consumer demand for no- and low-alcohol beverages also drives innovation, for example, refining viticulture practices to create lower alcohol or alcoholfree wines.

We also take great pride in our natural environment with sustainability targets driving innovation across all aspects of business, from recyclable packaging, refining manufacturing processes, zero waste initiatives, reusing by-products, and reducing water to supporting local goods and services. With people, passion and pride in our work, this industry will continue to play its part in making a positive contribution to New Zealand’s financial, environmental and social economies.

Dylan

Director,

With 27 members growing 18 registered varieties (six of which are certified organic) NZ Hops produced more than 1055 tonnes of hops in 2021, 80% of which was exported to 17 different countries. While this was down on the 2020 season, it still represents a great story for New Zealand.

We are lucky to access our own grown product to create the beers we enjoy. The story of beer in New Zealand is one of local producers, making local products from local ingredients. We should celebrate the many different people and processes it takes to create the refreshing amber liquid we love and remember it is very much a from the ground up process.

Firth Executive

Brewers Association of New Zealand

rightsupport

change is a common cause of stress and anxiety at work, especially sudden and unexpected change.

This is exactly what the COVID-19 pandemic has forced on all businesses. It’s an important part of being an employer to talk openly and honestly about wellbeing and mental health and cost-cutting in your business, such as reducing hours.

Supporting your people and treating them fairly is not just the decent thing to do. It’s required by health and safety and employment laws. Plus, it makes good business sense. Workers who feel happy and safe are more productive and more likely to represent your business in a positive light.

DO TAKE CARE OF YOUR OWN WELLBEING. YOUR HEALTH IS YOUR BUSINESS’ BIGGEST RESOURCE.

DON’T AVOID SENSITIVE CONVERSATIONS. EVERYONE KNOWS THESE ARE UNCERTAIN TIMES. RUMOURS AND SPECULATION WILL LIKELY FILL THE SPACE LEFT BY YOUR SILENCE.

BE OPEN AND HONEST

Start by thinking about what might be causing your people stress. This can include job security, personal financial worries and catching COVID-19, changes in the business, such as job cuts or a shift in focus.

The best thing you can do is to talk openly and honestly. This might be in one-on-one check-ins or in team talks, depending on the topic and any need for confidentiality. Be supportive. Remember everyone’s situation is different. It’s ok not to have all the answers. But do assure your staff you’ll give updates and share information as it comes to hand.

The aim is to help your people manage stress levels and prepare for what might be to come.

SUPPORTING WELLBEING

It helps to regularly and openly talk about wellbeing. Let everyone know it’s common to feel stress, anger or anxiety in uncertain times.

Regularly remind your people where to find support. This could be:

• regular wellbeing check-ins with you or a trusted colleague;

• advice from their union, if they belong to one;

• online wellbeing and mental health resources;

• free and confidential counselling services, such as call or text 1737. Counselling may also be available via an employee assistance programme. It’s a good idea to put wellbeing practices into place. Ask your team what will help them find balance and boost wellbeing.

TALKING ABOUT COST-CUTTING

Many businesses are having to make hard decisions about how they operate, whether it’s reducing hours, redundancies, or changing how they operate. All directly affect your employees, with the potential to affect their finances, working relationships, home life and wellbeing. Communicate clearly and often, with information that’s simple to understand, relevant and factual. Emphasise care for each other and solidarity. Don’t offer false hope or reassurance. If there’s nothing new to communicate — or you are still working out plans — let people know. Consulting with your workers helps ease the stress of uncertainty. It’s also a

IF YOU NEED TO TALK...

required part of any restructuring process or other changes to people’s employment conditions.

You might be able to offer alternative benefits or make changes that help your business and your employees. For example, it’s a good idea to review and update how you handle leave, flexible working, and health and safety. This may involve updating any written policies or procedures. This is a good opportunity to engage your staff and let them in on the behind-the-scenes operations.

You may also need to review and update your employment agreements. The online tools at business.govt.nz can assist you in building easy to understand policies and employment agreements.

For further help and advice for your business, visit www.business.govt.nz. ■

As the uncertainty of COVID-19 rages on, business.govt.nz shares how to continue to support your team, whilst taking care of your own wellbeing.

selaks Wines has a long and successful history in the New Zealand wine industry, having been established in Auckland by Marino Selak when he emigrated from Croatia in 1906. Upon arrival in New Zealand, Selak noticed that wine was in seriously short supply, so he decided to make his own – and in 1934, the first vintage of Selaks was released.

Today, Selaks Wines is a staple in the Kiwi wine industry and is currently the number one wine brand in New Zealand supermarkets*. As a wine brand, Selaks is led by consumers and aims to deliver wines that not only taste great but make shopping Selaks wines easy and enjoyable. To celebrate the origin and flavour of Selaks, the company is launching a new family of wines this April, Selaks Origins.

“This collection showcases the taste of each region and varietal,” says Selaks Winemaker, Brett Fullerton, who has been part of the Selaks extended family for 30 years. “It’s crafted for the modern palate, while paying homage to Selaks’ winemaking tradition.”

Selaks Origins takes the consumers on a visual and flavour journey, showcasing the special character of the regions in which their grapes are grown. Hawke’s Bay’s sun-drenched summers deliver full ripe summer fruit flavours to Selaks Origins’ Chardonnay, Rosé and Pinot Gris; Marlborough’s intense sunny days and cool ocean nights create big tropical fruit flavours in the Sauvignon Blanc; and the

Selaks Origins INTRODUCING

A

new family of wines from an iconic Kiwi brand.

hot Australian sun and fertile river plains ensures the range of red wines develop bold, lush, berry flavours.

“The winemaking team is committed to producing consistently elegant wines that reflect our heritage, while still appealing to today’s wine consumer and their taste,” says Fuller.

Selaks Origins includes seven varietals – Chardonnay, Pinot Gris, Sauvignon Blanc, Rosé, Shiraz, Merlot and Cabernet Sauvignon – RRP $15.99 each, and is in stores next month. ■

“SELAKS ORIGINS TAKES THE CONSUMERS ON A VISUAL AND FLAVOUR JOURNEY”

WHAT YOU NEED TO KNOW inflation

Andrew Arnold, NZ Country Manager, Shopper Intelligence, shares his insights on inflation and how retailers and suppliers can stay ahead.

Inflation. That dreaded word that we haven’t had to worry about for a very long time, and the unfortunate effects that it brings – higher prices at the supermarket, higher rents, rising interest rates, pain at the pump –seem to be here to stay for a while at least. As a result it is going to have an impact on the how, the what and the why for shoppers. What are the factors to take into account when trying to figure out what you need to do in an age of rising prices, decreased disposable income and general consumer price angst?

THE DEAL OR PRICE REASSURANCE?

We’ve been asking Kiwi shoppers about how they feel in regard to their finances compared with 12 months ago. While this question was initially about the impact of COVID on their financial status, it is certainly instructive in the new higher inflation environment. And the uneasy news is that its effectively a coin flip if shoppers are

feeling the pinch – 48% of shoppers in Traditional Liquor said that their situation was effectively unchanged (or even better) compared with the same time last year, but 48% said that things had gotten worse, some by a lot. Four per cent were unclear or unsure. So as we move into higher inflation, there are a lot of shoppers out there who have been negatively impacted by COVID and therefore will be watching their pennies more.

This makes the role of price is important to understand. Do shoppers want to be reassured on an everyday basis that the price they are paying is fair, or is this more about focusing on the deal? If everyday reassurance on price is needed, then these categories need to do just that – reassure shoppers that the price they pay is fair. That can happen through an EDLP structure, or it could be done through a very clear pricing hierarchy at shelf (i.e. Good, Better, Best). RTD gin, bourbon and brandy shoppers

Andrew Arnold, NZ Country Manager, Shopper Intelligence

With 20 years’ worth of experience in NZ FMCG, Andrew has worked in a wide variety of sales and insights roles with the likes of Red Bull, Gordon & Gotch and Energizer.

During his career he has led sales and insights teams to develop insight-led strategies that drive both retailer and category growth.

have very high needs on this. But if offers are more important to the shopper, then the promotion must be meaningful. Demonstrate the amount the shopper is saving through buying the promotion particularly if price knowledge is high, as this will show the shopper that they are making a decision that is saving them a specific amount of money. Offers are very important in RTD rum, tequila and vodka so for shoppers in these categories, show the shopper how much they are saving.

higher emphasis on price or value, and as a result isn’t overly fussed about what brand they end up buying? It goes without saying that these shoppers are more likely to be price sensitive or price aware and are highly likely to be planning to buy the best price in their chosen category. And there are quite a few of them too – 15% of all shoppers in Traditional Liquor say that they plan to buy the product that has the best price on the day they go shopping. You could be the most premium brand in the world, the best product available, but for those 15% of shoppers none of that is relevant. For vodka, brandy and Rosé wine shoppers this set of shoppers increases to over 25%, so it is important to understand that this is a significant factor in planning in those categories. On the flip side, in RTD vodka, craft beer and international beer this is quite unlikely to be the case and you don’t need to worry as much about shoppers fixated on cheap. It isn’t so much about countering this desire to plan on the cheapest price (although you can certainly try) but more about understanding that for certain categories (RTD vodka etc) this is more likely to happen and be prepared for value sales to potentially soften the longer inflation continues to be a factor. Driving more volume to offset the likelihood of the shopper hunting out the best deal is one way to go – for example, international beer is the most impulsive category in all Traditional Liquor so pushing visibility through displays will help drive that volume aspect.

examples of categories where shoppers are far more likely than the average category to be triggered to buy through a price.

But there is also the role of displays to take into account. Being triggered to buy thanks to a display is a different mindset again – the price is much less of a factor. The theatre aspect of the display, the education/information aspect, the quality messaging; all these things can have a bigger impact on the shopper than price alone. And if the price is less of a factor, then inflation is less likely to affect the purchasing habits of these shoppers. Make the most of theatre in categories such dessert wines, classic beer and RTD gin as their shoppers are highly likely to be tempted in this way.

PLANNING TO BUY THE CHEAPEST

For many shoppers, brand is king. We’ve explored that at length in previous columns so I don’t plan to relitigate that here, but it is worth saying again. But what about the shopper that places a

MAXIMISE THE CHANCE OF MAKING A PURCHASE

This impulsiveness factor is another area to be mindful of, as many categories have shoppers that are strongly influenced by price to buy something they didn’t intend to. We already know that many shoppers become more aware of price when inflation is in the air, so putting more categories in the way of shoppers that have a high degree of being bought impulsively through a price makes sense to maximise the basket. Sparkling wine, craft beer and traditional cider are strong

Inflation is unlikely to go away anytime soon, and while it will have a noticeable effect on shopper habits the opportunity is there to set up your store offers to offset any tightening of shopper spending habits. The tools are there, it’s just about putting them in the right places at the right times. ■

SHOPPER INTELLIGENCE NZ

We believe only by understanding how shoppers think and behave, can we influence what they buy. Shopper Intelligence interviews more than 45,000 shoppers in New Zealand across the Supermarket, P&C and Traditional Liquor channels in order to drive strategic shopper-led commercial decisions at retailer, category, segment and brand levels. If you want to understand your shopper better, contact Andrew Arnold, NZ Country Manager at Shopper Intelligence, at andrew.arnold@shopperintelligence.co.nz.

TAKEOUT #2 – THERE ARE A LOT OF SHOPPERS WHO PLAN TO BUY WHATEVER IS PERCEIVED AS BEING THE BEST PRICE ON THE DAY. TAKE ACTION IN CATEGORIES WHERE THIS IS MOST LIKELY TO HAPPEN.

TAKEOUT #3 – CATEGORIES WHERE PRICE IS TEMPTING FOR IMPULSIVE PURCHASE CAN HELP DRIVE VOLUME, WHILE CATEGORIES WHERE IMPULSIVE PURCHASE CAN BE DRIVEN BY DISPLAY ALONE CAN DRIVE HIGHER VALUES.

TAKEOUT #1 – IF A CATEGORY HAS HIGH IMPORTANCE ON EVERYDAY PRICE REASSURANCE, SHOPPERS NEED TO FEEL THEY ARE BEING LOOKED AFTER FROM A PRICE PERSPECTIVE EVERY TIME THEY GO IN. BUT IF THE DEAL MATTERS TO THEM, MAKE SURE IT HITS THE MARK.

different READY TO BE

ask any consumer what the most rapidly growing alcohol category and they will undoubtedly answer – RTDs. RTD volumes have been growing faster than any other liquor category since 2018, stealing share from all rival categories – especially beer. According to global liquor analysts, IWSR, RTDs are expected to significantly outperform the wider beverage alcohol market over the next five years, increasing their market share to 8% by 2025 (from about 4% share in 2020). “RTDs are still growing at higher rates than spirits, wine, and beer, signalling a major shift in consumer interest in this category across

all demographics,” says Brandy Rand, COO of the Americas at IWSR Drinks Market Analysis.

In New Zealand, the spirit-based drinks (such as RTDs) available have risen nearly 30% in volume since 2014, according to Statistics NZ, with 73.8 million litres produced in 2020. That makes the category one of the fastestgrowing sectors in the domestic alcohol market today.

Is the category getting crowded? In a word, yes. However, with many new brands putting premiumisation at the forefront, consumers are consistently attracted to the convenience, high quality ingredients and interesting flavour profiles

of incoming brands. Here we take a look at a few of the innovative RTDs being produced both locally and globally.

GOING GLUTEN-FREE

According to IWSR, premiumisation and an attitude of “less but better” is consistently driving consumers towards crafted RTD products. We’ve seen low- or no-alcohol, low-calorie, low- or no-sugar, additive-free and now, gluten-free.

In New Zealand, coeliac disease – a lifelong condition that affects the digestive system – affects approximately 1 in 100 of the general population, and thousands more are affected by gluten intolerance, which causes uncomfortable digestive

With the global RTD category continuing its meteoric rise, now is the time for innovation, writes The Shout NZ Editor Charlotte Cowan.

symptoms. According to IWSR, the rising consumer aversion to wheat and gluten has motivated many liquor producers to look for alternative alcohol sources, and in some cases, move away from malt entirely. While typically, wine and cider is glutenfree, most beer and some spirits and RTDs contain gluten, so many brewers and new-to-market RTD brands are choosing fermented cane sugar as their base alcohol, while others, like Wellington Brewery Garage Project, are exploring gluten-free grains.

Garage Project released its Dirty Water alcoholic seltzer in early 2021. Made from sorghum – a nutritionally dense whole grain that gives a higher amount of protein, iron, and numerous other vitamins

– Dirty Water is brewed, not blended like typical RTDs, making it ‘legally’ a beer. Matt Sloan, Marketing Manager at Garage Project, says Dirty Water was developed through research and experimentation. “In early 2020 we conducted research to examine FMB (flavoured malt beverage) trends in America and to ultimately understand what the hype was for 'hard seltzers' at the time,” he tells The Shout NZ. “We identified that these drinks seemed to fit into an emerging category of drinkers – people who were becoming more concerned with what they eat, what they drink, and how that makes them feel. The lure was in the drinks' attributes; the little-to-no sugar, low carbs, sub 100 calories per can, and many were gluten-free.

“Knowing we were going to produce a 'brewed' alcoholic seltzer, and not a premix (we also knew our wider competitors would be gluten-free), [we knew] it would be an advantage to offer a gluten-free option alongside other brewed seltzers.”

Sloan says all Garage Project’s ingredients, bar grain, tend to be glutenfree, so the only component to consider – other than safe cleaning practices – was the grain. “We knew we needed to find sorghum from the get-go, but the real difficulty was brewing with it, and making an end product taste great!”

And while Dirty Water is currently the only brewed gluten-free alcoholic seltzer in the New Zealand market, Sloan says there is absolutely more demand for gluten-free alcoholic drinks. “It's becoming more and more common that people are seeking out gluten-free products, whether it be for 'lifestyle' dieting, or having an intolerance,” he says.

VERY VEGAN

A 2020 study analysing data from Google Trends found that that the global popularity of veganism is at an all-time high, with New Zealand ranking fifth in the world for the number of vegans in our country at 15%. A vegan is categorised as a person who does not eat any food derived from animals and who typically does not use other animal products – this includes meat, dairy, eggs, and honey.

Many alcoholic beverages – and most RTDs – are vegan, however beverages such as cream-based or coffee-based RTDs use animal-derived products in their ingredients. According to IWSR, as more and more people eliminate animal-derived ingredients from their diets, even just for a short time, the focus on vegan drinks and cocktail ingredients is increasing too. And many liquor producers are jumping

“RTDS ARE STILL GROWING AT HIGHER RATES THAN SPIRITS, WINE, AND BEER, SIGNALLING A MAJOR SHIFT IN CONSUMER INTEREST IN THIS CATEGORY ACROSS ALL DEMOGRAPHICS.” BRANDY RAND, IWSR.

Garage Project’s Dirty Water

on board. Premium Kiwi RTD brands such as Alice Hard Brewed Tea, Clean Collective, Robin Hood, Finery and Pals boast products that are both vegan and gluten-free in order to capitalise on the consumer focussed on health and wellness.

CAFFEINE HIT

Globally, coffee culture is growing, with RTD launches and hybrids all pushing the category forward with many brands tapping into the popularity of cold brew coffee. According to IWSR, hard coffee falls into two camps: cold brew hard coffee and the more indulgent creamy hard coffee. These RTDs offer caffeine plus alcohol, something which post COVID-induced stress, has grown in popularity. In New Zealand, while alcohol-free cold brewed coffee RTDs are popular, hard coffee is still a fledgling category. However, RTD coffee cocktails have taken off, with brands such as Curatif, Kahlua, Batched and Good George all producing ready-made canned or bottled espresso martinis made used cold brewed coffee. Curatif, an Australian brand, launched its espresso martini offering in 2019, combining Seven Seeds Coffee with Archie Rose Original Vodka.

“The rise of the RTD cocktail emerged from lockdowns when consumer habits were changed forever,” says Jordan Ashleigh, Brand Manager Australia & New Zealand for Proof & Company, which distributes Curatif. “With the on-premise closed, consumers started desiring the on-premise experience from their lounges. Consumers became explorative, prompting to try their favourite on-premise cocktails at home. Then, perhaps their favourite cocktails required too many ingredients that would only collect dust, or trying to source all the right equipment proved difficult – enter this new wave of improved, premium quality and wide variety of RTDs.”

Ashleigh says coffee is engrained in people’s daily habits and coffee-based RTDs are here to stay. “Café culture continues to grow,” she says. “It’s deepseeded into our daily behaviours, as fuel for the day, an indulgence and a social experience. We can enjoy coffee of different blends or single origins, washed or unwashed, and from a variety of provenances, and now in different formats. Coffee is an obsession that we love in all shapes and forms and won’t go away.”

IWSR says as demand for quality cocktails at home, or on-the-go increases, the category offers significant opportunities. “As interest in cocktails has grown in recent years, consumers clearly want to be able to enjoy well-crafted drinks in settings beyond the classic cocktail bar.” And globally, the RTD cocktail category is growing in parallel with other categories, such as hard seltzers. “No doubt bolstered by the booming craft spirits market. It seems inevitable that we’ll continue to see more interesting launches in future.”

PUTTING CBD INTO RTDS

The production of beverages containing CBD (or cannabidiol – a chemical compound found in cannabis plants) has been steadily climbing over the past five years, specifically in the US, where the segment currently holds the largest volume share of the alcoholadjacent drinks. According to consumer. org.nz, there is some clinical evidence that CBD, by itself, may be effective in treating epilepsy, psychosis, anxiety, and movement disorders such as multiple sclerosis but you can’t get high on CBD products as the tetrahydrocannabinol (THC) – the compound in cannabis that delivers the high – is low.

Global liquor analysts, IWSR, reports that craft breweries in the US were the first movers in the beverage space to tap into the CBD segment, with many breweries coming to market with alcohol-free CBD

IWSR’S SEVEN RTD SUB-CATEGORIES:

• Cocktails/long drinks: Drinks that reflect both well-known cocktails (Mojito, Negroni, Mule, Cosmopolitan) and common mixed drinks containing a base spirit and a non-alcoholic mixer (for example, gin & tonic or vodka & soda), where the base alcohol is clearly identified

• Hard seltzers: Composed of a blend of carbonated water and alcohol, in some cases with added fruit flavour, and typically malt-based but can also be wine- or spirit-based. In contrast to long drinks, the alcohol is not defined.

• Hard coffees: Alcoholic drinks which can be cold brew or creamy hard coffee.

• Hard teas: Alcoholic tea drinks.

• Hard kombuchas: Made with sweetened black or green tea, fermented, and then often blended with natural juice.

• Wine spritzers/coolers: Drinks which mix wine with carbonated water or sodas, or fruit juices.

• Flavoured Alcoholic Beverages (FABs): This subcategory covers all other RTDs, including the likes of Smirnoff Ice and Bacardi Breezers, as well as local brands.

seltzers with varying flavours and CBD levels. “The functional or mood element is a new way of meeting the needs of stressed-out consumers – it’s about how beverages make you feel,” says IWSR’s ‘Growth of CBD and Alcohol-Adjacent Drinks’ analysis. “Product innovation will be focused on discovering which naturally produced ingredients can be leveraged to produce mood-altering effects similar to alcohol, while still offering an appealing taste profile.”

In New Zealand, CBD products are classified as prescription medicines, so you need a prescription from your doctor in order to legally consume it. Personal imports of medicinal cannabis products are also not allowed and in late 2020, New Zealand voted 'no' to legalising cannabis in a binding referendum, so CBD-based beverages are unlikely to be hitting our shores any time soon. But watch this space.

All signs point to a continuation of the better-for-me RTD trend this year, as increasing consumer interest in health, wellness and mindfulness is shaping the beverage industry. Expect more innovation, more flavour and more premium RTDs in the alcohol category as liquor producers are determined to ensure there really is something for everybody. ■

Curatif Archie Rose Espresso Martini

CBD oil is the latest RTD addition overseas

SCAPEGRACE VODKA

UNCOMMON

Scapegrace Uncommon Vodka is a limited edition release, available to market every six months. Each edition highlights rare and uncommon craft vodka variants and only 2,500 of each variety will be available, with every bottle having a unique number and allocation. This season’s release features two varietals; Yuzu Lemon and Umeshu Plum, crafted from the fruit of local producers Neville & Junko Chun from Horowhenua, who are pioneers in the cultivation of authentic Japanese Yuzu Lemon and Umeshu Plums in New Zealand.

RRP $69.99 (700ml 41.6% ABV) www.scapegracedistillery.com

SCAPEGRACE VODKA RTDS

Scapegrace RTDs are continuing to make waves with their award-winning selection. The premium distilled, handcrafted vodka RTDs are perfectly balanced with seasonal fruit flavours, including Red Delicious Apple & Pear, Hawke’s Bay Lime & Soda and Pomegranate & Black Doris Plum. Scapegrace RTDs are authentic and made from quality ingredients, showcasing to the world that you don't need to compromise on quality for convenience.

RRP $29.99 (5% ABV, 330ml can 10-pack)

www.scapegracedistillery.com

onshow

This month’s must-try classics and new releases.

GIESEN 0% RIESLING

With the growth of the low- and no-alcohol category globally, it was only natural for Giesen to introduce a 0% alcohol Riesling wine to the Giesen 0% range. Using their very own advanced spinning cone technology to remove the alcohol from their full-strength Riesling through gentle distillation, Giesen captures the freshness and quality of Giesen Estate Riesling – with 70% less calories. Giesen 0% Riesling has aromas of lime, citrus blossom and elderflower, with a palate full of mandarin and zingy lime. It’s lively with the perfect balance of sweetness and crispness.

RRP $18.99

Contact: (03) 344 6270

www.giesen.co.nz

GIESEN 0% MERLOT

Giesen has launched New Zealand’s first alcohol-removed red wine – Giesen 0% Merlot. A delicious red wine, with all the flavour and structure you’d expect from a Merlot, but without the alcohol, Giesen 0% Merlot also has 70% less calories than a 12.5% ABV red wine. This light and refreshing red has delicate aromas of crushed blackberry and wild herbs, with plum offset by toasted oak on the palate.

RRP $18.99

Contact: (03) 344 6270 www.giesen.co.nz

STEINLAGER ZERO 0.0%

Steinlager has launched New Zealand’s first double zero beer, meaning Kiwis can enjoy the taste of traditional Steinlager without worrying about the alcohol content or carbon footprint. Steinlager Zero delivers a full flavour that is perfectly balanced with a dry, tangy finish and the crisp, clean bitterness that Steinlager drinkers know and love.

RRP $21.99 (12-pack)

Contact: (09) 347 2000

www.lionco.com

asiaMADE IN

Bartenders around the world are increasingly adding spirits made in Asian countries to their drinks lists and finding ways to mix them into new and innovative cocktails. Spirits expert Tash McGill shares her guide to the flavours and uses of Asian spirits in New Zealand.

soju, shōchū and baijiu have been popular for centuries in their countries of origin, while spirits like sake have become popular globally. Now the trend is turning as geographical boundaries fall and producers around the world are turning their hand to making and using a variety of traditional spirits outside of China, Japan, Korea and other Asian countries.

The growth is two-fold: consumers have become explorers of new flavours and drinking experiences and the appeal of

international markets that demand premium prices such as China, Hong Kong and Singapore have spurred producers around the globe to explore products that appeal to the market.

There has been a long history of Asian distilleries producing versions of more traditionally Western spirits such as whisky (Japan), gin (Japan, Vietnam, Singapore and India) and even rum (Indonesia and the Philippines). Now producers outside of Asia are releasing their versions of spirits like baijiu and shōchū.

Tash McGill is a spirits and hospitality writer who regularly hosts tastings and education classes for those wanting to know more about spirits and their uses – from cocktails to culinary food matches. She has been in the spirits and cocktail industry for more than 10 years, writing, tasting and judging competitions.

LET’S TALK ABOUT BAIJU

Traditionally, baiju is distilled from fermented sorghum, while southeastern Chinese styles also use rice in the ferment. Similar to Korean Soju or Japanese shōchū, baiju is a clear spirit but typically has a much higher alcohol percentage (35-60% ABV). It’s comparable to other new make grain spirits (that might be matured into whisky) for flavour, texture and body and is extremely potent.

In 2021, New Zealandmade Taizi took home medals at the NZ Spirits Awards for its version of baiju, reportedly the first baiju to be made outside of China. Taizi is made using a combination of sorghum and wheat before being distilled in a copper pot still.

Traditionally baiju is consumed at room temperature, in small vessels and with food, as part of a meal. Baiju is the largest selling spirit in the world by total volume with the brand Moutai known as China’s ‘national liquor’ – but the prize for best-selling individual spirit brand in the world goes to Jinro Soju.

SO MUCH TIME FOR SOJU

Soju is a Korean spirit made from rice and loosely translates to ‘burned liquor’. While the initial process is similar to Japanese sake, soju is distilled after fermentation. Largely responsible for much of Korean drinking culture, it is generally lower in alcohol than vodka but with much more flavour with much of the sweeter, creamier, fruity notes that can come from rice-based distillate. While soju is traditionally made from rice, it can also be made from wheat or barley and modern producers have explored alternate sources of starch like potato and sweet potato.

The history of soju features a number of changes to definition over the years. It can be sweetened or diluted, making it a lower alcohol option with some products available as low as 17% ABV. When it comes to etiquette, the traditional guideline is that the youngest person in the group serves the elders, whether by age or hierarchy in professional contexts.

SHŌCHŪ IS A SURE THING

Not to be confused with soju, shōchū also means ‘burned liquor’ which refers to the

heat of distillation. And while this Japanese beverage is typically distilled from rice, it can also be made from barley, sweet potatoes, buckwheat (soba) or brown sugar. Fruit or grain that has been allowed to germinate may not be used to make shōchū, making it distinct from brandy or malt whisky.

Usually containing 25% ABV, shōchū is weaker than other spirits like baiju but stronger than sake or wine. You can also find shōchū that has been distilled multiple times producing a cleaner spirit with a higher abv, typically to be used in mixed drinks. Shōchū is less sweet than sake or rice wines with a slightly nuttier flavour.

Shōchū specialty bars exploded in Japan and in other international markets, including Fukuko in Auckland’s Britomart, in the early 2010s. Infused and redistilled shōchū featuring fruit, herb, spice flavours make for excellent cocktail ingredients and a playful way to explore unique spirits. Mixed with teas, hot or cold water or replacing base spirits in

traditional cocktails, shōchū can stand alone or match with food effortlessly in hundreds of combinations, making it an endless exploration for bartenders and consumers.

It’s important to note here that while there are base ingredients in common and even some flavour profiles, there is a large amount of regulation – particularly driven by larger export markets like the US – dictating strict requirements around production, alcohol volumes, dilution, strength and methodology that make each of these spirits unique from both a flavour, production and category perspective.

FOR SAKE’S SAKE

Perhaps no spirit category best illustrates the importance of specific production regulation and methodology than sake. There are six primary types of sake, determined by method of production. Sake production is some of the most complicated to navigate – under each of those main types of sake, each region, brewer and core ingredients and cultures has unique properties that result in a broad range of flavours and complexities. Initially, sake might be considered light and delicate, but a little time spent

“BAIJU IS THE LARGEST SELLING SPIRIT IN THE WORLD BY TOTAL VOLUME WITH THE BRAND MOUTAI KNOWN AS CHINA’S ‘NATIONAL LIQUOR’.”

Taizi New Zealand Baijiu

between the varieties shows the complexity of flavours and food matches that are possible.

Sake is best approached in the same way you might a line-up of whisky or gin – in general there are sweet, floral and fruity base notes, but each has unique characteristics. That sometimes warm, funky aroma of sake comes from koji mold, a critical ingredient of the fermentation process that helps bring out the sweetness that can be found in every sake.

EAST MEETS WEST

Kyoto Distillery was one of the pioneers of Japanese gin, producing Ki No Bi from Japan’s first dedicated gin distillery which opened in 2016. There has been a long history of Japanese distilleries making Western style spirits – whisky perhaps amongst the longest standing, although Kyoto Distillery says it will remain Japan’s first dedicated gin distillery with no plans to release whisky or vodka. Instead, it will continue its expansion of the range with a 29.5% ABV sloe gin, called Ki No Bai, made with plums. This promises to be an explosion of flavour and a mixing of worlds for those familiar with umeshu (plum wine).

Umeshu is made from soaking green or unripe Japanese plums in shochu and sugar. Sweet and sour, umeshu can be served warm, cold or at room temperature and mixes well with green tea and cocktails and like many Japanese spirits, complements the savoury nature of many food matches. A umeshuinspired sloe gin sounds like a mouth-watering addition to a range that already includes a green tea gin.

JAPANESE WHISKY

Japanese whisky has been growing in popularity since the first stills were built by Masataka Taketsuru. After building the first whisky distillery in Japan for Suntory, Taketsuru founded Nikka Whisky and is known as the father of Japanese whisky.

Nikka Whisky has been known for superb blending and mastery of flavour profiles – both producing their own whisky and blending expertly with a range of world whiskies. After the recent announcement of new Japanese whisky guidelines clarifying what can be defined as Japanese whisky, Nikka have stated they will continue to release their range of blended whisky ‘From the Barrel’ which contains Scotch, Japanese and North American whisky. It’s a positive step in transparency for the industry, without diminishing the artform that blending malt whisky truly is, equal to the craft of single malt selection. In addition to the blended malts, Nikka have two distilleries, each producing distinct malt styles. Miyagikyo is a softer, less peaty style in comparison to its sister distillery, Yoichi. Yoichi was built on the coast of Hokkaido because of how it resembles the climate of Scotland. It produces an earthier, smokier malt. Nikka uses sherry casks and other components of traditional Scotch whisky in their single distillery releases. Japanese whisky, including Nikka whisky, continues to be in high demand and limited supply. ■

Umeshu – plum wine

Kyoto Distiller’s Ki No Bi gin

Nikka Whisky

DIGITAL BRAND-BUILDING: HOW TO WIN IN FOUR KEY AREAS

It’s also important to respond quickly to all feedback – especially bad reviews. Nearly half (46%) of consumers think a venue can remedy a negative review by responding in a respectful and appropriate way, while a third (34%) think taking action or providing compensation can achieve the same result.

3 GOOGLE

Google dominates many key points of customers’ journeys through brands now. Consumers often use it as an alternative to websites for practical information, as do those who want to get quick star ratings rather than fuller reviews: more than two in five (43%) use the search engine to find ratings, putting it 10 percentage points clear of TripAdvisor (33%).

With the events of the past two years transforming the way businesses and individuals use technology to interact, research from on-premise measurement, research and insight company, CGA, shows that the digital touchpoints in people’s brand experiences are more powerful than ever.

new research into the importance of digital reputation explores how hospitality brands can improve their image. Here’s what the experts from CGA and RXM company Reputation have to say about four of the most important channels for brand-building… 1 WEBSITES

Brands’ own websites are the crucial first touchpoint for consumers researching venues. They are where people go to find practical information: nearly three quarters (72%) of those looking for menus do so on a venue’s website, and nearly as many head there to check prices (69%) and opening hours (63%). With COVID-19 still at the front of many people’s minds, they are also important in reassuring visitors about safety and hygiene measures.

Poorly maintained websites can creative negative impressions of brands from an early stage. The research from CGA and Reputation found that more than a third (36%) of consumers have been frustrated

by being unable to find the information they are looking for on a venue’s website before a visit, and nearly as many have been frustrated by information like opening hours being out of date (30%), or by a lack of response to an online enquiry (28%).

REVIEW PLATFORMS

2

After visiting websites, consumers often turn to review platforms for the next stage of research. Nearly half (48%) do so on TripAdvisor, which makes it the most important review channel by some distance. Young adults are particularly active here, and more than a third (38%) of 18- to 34-year-olds say they write a review every time or most times they eat or drink out.

On all review websites, recency matters. Well over a third (38%) consider a review to be accurate if it has been written in the last month, while three months is the limit for nearly as many (33%). This shows the importance of driving review volume to keep them relevant to consumers – which means positively encouraging guests to leave them.

This makes it crucial to do everything possible to optimise Google search results, especially by staying on top of Google My Business details. Making regular updates to the information, even if there isn’t much to change, can help: Reputation research suggests it can make brands nearly three times more likely to be reputable, and increase views across search and maps by up to 500%.

4 SOCIAL MEDIA

Social media has moved to the heart of brand promotion and recommendation, especially among young adults. More than two in five (43%) 18- to 34-year olds say they would recommend a venue to others through their social media accounts, while well over half (59%) say they are much more likely to visit a venue if they see someone they know post about it.

As with review platforms, it is important to address any negative comments on social media, and to take discussions offline if at all possible. It’s also worth setting up key word alerts for serious complaints on social media feeds, so that brand owners can de-escalate problems before they damage a brand.

The exclusive research from CGA and Reputation was based on a survey of 2,000 nationally representative consumers. For more about the research and its insights into how brands can improve their digital reputations, visit www.cgastrategy.com ■

SPOTLIGHT ON NZ LOCALS: cocktail

bars

As the hospitality industry continues its recovery from extended lockdowns, The Shout NZ is dedicated to supporting Kiwi locals. This month we’re exploring New Zealand’s best spots to sip on a spectacular cocktail.

AUCKLAND: CARETAKER

Caretaker is a dimly lit working class bar in Central Auckland with friendly staff, ’70s rock ’n’ roll and delicious drinks. A place where everyone feels comfortable and welcome to come as they are, the staff at Caretaker is dedicated to helping people understand more about what they like, so that they can have better cocktail experiences. Owners Heather and Alastair hire bartenders based on personality above all else, knowing that they can teach anyone to make a good drink but to teach someone to be kind and friendly is much harder.

Signature cocktail: They don't have one signature drink but a great option is the Dazed and Confused – Mezcal, fresh grapefruit, fresh lime, agave, topped with IPA. Number one must-have behind the bar: Quality ice. Ice is the most over looked ingredient and bad ice is the quickest way to ruin a drink, they say.

AUCKLAND:

Delivering a dose of historic charm and originality to the Ponsonby bar scene, Est 1901 has been transformed into a version of its original self; a Victorian-era shop, parlour, and washhouse. With turn-of-the-century furniture, furnishings and art, it’s like walking into the year 1901 where people worked and lived more than 120 years ago. An imaginative cocktail menu – honouring the original owner of the building, Miss Irvine – and fantastic staff help customers feel transported from everyday life.

Signature cocktail: Miss Irvine – a sweet crème de cacao and white chocolate liqueur dessert drink. Number one must-have behind the bar: High quality ingredients, from the alcohol to the mixers and the garnish.

EST 1901

QUEENSTOWN: LITTLE BLACKWOOD

A classic yet hip cocktail bar sitting perched on the famous Steamer Wharf, on the waters’ edge of Queenstown’s Lake Wakatipu, Little Blackwood is the place to take in the stunning vistas or settle in by our roaring fire and let some of New Zealand’s best live musicians entertain you. With a team that is always looking to create that a ‘wow’ moment with all guests, Little Blackwood always puts hospitality first. Signature cocktail: The range of Espresso Martinis –currently there are five variations on the menu. Try a ‘Salty Nuts’, you won’t be disappointed!

Number one must-have behind the bar: Creativity. This is more important than any bar tool or liqueur.

NELSON: KISMET

With a warm, ambient atmosphere and intimate spaces for lounging Nelson’s Kismet is a home away from home – with a really good liquor cabinet! With a show-stopping whisky selection and a team that lives and breathes what they do, Kismet is the perfect balance of incredible service, knowledge and heart.

Signature cocktail: Nelson's Blood – classic Speyside Whisky, blood orange liquor, lime juice, house made grapefruit shrub and cranberry juice.

Number one must-have behind the bar: Fernet Branca

WELLINGTON: CRUMPET

From the outside, Crumpet it looks like an eccentric, cosy cocktail bar with beautiful décor, and upon entry, you immediately feel at home. With a menu changes that each month, highlighting two new ingredients, the house-made ingredients used in their cocktails include sodas, spiced olives, compote, chutney and evolving list of seasonal liqueurs. It's a warm, homely feeling of staycation at Crumpet – a local getaway where you can sip Negronis and have a read through some of the many cocktail books on the shelf.

Signature cocktail: Favourites include the Negroni (and variants), Champs-Élyées, Naked and Famous, Vieux Carré, Eastside and of course a decadent martini made with their very own Crumpet Gin. Number one must-have behind the bar: Chartreuse, Absinthe, over proof Jamaican rum (‘Uncle Wray’) and, of course, a tasty pale ale from a local brewery.

sauvignon blanc

I’ve been travelling around New Zealand vineyards quite a bit recently, chatting with wine makers, cellar door staff and marketers. The messages about sauvignon blanc are the similar wherever I go: ‘We cannot grow enough… demand is outstripping supply… exports are up’. Sauvignon Blanc drinkers love what we do with the variety. Fans of our most distinctive wine, drinkers from within and outside New Zealand, cannot get enough of our most important variety. Not only does Sauvignon Blanc have a recognisable beat and rhythm about it, a loud and sustained bouquet, a core of energy on the palate, sting of acidity, sweet green herbs and core of fruit, it also has a powerful New Zealand story behind it.

Year on year more SB vines are planted. In 2021, nearly 200 more hectares were added – bringing the total to 25,326. Rumour has it that another 540 hectares will be planted in the Marlborough region over the next few seasons –this is from just one producer, not all SB, but you can rest assured it will be a sizable part of the development. In 2021, a total of 268,079 tonnes of SB were harvested which accounts for nearly 73% of the total for the season. Marlborough, Hawke’s Bay and Gisborne account for most of these harvest figures.

Sustainability and research are behind a lot of the successes of Sauvignon Blanc with continuous work in the vineyards and research into how to combat the effects of climate change, maintaining soil health, refining canopy management and optimal ripeness for harvest windows is ongoing.

While some Sauvignon Blanc is made in generic styles, and these wines sell well, there are regional differences along with a focus on texture, use of lees resting for extended periods and neutral barrel measures delivering some fascinating expressions. Many of the 2019s are still drinking extremely well, the 2020s are just coming into focus and the 2021s are so far looking outstanding overall.

BY CAMERON DOUGLAS MS

Cameron

Douglas is New Zealand’s first and only Master Sommelier. An experienced wine writer, commentator, judge, reviewer, presenter and consultant, he is the Beverage Director & Group Sommelier for Rodd & Gunn and is Patron of the New Zealand Sommeliers and Wine Professionals Association. Formerly academically in charge of the Wine and Beverage at AUT in Auckland, Douglas has also consulted to a variety of establishments, taking care of their wine lists, wine and food pairings, and staff training matters and he currently serves on the Board of Directors for the Court of Master Sommeliers Americas.

1 AOTEA BY THE SEIFRIED FAMILY NELSON

SAUVIGNON BLANC 2021

A sophisticated bouquet with aromas of fresh white fleshed fruits, Meyer lemon and pear, sage and fresh green herbs, lees and texture, fine chalky mouthfeel, a core of fruit and refreshing acid line with a light saline lick on the finish. Delicious and well made with a lengthy finish. Best drinking from 2021 through 2027+.

Points 95

RRP $29.00

Distributor: Seifried Estate

Phone: (03) 544 5599 www.seifried.co.nz

2 ASTROLABE KĒKERENGŪ COAST SAUVIGNON BLANC 2021

An excellent bouquet with complexity, a savoury herbaceous quality and fresh fruit aromas of citrus, peach and apple then a saline coastal air quality. Equally impressive on the palate, youthful and taut with contrasting core fruit flavours and acidity for crunch and freshness. A savoury dried herb quality layers on for length and finish. Best drinking from late 2022 through 2027+.

Points 95

RRP $30.00

Distributor: Astrolabe Wines Phone: (03) 577 6794 www.astrolabewines.co.nz

3 ASTROLABE TAIHOA MARLBOROUGH

SAUVIGNON BLANC 2020

Complex and mineral, aromas of barrel spices and a core of orchard fruits, leesy, nutty and rich in character. A great palate weight and mouthfeel accentuated with acidity and fine tannins, a core of fruit with citrus and baked apple flavours. Delicious, fresh, complex and lengthy. Drinking well now and through 2026.

Points 95

RRP $37.00

Distributor: Astrolabe Wines Phone: (03) 577 6794 www.astrolabewines.co.nz

4 DOMAIN ROAD VINEYARD CENTRAL OTAGO

SAUVIGNON BLANC 2021

A complex and intriguing bouquet with aromas and flavours of fresh Meyer lemon and apple, white fleshed stone fruits and a fine lees layer folds in suggestions of spice and baked goods. Delicious on the palate with a excellent balance between texture and flavours, acidity and weight. Flavours of citrus and hay, tree and green herbs. Great drinking from 2022 through 2027.

Points 95

RRP $24.00

Distributor: Co Pilot Distributors

Phone: (027) 297 0137 www.domainroad.co.nz

5 GREYWACKE MARLBOROUGH

SAUVIGNON BLANC 2021

Complex and varietal, sophisticated, a little bit wild, but overall an enticing bouquet. Aromas and flavours of lemon and tart gooseberry, peach and fresh green herbs. Highly textured with a mix of fine chalky mineral qualities and a fine lees complexity accentuated by acidity and a tout youthful mouthfeel. Best drinking from 2022 through 2027+.

Points 95

RRP $30.00

Distributor: Negociants NZ Ltd Phone: (0800) 634 624 www.greywacke.com

6 SEIFRIED NELSON

SAUVIGNON BLANC 2021

Complex, fresh, varietal and pungent. Aromas and flavours of apples and lemongrass, white nectarine and fresh herbs. A vibrant and lively and lemongrass, white nectarine and fresh herbs. A vibrant and lively texture with a youthful acid line and core of minerality. Refreshing lengthy finish, well made and quite delicious. Best drinking from 2021 through 2026.

Points 95

RRP $20.00

Distributor: Seifried Estate

Phone: (03) 544 5599 www.seifried.co.nz

7 YEALANDS ESTATE SINGLE VINEYARD MARLBOROUGH

SAUVIGNON BLANC 2021

An enticing bouquet with layers of aromas from sweet fresh citrus to salty air, fresh apple and gooseberry to a fine savoury seam. Complex, youthful and varietal. Vibrant and lively on the palate with a back bone of acidity, contrasting core of fruits, citrus and savoury, tropical and herbaceous. There's a saline salivating effect that coats the palate in minerality, flavour and texture. Great drinking from 2022 through 2026.

Points 95

RRP $26.95

Distributor: Yealands Wine Group Phone: (03) 575 7618

www.yealands.co.nz

8 YEALANDS RESERVE MARLBOROUGH

SAUVIGNON BLANC 2021

A refined and complex bouquet with aromas and flavours of mineral and fresh herbs, white peach and sweet grapefruit, apple and fresh cape

tasting notes

gooseberry. A fine satin texture with a core of fruit flavours that reflect the bouquet, contrasting acid-line and a seam of minerality throughout. Delicious, fresh, fruity and ready. best drinking from 2022 through 2025+.

Points 95

RRP $19.95

Distributor: Yealands Wine Group Phone: (03) 575 7618 www.yealands.co.nz

9 NAUTILUS MARLBOROUGH SAUVIGNON BLANC 2021

Distinctive and varietal, a core of fruit with aromas of green apple and Meyer lemon, fresh white peach and dried sage, tropical fruit highlights and a fresh mineral seam throughout the bouquet. Salivating as the wine touches the palate with a saline acidity then flavours of fresh citrus, tree and tropical fruits, fresh herbs and stony mineral layers. A silky mouthfeel and lengthy fruit-filled finish. An excellent example, perfect as an aperitif of with fresh shellfish. Best drinking from 2021 through 2025.

Points 95

RRP $25.00

Distributor: Negociants NZ Phone: (0800) 634 624

www.nautilusestate.com

10 ASTROLABE MARLBOROUGH

SAUVIGNON BLANC 2021

A bouquet that ticks all the boxes of variety and region, a core of fruit that suggests as much citrus as it does tropical. Herbaceous and new, salty and mineral. Delicious, fresh, herbaceous and fruity on the palate with a core of citrus and peach then mineral. Acidity and salty qualities add mouthfeel to a lengthy finish. Great drinking from 2022 through 2025.

Points 94

RRP $28.00

Distributor: Astrolabe Wines Phone: (03) 577 6794

www.astrolabewines.co.nz

11 HUIA MARLBOROUGH

SAUVIGNON BLANC 2021

A pungent yet smooth almost elegant bouquet, layers of fresh fruits and minerality, white peach and lemon, red apple, fresh basil, sage and green bell-pepper. Delicious on the palate, quite powerful and highly textured, salty and salivating with flavours that mirror the bouquet. Great drinking from mid to late 2022 through 2027.

Points 94

RRP $33.00

Distributor: Huia Vineyards Ltd Phone: (03) 572 8326

www.huiavineyards.com

12 JOHANNESHOF CELLARS MARLBOROUGH SAUVIGNON BLANC 2021

Fragrant and mineral, floral and distinctive. Aromas and flavours of fresh gooseberry, nettles and white spices. A silk texture as the wine touches the palate is immediately contrasted by a core of fruits and gently salivating acid line. A lees quality adds texture and complexity. Delicious wine ready to drink from 2022 through 2025+.

Points 94

RRP $25.90

Distributor: Co Pilot Distributors

Phone: (027) 297 0137 www.johanneshof.co.nz

13 SPY VALLEY MARLBOROUGH SAUVIGNON BLANC 2021

Peaches and tropical fruits, sweet lemon and polished river stone flinty quality. Refreshing, youthful and inviting. Flavours coat the palate accentuated by a fine lees and mineral quality, a core of flavour and acidity drive. Balanced, refreshing and well made. Great drinking from 2022 through 2025.

Points 94

RRP $21.99

Distributor: Red + White Cellar Phone: (09) 376 0760 www.redwhitecellar.co.nz

14 WAIRAU RIVER RESERVE SAUVIGNON BLANC 2021

A powerful bouquet with pungent aromas of fresh herbs and apple, mango and peach, sage and passionfruit, oyster shells and crushed rock mineral qualities. On the palate – salivating and fruity, flavours of tropical fruits, apple and citrus invade the senses quickly. Flavours of peach and tangerine, sage and fresh apple follow. A delicious wine, balanced and ready with a lengthy finish. Great drinking from 2022 through 2025+.

Points 94

RRP: $30.00

Distributor: Federal Merchants Phone: (09) 578 1823 www.wairauriverwines.com

15 CHURCH ROAD GRAND RESERVE HAWKE’S BAY

SAUVIGNON BLANC 2019

A powerful and distinctive bouquet of toasty wood spices and nutty lees complexity then roasted stone fruits and baked lemon peel scents. A weighty satin cream texture with a core of flavours that reflect the bouquet, a nutty quality, fine tannins, decent acid line and lengthy finish. Best drinking from 2021 through 2025.

Points 93

RRP: $33.99

Distributor: Pernod Ricard Winemakers NZ

Phone: (0800) 655 550 www.church-road.com

16 PENCARROW MARTINBOROUGH

SAUVIGNON BLANC 2021

Pungent, vibrant varietal with piercing aromas of fresh green apple, lemon and lime. Minerality is accentuated with aromas of white flowers and a silty wet stone quality. Equally intense on the palate with a vibrant crisp texture, flavours that mirror the bouquet along with a fresh herb and lightweight tropical fruits finish. Great drinking from 2022 through 2025.

Points 93

RRP $23.00

Distributor: Negociants NZ

Phone: (0800) 634 624

www.palliser.co.nz

17 OPAWA MARLBOROUGH

SAUVIGNON BLANC 2021

Distinctive, classic and enticing aromas of tropical fruits and fresh green herbs, apple, pear and stewed tree fruits. Lifted, fresh and enticing. Salivating, very crisp, refreshing and just dry on the palate. Flavours of tropical fruits and apple along with a stony mineral quality adds to a length, balanced and delicious finish. Great drinking from today and through 2023.

Points 93

RRP $23.00

Distributor: Negociants NZ

Phone: (0800) 634 624

www.opawawine.com

18 PAROA BAY NORTHLAND

SAUVIGNON BLANC 2021

Aromas of fresh white fleshed fruits, citrus, a fine lees core and sense of place with a mineral white clay quality. The sense of place continues on the palate with flavours of apple and white clay, lemon and lime leaf, there's a light saline quality pushed along by acidity and gently warming alcohol. Balanced and well made, satin texture and quietly spoken herbaceous finish. Best drinking from 2022 through 2025.

Points 92

RRP $30.00

Distributor: Paroa Bay

Phone: (021) 034 5212

www.thelindisgroup.com

19 SATELLITE MARLBOROUGH

SAUVIGNON BLANC 2021

Classic bouquet of tropical fruits and fresh green herbs, white peach and moments of grapefruit and apple. A satin texture as the wine touches the palate followed by fresh tree and tropical fruits with a citrus and herbaceous palate grab on the finish. Balanced, well made and ready to drink from 2021 through 2023.

Points 91

RRP $16.99

Distributor: Red + White Cellar

Phone: (09) 376 0760

www.redwhitecellar.co.nz

Best Of The Rest - Reds

online CAN I OPEN AN LIQUOR STORE?

starting an online business can be a very successful venture. However, the product you sell will determine how you go about this process and the wide range of regulations that may apply to you. Notably, online liquor stores are becoming more popular as people are increasingly using online delivery services. However, since this is a highly regulated industry, you must comply with New Zealand’s laws if you wish to open an online liquor store.

GETTING A LIQUOR LICENCE

To sell alcohol in New Zealand legally, you need to have a valid liquor licence. This certification ensures you sell alcohol responsibly and safely in accordance with the law. There are different kinds of licences, and the kind you need will

With continuing uncertainty surrounding new COVID variants, now is the time to start thinking about selling your products online.

Emma Lindblom from LegalVision outlines the steps you’ll need to take.

depend on your alcohol sales. There are four different kinds of liquor licences in New Zealand.

• On-licence: This licence is for those wishing to sell their alcohol for customers to consume on the premises, such as bars and pubs.

• Off-licence: You will need an off-licence for selling alcohol to customers to consume off the premises. For example, bottle stores and supermarkets use this kind of licence.

• Club Licence: A club licence allows the sale of alcohol to club members and guests on club premises, such as those of a sports club.

• Special Licence: This licence is for the sale of alcohol at one-off events such as weddings and festivals and can be for consumption on or off-site.

The District Licensing Committee (DLC) at your local council deals with licence

approvals. To apply for a licence go to your local council’s website, where they will detail the process for applying. You will need to submit documentation about your online store, providing the information they ask for. The licensing process can take a long time, so you should apply well ahead of when you intend to open your store.

FOLLOWING LICENCE CONDITIONS

When you sell alcohol from an online liquor store, you are selling remotely to customers for alcohol consumption elsewhere. Therefore, you need to apply for an off-licence. If you are successful in your application, you will need to comply with the conditions of your off-licence, and with liquor laws more generally.

In particular, you cannot legally sell alcohol to minors. If you do, you can receive fines up to $10,000, lose your licence, and receive other penalties. Therefore, you need to ensure that you have reasonable measures within your online store to prevent minors from purchasing your alcohol. The law qualifies these measures as:

• requiring users to tick a checkbox confirming they are over 18 upon entering your site;

• including another verification checkbox as a step before completing an alcohol purchase.

You are free to implement further checks if you wish, such as age verification upon delivery.

Additionally, you need to portray

important information about your licence in a prominent place on your website and your receipts. This information includes the licence holder’s name, number and expiry date.

However, as an online seller, you will not need to comply with the exact requirements a physical liquor store would, such as signage requirements and operating hours. You also cannot deliver:

• between 11pm and 6am;

• on Good Friday, Christmas Day, or Easter Sunday;

• before 1pm on Anzac Day.

SETTING UP YOUR ONLINE STORE

There are many options online for setting up your online liquor store, such as building your own e-commerce site or using a template e-commerce platform. There are legal considerations attached to this process, and you will need to take these into account.

In general, you need to make your prices transparent and display any critical information about the alcohol you sell. Ensure that you have the appropriate legal documentation, such as terms and conditions, website terms of use and a privacy policy.

Note: You will need to set up appropriate payment gateways for customers to make purchases and protect these transactions with adequate cybersecurity measures.

OTHER CONSIDERATIONS FOR YOUR ONLINE LIQUOR STORE

Notably, other laws will also apply to your trading in alcohol online, such as consumer law and privacy law. Therefore, you need to ensure that your online liquor store also complies with the regulations that these laws set. In particular, alcohol advertising law is very strict, and you can face heavy penalties for advertising alcohol illegally. You cannot:

• promote discounts higher than 25% off the original price;

• advertise free alcohol or include deals offering it;

• promote excessive binge drinking;

• target minors with your branding.

KEY TAKEAWAY

In New Zealand, you can legally open an online liquor store. However, you can only do so if you comply with New Zealand’s laws around selling alcohol, as well as any others that may apply.

LegalVision is a commercial law firm that provides members with affordable and ongoing legal assistance. For more information, visit www.legalvision.co.nz. ■

afraiddark? OF THE

New Zealand consumers may be ruled by lagers, IPAs and hazies but stouts and porters shouldn’t be overlooked, writes beer expert and cicerone Denise Garland.

e are a very lucky beer nation here in New Zealand

w– not only do our farmers grow world-renowned top-quality barley and hops on our back doorstep, but our brewers make some of the best beer in the world.

That has not always been the case though. Just 20 years ago, there were only about 50 breweries across Aotearoa, according to figure.nz. That number has now ballooned to well over 200, with the 2020 Brewing In New Zealand Report, released by the Brewers Association of New Zealand last November, recording 257 breweries across the country.

Ranging from dark brown to jet black, stouts and porters are among the darkest beers you can find on shop shelves and bar taps. While many stouts and porters look the same, with minor differences in colour and

clarity, there’s actually a great variety within the styles; from light to strong, savoury to sweet, dry to rich. But in a country where lagers, IPAs and – at the moment – hazies rule the beer taps, sometimes the darker beers can be overlooked.

That trend is mirrored the world over, with lager brands generally the most popular beers consumed across the globe. But there is one standout dark ale that’s also incredibly popular – Guinness.

THE INTERNATIONAL FAVOURITE

In 2021, Guinness Draught was the top beer consumed across the world, according to the beer-based social media and review app, Untappd. It’s the fourth year in a row that Guinness has topped Untappd’s mostconsumed beer list among users, with the brand attracting more than two million checkins over the app’s history.

Denise Garland is a journalist with a love of all things beer. She has been writing about beer for a decade and was the winner of the 2019 Brewers Guild Beer Media Award. She has previously worked in hospitality in Christchurch, Wellington and Edinburgh. Denise home brews – though not as often as she’d like – and has been a judge in several home brew and commercial beer competitions.

The Irish Stout, originating in Dublin, is so popular, it’s brewed under license in countries across the world in order to fulfill the enormous demand. In New Zealand, Lion has the honour of brewing the world-renowned brand.

Kurt Gross, Lion’s Guinness Trade Quality and Brand Ambassador, says despite New Zealand being known as a lager-drinking country, Guinness is one of their brewery’s top-selling brands, particularly in keg. “We sell around one million litres of Guinness a year,” Gross says. “It is the best-selling dark craft beer in New Zealand.”

That fact is perhaps unsurprising, considering its strong association with a much-loved Irish holiday, St Patrick’s Day. Gross admits their sales go through the roof when it rolls around to March 17th each year. “St Patrick’s Day is a special

time of year for Guinness, and of course, it is absolutely the biggest day for sales. Venues have a lot of fun embracing the day with Irish flags, by wearing cheese cutter hats and you can smell the Guinness when you walk in!”

But Gross says Guinness sales are also strong during winter and at Christmas, when we’re spending time with whānau. “Guinness is a heritage brand and many Kiwis have strong connections with that part of the world. Because it’s a brand about bringing people together and connecting, it holds fond memories for people.”

New Zealand’s Guinness is pretty close to the real-deal in Ireland too. In the Guinness League of Excellence competition for 2021, Lion’s version was ranked second best in the world – a mere 0.09% behind the winner. All countries which brew Guinness under license compete in the annual event as a measure of the beer’s quality.

And even though Guinness is one of the most well-recognised beers in the world, Gross says they’re still seeing its popularity grow. “Over the

past five years, growth has been similar or slightly above craft, at around 16% year on year.” He says, despite New Zealand beer drinkers’ preference for lager, “our taste is actually quite diverse – and you can see that with the growth of craft.”

In the most recent data released by Nielsen for 2021 – which includes sales from every supermarket in New Zealand – stouts and porters now make up more than 5% of the country’s craft and premium beer sales. And while Guinness is by far the most recognisable stout in New Zealand, another making waves both here and internationally is made by Christchurch brewery, Cassels.

DARK BREWS IN NEW ZEALAND STOUTS…

Cassels Milk Stout was first brewed on the brewpub’s wood fired kettle in 2011, initially as a cask-conditioned real ale. Brewery co-owner Zak Cassels says it was a hit from the start, but a decade on, its popularity has sky-rocketed. “It is by far our best selling beer, accounting for around a third of all the beer we make and sell. We now sell it in every format imaginable – casks, kegs, nitro kegs, cans and bottles."

While Guinness Draught and Cassels

Milk Stout both fall under the same broad beer style, they are two very different beers. Guinness is very drinkable at 4.2%, with flavours of roast malt coffee, and a dry, lightly bitter finish. Its trademark creamy head, created by the use of nitro gas, also gives it a smooth mouthfeel and a light quality – resulting in it being quite a quaffable stout.

Cassels’ Milk Stout also has a smooth texture, but other than colour, that’s pretty much where the similarities end. It’s stronger, at 5.2% and most notably, it’s sweet, rather than bitter, thanks to the addition of lactose. It has flavours of chocolate, almonds, and milky coffee, and despite its rich character, it’s remarkably drinkable.

In fact, Cassels won the World’s Best Milk Stout Award for this beer in both 2019 and 2020, and also claimed the overall “Best Stout or Porter” accolade in the 2019 competition.

Zak Cassels says that has meant they’ve been able to offer more and more people the opportunity to

Lion's Kurt Gross

Cassels Milk Stout

Guiness

discover this beer – and stouts in general, which have traditionally been considered too challenging for many beer drinkers. “We’re doing our best to [change those views], and it seems to be working,” he says. “We have noticed [growth in total stout and porter sales] in recent years, and it is gratifying to be able to say that at least some of that growth has been our Milk Stout.”

Guinness and Cassels are both considered anomalies as breweries, in that they’re best-known for their dark ales in a world obsessed by lager. And another brewery that has recently joined that team is Burkes Brewery in Tekapo.

PORTERS…

Burkes Brewery describes itself as one of the country’s smallest craft beer breweries and last year brewed its Unforgiven Porter, which essentially went the beer version of viral when it was named as the Champion Beer at the Brewers Guild Awards in October 2021.

Brewer and owner, Sebastian Burke, says the inspiration for brewing Unforgiven Porter was pretty straight-forward. “To make a really nice, semi-sessionable porter which was well-rounded, with great depth and layers of flavour, while also being well-balanced.” The judges felt he nailed it from the outset; it was Burke’s first batch of the porter which took away the top award – and provided his brewery with national fame.

“It was ticking away slowly via our restaurant, the Blue Lake Eatery & Bar, but since the awards has become one of our top selling tap beers,” Burke says. “Demand for kegs and cans has been very strong, making it challenging to get enough out there for people to try.”

Historically, stouts were brewed as a stronger version of the incredibly popular London beer style porter. Nowadays, the terms are pretty interchangeable –definition-wise, many consider a stout as a porter that’s brewed with a portion of unmalted barley. In reality, whether the brewer calls their dark ale a stout or porter often comes down to preference.

Burke’s Unforgiven Porter weighs in at 5.9%, and has flavours of roast malt, chocolate, dark berries and a caramel sweetness. It’s rich and full-bodied, yet with a well-balanced dry finish. With so many delicious and familiar flavours all in

one glass, Burke says stouts and porters don’t have the support they deserve.

“Dark beers have a small, stable following, but it would be good to get more people trying them, as there can be a perception out there that they are these big, full bodied, super thick and roasty beers – ‘a meal in a glass’ is a common comment – for winter only,” he says. “But not all dark beers are like that at all – they can vary so much from very little roast and malt character, to big, boozy, and super sweet.”

SELLING THE DARK DREAM

So what can brewers and retailers do to change that perception that dark beers are challenging beers? Burke says the biggest barrier is often just getting people to taste them. “We often get the ‘I don’t drink dark beer’ or something similar, so when I’m working behind the bar I like to follow that with ‘here, try this’ and give them a sample. That often leads to a surprised ‘oh, that’s really good’, or ‘that’s not what I was expecting!’

“I also think with the development of the coffee culture in New Zealand that nowadays the roast and bitterness of some dark beers is not too much of a stretch.”

Highlighting the familiar and enjoyable flavours stouts and porters hold, like coffee, chocolate or berries, is an easy way to overcome some of that consumer hesitancy. It’s also those tastes and aromas that make stouts and porters so versatile as food pairings.

The roasty notes in dry stouts and porters like Guinness make them a perfect match with oysters and meat pies, while sweeter stouts – like Cassels’ – match well with barbequed food, as well as chocolate desserts. A more traditional porter, such as Burke’s Unforgiven, meanwhile, matches well with rich meat dishes, aged cheddar (and fruit paste!), and even sweets like vanilla ice cream and sticky date pudding.

With the versatility among stouts and porter, there really is a dark beer out there for everyone, and sales data shows people are beginning to realise that. But it can never hurt to give people a helping hand. ■

“THERE CAN BE A PERCEPTION OUT THERE THAT THEY ARE THESE BIG, FULL BODIED, SUPER THICK AND ROASTY BEERS – ‘A MEAL IN A GLASS’ IS A COMMON COMMENT – FOR WINTER ONLY. BUT NOT ALL DARK BEERS ARE LIKE THAT.” SEBASTIAN BURKE, BURKES BREWING.

Burkes Brewing Unforgiven Porter

Sebastian Burke

YOUR ON-PREMISE BEER

glassguide

Showcase your craft beer offering by serving each brew in the correct glass, here’s how.

serving beer in the correct glass is important for the enjoyment of the beverage for your customers, especially if they are drinking a specialty or stronger style. For a casual on-premise venue, such a bar or pub, many consumers will choose a bottled beer over a glass but for beer-heavy venues such as craft pubs, the styles of beer glass are important. Here are the main styles that are available to stock…

PINT GLASS

There are different sizes of pint glass depending on which country you visit but in New Zealand, a ‘pint’ is usually anywhere between 400ml and 500ml. The two main styles of pint class are the Imperial or ‘nonic’ pint glass, which is typically used for British ales and lagers, such as Pale Ale, IPA, Brown Ale, Porter and Scotch Ale (among others); and an American or ‘conical’ pint glass, which is slightly wider at the mouth than at the base and smaller in volume than an Imperial pint glass. It neither enhances nor seriously detracts from any particular beer style, making it the most popular pint glass to stock in bars.

PILSNER FLUTE

A Pilsner flute is a tall, slim, conical glass that is slightly wider at the mouth and always has a round foot at the base. A Pilsner glass highlights the clarity and bubbles of Pilsners and other lighter beers and typically fits around 330ml. They can also be used for light lagers, bock, helles bock and maibock, among others.

TULIP GLASS

Also known as the Belgian glass, these glasses have a round body, a flared lip and a stem and are designed to promote the aroma and flavour of Belgian ales and hoppy beers. Typically holding 250ml to 350ml, they are typically used for Imperial or double IPAs, and Belgian pale, strong and dark ales.

WEIZEN GLASS

IPA

GLASS

An IPA glass features a tapered bowl to enhance the aroma of the beer, small etchings at the bottom of the glass and a ridged base which helps to aerate the beer. Appropriate for any and all varieties of IPAs, these are typically a more specialty beer glass as typically, imperial and conical pint glasses are used for standard IPAs.

WHERE TO SOURCE YOUR GLASSES… www.southernhospitality.co.nz

www.nisbets.co.nz

www.burnsferrall.co.nz

www.blueribbon.co.nz

www.aitkens.co.nz

Originating in Germany and used to serve wheat beer, this glass an hourglass in shape. The width helps to release aroma, while providing room for the fluffy head produced by wheat beer and the thin glass showcases the beer’s colour. Holding just under 600ml, they are used for all wheat ales, dunkelweizen, hefeweizen, kristalweizen and weizenbock.

HANDY TIP…

For a bar-style venue that has a 100 person capacity, you should aim to stock 150 beer glasses at any one time.

American pint

Imperial pint

FIVE WAYS TO EMBED BOLD, MEANINGFUL AND SUSTAINABLE PRACTICES INTO YOUR BRAND

taking action to drive better sustainable practices within your brands can do more than reduce your carbon footprint. Embedding a robust sustainability programme into your brand can position you as an industry leader. But it’s about more than just getting a carbon-zero sticker on your packaging. Increasingly climate-conscious consumers are demanding significant changes that affect our future, and are expecting transparency and proactivity from their favourite brands. It is our job to deliver. Take a look at these five ways you can embed sustainability into your brands in 2022.

1EMBED SUSTAINABILITY TO MAKE YOUR BRAND MORE PREMIUM

Take stock of your brands and products. If you truly embed sustainability into your core offering, there is a chance your customers or consumers may be willing to

pay more for what you bring to the market. Recent research from Nielsen suggests that 73% of global consumers would alter their shopping behaviour to reduce their environmental impact, and 41% would pay more for products that contain organic ingredients. The implications of this are huge. Go green with your brands to drive more consumer interest from those who believe in the work you’re doing and want to support sustainable outcomes.

2AVOID GREENWASHING

When you take a brand or product to market as ‘green’, be very careful not to greenwash. Make sure any changes you make to your marketing or packaging reflect the actual sustainable nature of your brand or product, and steer clear of claiming green credentials you haven’t genuinely earned.

3CARBON CREDITS SHOULDN’T BE YOUR FIRST OPTION

Carbon offsets or credits are an easy solution to drag your carbon footprint down short-term. To make a more meaningful long-term impact, I recommend investigating ways to make real changes to the way your brand or business operates. Minimise your carbon footprint, or even decarbonise completely if possible, before you resort to purchasing offsets.

4PACKAGING CAN MAKE A SIGNIFICANT DIFFERENCE

In the drinks business, packaging is a good place to start. From source material to consumer disposal, what impact does your packaging have on your carbon footprint? Look at where your material originates, how much freight is required to get it to your warehouse, and if consumers can recycle it locally. For example, local beer brand Export changed to paper labels and started sourcing carton board from a local supplier in 2021, and was able to cut 149 tonnes of CO2e annually. Embedding sustainability in your business is about more than just your core product.

5RETROFIT EXISTING SOLUTIONS TO FIT YOUR BUSINESS

There is no need to reinvent the wheel when existing sustainable alternatives could work for your brand. For example, switching LPG-powered forklifts for electric, and a biomass boiler for coal burners cut 275 tonnes of CO2 per month at DB. Investigate ways to simplify your logistics network to cut freight kilometres from your carbon footprint, like partnering with a distributor that has invested in green transport solutions. Road freight accounts for 53% of all carbon emissions within global trade transport – find a way to play your part in decarbonisation along the entire value chain.

Embedding sustainable solutions into your brand can broaden its appeal and contribute to meaningful, long-term carbon reductions. Learn from businesses in your field and be bold in 2022 to forge your own path to a better future. ■

Tips and insights from Fraser Shrimpton, Marketing Director, DB Breweries.

Fraser Shrimpton