New market study, "Rtds/High-Strength Premixes in New Zealand", has been published

The 3% volume growth observed in 2013 was above the review period CAGR of 1%. The category performed well despite negative media attention toward the role of RTDs in binge drinking and underage drinking, along with increasingly sophisticated consumer preferences contributed to the declining sales over the review period. A number of organisations in New Zealand are opposed to RTDs as they are widely consumed by, and targeted towards, teenagers and young adults who are often new to the consumption of alcohol and are not aware of the harmful effects of alcohol. Additionally, the role of the alcohol lobby in restricting attempts to impose stringent alcohol content restrictions on RTDs sold in New Zealand left many New Zealanders even more opposed to the drink.

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Competitive Landscape

RTDs/high-strength premixes in New Zealand continued to be dominated by Independent Liquor (NZ) Ltd in 2013, with 56% total volume share. The company’s position was down to its leading Woodstock Bourbon & Cola brand which grew by 3% in volume terms in 2013.The company continued its "Is it OK to Crack a Woody?" advertising campaign and also continued its sponsorship of the annual "Woodstock Fight For Life" charity celebrity boxing event. Independent Liquor’s Kristov Vodka Cruiser and Cody’s brands held second and fifth place in 2013 with 13% and 9% volume share respectively. Kristov Vodka Cruiser and Cody’s, which are both popular amongst young consumers, also experienced strong levels of promotion including a significant Cody’s television commercial campaign in 2013.

Industry Prospects

The aforementioned alcohol reform legislation is expected to significantly impact the category by virtue of the impact it will have on traditional RTD consumers, namely younger men and women and individuals from lower socio-economic groups. New Zealand has developed a culture of young people consumer vast quantities of alcohol, typically RTDs, before going to on-trade outlets in a practice known as ‘pre-loading’. It is expected that the tougher restrictions on ensuring patrons are not intoxicated at on-trade outlets and on the spot fines for public intoxication will reduce the amount of pre-loading occurring. Additionally, it is expected that there will be a continued effort from community groups to have restrictions in place on the alcohol content of RTDs.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the RTDs/High-Strength Premixes industry in New Zealand with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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