WE’RE DRINKING BETTER THAN EVER! By Bridget MacDonald, Executive Director, NZ Alcohol Beverages Council
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arlier this year, commentary in the media predicted we’d become a nation of binge drinkers as we headed into a Level 4 lockdown. In reality, we’ve seen a continuation of our predominantly sensible drinking culture. What’s more, as a nation, we’re seeing positive downward trends in our drinking, and a shift in attitudes and behaviours has emerged. We’re drinking better than ever! More than 2.5 million Kiwis enjoy an alcohol beverage in a moderate and responsible way and as part of a balanced lifestyle. Recent data from StatsNZ shows that the amount of alcohol available for consumption per person over the legal purchase age continues a steady downward trend and is now at its lowest in over 20 years. As a nation, we drink less than the OECD average, and we consume 25% less per capita today than we did in the 70s and 80s. University of Otago research shows harmful drinking, especially amongst young people, has decreased. More young people today are
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2020 The Beverage Report 100% OWNED
choosing not to drink, or if they choose to drink, they are drinking less than ever before. These general trends of drinking better are pleasing to see, but they haven’t occurred by accident. We’re becoming mindful of how we can drink better. New Zealanders have been looking at how they are drinking, why they are drinking, and what they are drinking. Over lockdown, 36% of Kiwis didn’t drink at all, and 35% said they were drinking less for health and wellbeing reasons. Post lockdown research showed 22% said they were continuing to drink less. Of those, 24% said it was to be healthier, and 23% to use the opportunity to reduce how much they were drinking. The proportion of everyday drinkers decreased from 19% during lockdown down to 11% post-lockdown – especially those aged 25-49 (from 14% to 7%), and 5064 years (from 23% to 9%). Younger adults have generally been leading the charge in changing attitudes and behaviours toward
alcohol – but it’s looking like older adults have also been making good decisions around alcohol based on their personal circumstances, situation and their lifestyle. More and more Kiwis are choosing more ‘better-for-you’ options. It’s a global trend primarily driven by health-conscious Millennials and Gen Zers, and it’s certainly being reflected in our local market. Customer demand for low carb beers went up 60% over lockdown, and our interest in quality low alcohol and craft beers also continues. New Zealand’s phenomenal low or no alcohol wines are becoming increasingly popular too. But this year, seltzer is the ‘new black’. Beer, wine, spirit and cider-based seltzers have been embraced because they offer consumers a drink that ticks a lot of boxes. Seltzers have refreshing natural flavours and are typically low in sugar, alcohol and carbs. Many are sold in recyclable slimline cans that offer the convenience of one standard drink per can, which means consumers