Brewers Guild of New Zealand Market Survey Results Released
For Immediate Release
15 days out from New Zealand’s most prestigious beer awards, the results from The Brewers Guild Of New Zealand’s latest industry wide survey are available, covering the period from January 2008 to December 2011.
Conducted by Market Research, the survey is anonymous and all breweries in the country are asked to participate to paint a revealing and accurate picture of the brewing industry.
The major trend is the tremendous take up in the numbers of small “craft” breweries and its flow on effects in the brewing landscape.
The total number of breweries in New Zealand has increased by 42% over the four year period of the survey from 48 in 2008 to 68 by the end of 2011. The number of small “craft” breweries (those under 40,000 litres per annum) has grown the most, doubling from 15 to 30 over that time.
Small to medium sized breweries (40,000 to 100,000 litres per annum) have seen the most consistent increase in production over the period, their output growing by an average of 7% in each six month period.
Notably, the total craft beer market grew by 14% in the last 6 month period of the survey (June — Dec 2011). Production of craft beer has increased by an average of 3% per annum over the past 3 years.
New Zealand beer is also travelling abroad. 42% of those surveyed are currently exporting and a further 32% expect to in the next 2 years. Of all those surveyed, 87% expect their production to increase during 2012.
President of the Brewers Guild Ralph Bungard (Three Boys Brewery) says the Guild considers that the survey accurately reflect the feeling amongst brewers that there is a real change happening in the structure of the New Zealand beer industry.
“Certainly the increased number of small brewers and the volume of the beer that they are producing suggest that the public are changing their drinking habits. There is an explosion of beer flavours and styles available to consumers, and that means more of the public are finding a beer that suits their taste and lifestyle.”
“It is very encouraging to see the growth and diversification in the industry and it is a good sign that most brewers consider that they will grow in size and look to be exporting in the next year. These are exciting times for brewers and consumers.”
David Cryer, organiser of New Zealand’s largest Beer Festival Beervana (August 17 — 18) says the growth in visitors to Beervana demonstrates the growing interest in craft beer.
“There’s no longer a typical craft beer consumer. We welcome a really broad range of people to Beervana — women, men, couples, friends, the afterwork crowd, foodies, and long time craft advocates — which tells us that across the board New Zealanders are beginning to demand more from their beer drinking experience. With 271 brews on show this year from 96 breweries, we know there will be something for everyone.”
Craig Bowen, owner of the country’s leading craft beer distributor BeerNZ, agrees with the trends. “I’m seeing growth across the country and in both on and off premise customers. In addition to these new customers, our existing loyal customers are also seeing sales increase and are continually looking for the latest and best beers to satisfy this demand.”
All breweries in New Zealand were invited to partake in the survey.
Macs Brewery figures exclude Macs Gold and Monteiths Brewery figures exclude Monteiths Original.
About The Brewers Guild
The Guild’s mission is to grow the value and quality of the New Zealand beer sector while maintaining integrity with its members, the Industry and the public as a whole.
The Brewers Guild of New Zealand operates as a collective voice for the brewing industry. The Guild’s aim is to reflect the majority view of its members in a transparent manner and to act with vision for the future of the New Zealand brewing industry through education, training and communication.