New data from Stats NZ for the year ending September revealed that although overall beer consumption among Kiwis remains nearly unchanged, the number of people drinking mid-strength drafts is rising.
Total beer volume declined slightly for the year ending September 2025, dropping from 281.6 million litres to 279.0 million litres.
However, the most notable change was a substantial move away from higher-strength beers, accompanied by an increase in moderate-strength and lower-ABV options.
Higher-strength beer (4.35%-5.0% ABV) dropped to 143.0 million litres from 165.3 million litres. Beer with an ABV between 2.5% and 4.35% surged to 105.0 million litres, rising from 76.4 million litres the year before.
Michael Donaldson, editor of Beer magazine, suggested that the change is being fuelled by low-carb beers, which have become the largest category within the beer market.
“A lot of those beers sit around 4.2%, and I think you can’t separate out the two of them; there’s a choice being made for low carb, and it just happens to fall in that lower ABV band,” he said.
“On top of that, you’re also getting a shift in consumer spend in terms of people thinking about their dollars; higher alcohol beers cost more.”
“Certainly lower alcohol beers generally cost less because the excise tax is a little bit lower, and there is a third factor in there, which is the rise and rise of Guinness.”
“That’s been a massive growth everywhere in the world over the last few years, and Guinness is another beer that sits at 4.2%.”
Dylan Firth, Executive Director of the Brewers Association of New Zealand, said the change reflects consumers’ increasing desire for moderation while still enjoying flavour and pleasure.
“This fresh Stats NZ data shows that Kiwis are still enjoying nearly the same amount of beer as last year; they’re simply choosing versions with less alcohol.”
“The big story this year isn’t about volume; it’s about strength. More New Zealanders are moving back to mid-strength beers and lower-ABV options. That’s a strong indicator of more moderate drinking habits, and beer is perfectly placed to offer great flavour at those levels.”
Firth said brewers have made investments to expand quality options in the lower and mid ABV range, and the trend indicates consumers are responding positively. He said the clear shift towards moderate-strength beer represents a positive development for consumers, retailers, and hospitality businesses as they head into the summer months.