A new industry survey highlights a change toward more mature drinking habits among Kiwis.
Conducted in October 2025 and published the following month, an annual poll of 1,000 New Zealanders reveals key insights into why consumption is declining and the strategies people are adopting to cut back.
“We all know that, overall, the amount we drink has been coming down for decades and is at an all-time low per capita,” Spirits NZ chief executive Robert Brewer said.
“What we now see more clearly is this is about the way we drink rather than just what we drink.”
“For spirits, and in particular the ever-popular cocktail, almost 40% of those surveyed say they consume these premium drinks more slowly than other drinks.”
“We call this the ‘sip and savour’ approach, which we’ve been observing in the market for a few years now.”
Brewer said pacing your drinks serves as a key marker of responsible, social drinking habits.
“In simple terms we’re simply slowing down, which is a good thing and certainly indicates a maturing in the way we drink.”
Over the past 12 months, 62% of respondents sampled a premium drink, primarily for its taste, special occasions (53%), and superior quality (51%).
The survey also reveals why Kiwis are cutting back, with staying under the blood alcohol limit topping the list at 78%.
Other key factors curbing respondents’ drinking include staying under the driving limit (78%), avoiding a hangover (49%), not getting drunk (46%), health concerns and cost (44%).