To be sipped not chuggallugged
If you saw the Kiwis chuggallugging their beer steins at the Munich Oktoberfest you would not have thought that back home they have taken to sipping their beer. Beer consumption in New Zealand has witnessed a steady decline over the past ten years. According to market research by Canadean, per capita consumption in New Zealand is now 15% lower than in the 1990s. Domestic production has fallen while imports have almost doubled in the past six years as consumers are purchasing lower volumes but demanding greater choice. In 2000, beer consumption was 3.2 million hl, for 2001 it is expected to decline to 3.15 million hl.
New Zealand’s two main brewers - Lion Nathan (52%) and Dominion Breweries (34%) - are attempting to adapt to the shrinking market..
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