Inaugural New Zealand Beer Survey highlights the biggest misconceptions around our leading brew
• 62% of current beer drinkers are only having one to two beers at a time, and whilst dining out (54%)
• 58% of beer drinkers are unaware of what’s in beer or how it’s made
• 85% of current beer drinkers do not know that most beer is 99% sugar free
22nd June 2018: The Brewers Association of New Zealand reveals that despite beer being the social beverage of choice,
with 75% of current beer drinkers choosing to enjoy it on social occasions, it is largely misunderstood by those who
drink it.
The findings released today follows research commissioned by The Brewers Association of New Zealand looking into
people’s habits, attitudes and perceptions towards beer. The study, which canvased more than 2,000 adults, is the first
of its kind to date in New Zealand.
The study reveals that more than half of Kiwi drinkers have enjoyed a beer in the last four weeks and their approach to
the beverage is a positive one – with 59% of current beer drinkers perceiving it as more of a premium option and
enjoying it in moderation alongside food.
Dylan Firth, Executive Director of The Brewers Association of New Zealand, says, “We’re a nation of beer lovers who are
starting to give beer the respect it deserves. More than half of current beer drinkers are now choosing it as their
beverage of choice while dining out (54%) and 62% of beer drinkers are having just one or two beers at a time, in a
social setting (75%).”
The New Zealand Beer Survey found that, despite there being a huge amount of love for beer, 58% of current beer drinkers
are unaware of the key ingredients that go into beer or how it is made, and only 15% knew that most beers are 99% sugar
free. Among these beer drinkers, there was a desire to improve their knowledge, with 42% suggesting that they would like
to know more about what they are drinking.
“The research highlights the biggest misconceptions that Kiwi drinkers have around beer and shows they are keen for more
information. The truth is most of New Zealand’s favourite beers are preservative free, 99% sugar free, and contain on
average 2.7% carbohydrates and 123 calories per serve. What’s more, beer is made using just four key ingredients; water,
malted barley, hops and yeast,” says Firth.
The research builds on the Association’s previous work within the beer category, busting myths and voluntarily sharing
the facts about beer on labels. The recent study, which reveals 78% of Kiwis are in favour of Nutrition Information
Panels on beer, supports The Beer the Beautiful Truth campaign which launched earlier this year.
ENDS
Notes to Editor:
The New Zealand Beer Survey was conducted by an Independent Research Company. 2,142 participants aged 18 years and
above, were surveyed, to obtain a nationally representative sample of New Zealand’s population (by age, gender and
region). In this survey, there was a focus on understanding New Zealanders’ wellbeing and drinking habits, specifically
focusing on their habits, perceptions and attitudes towards beer.
Beer the Beautiful Truth:
The Beer the Beautiful Truth campaign launched in February 2018 highlighting the introduction of Nutrition Information
Panels on many of the Brewers’ Association members’ beers. The labelling initiative has been rolling-out on Brewers
Association of New Zealand members (Lion and DB Breweries) biggest beer brands. Participating brands includes:
• DB Draught
• DB Export
• Heineken
• Lion Brown
• Lion Ice
• Lion Red
• Mac’s
• Monteith’s
• Rheineck
• Steinlager
• Speight’s
• Tui
• Waikato Draught