While five million glasses of New Zealand wine are consumed around the world every day, consumption in some key markets is actually declining and the industry is starting to see the impact, according to wine writer Michael Cooper.
“In the UK, a key export market for New Zealand wine, nearly 30 per cent of people aged 16 to 25 now avoid all alcoholic beverages, including wine,” he explained. “The only age group which is drinking more wine is the oldest – those in the 65-plus category. There are clear signs of a similar pattern in New Zealand.”
In 2009, Kiwis consumed an average of 21.5 litres of wine per year, but typical consumption has now eased to 19.2 litres per head. The drop in consumption of New Zealand wine is even steeper – from 13.9 litres per capita in 2009 to only 10.9 litres per capita in 2018.
In recent months, two wineries have been placed in receivership, Vinoptima in Gisborne and Mahana, one of Nelson’s largest producers. Cooper believes that more will follow.
“Many small wineries were established during the 1990s by affluent ‘baby boomers’, then aged in their 40s. Now they are in their mid-late 60s and keen to sell up,” he said. “The number of wineries in New Zealand peaked six years ago and the industry is facing more and more consolidation. Some of these small wine companies simply close down; others are acquired by the biggest companies, which are often overseas-owned.”
