As the Christmas season is upon us we reflect on the eighth year of the independent annual Curia Market Research Poll [1] (Curia Poll) commissioned by the NZ Alcohol Beverages Council (NZABC) which highlights the way people are choosing to drink their beer, wine and spirits.

“Consumers have an increasing interest in health, wellbeing and moderation and we are seeing changing consumer preferences, including no and low alcohol beer, wine and spirits,” said NZABC Executive Director Virginia Nicholls.

Zebra striping:

Zebra striping is a recent trend to socialise while having a beer, wine or spirit and alternating between alcohol and a low or no alcohol drink.

  • In a UK survey it was estimated [2] that 25% of adults alternate alcohol and non-alcoholic drinks in a session.
  • In the Curia Poll we asked ‘in the last three months how often have you have had both an alcoholic and non-alcoholic drink within a single occasion’.  We got a similar result to the UK survey with 21% of Kiwi consumers saying they often did this and 51% said sometimes (similar for men and women).
  • Consumers were then asked why they stopped drinking after a certain number of drinks [3] and the main reasons were to stay under the driving limit, to avoid a hangover, not to get intoxicated and concern over health and cost.

Low and no alcohol drinks:

Across the NZ population we are continuing to see the rise of low and no alcohol drinks which have now entered the mainstream.

  • The Curia Poll shows us that 50% of Kiwis said they had tried a low or no alcohol product in the past year compared with 40% in 2020.
  • Retail sales have increased significantly in the past five years, and in the past year have increased by 5.4% [4].
  • In the Curia Poll low and no alcohol products are consumed by 65% of those under 40 years, 43% of 41-60 years and 35% of those over 61 years.
  • The most common reasons are because of health, avoiding intoxication, being social and because of driving [5].

Premium drinks: drink-less but better:

Consumers who ‘drink-less, but better’ often enjoy a premium drink which includes wine, cocktails and craft beer which has remained stable over the past 6 years at 62%.

  • The main reason to choose a premium drink [6] is taste, a special occasion and premium quality.

The Stats NZ data:

We are drinking differently and in the Stats NZ data in the year to September 2025 [7] we had more than 30% decline in alcohol consumption which is the lowest amount of alcohol available for consumption, per capita, since 1984. [7]

Responsible hosting is also important during this festive season: 

  • Stay hydrated: drink plenty of water
  • Consider zero wine, beer or spirits: explore no-alcohol options and alternate between these and alcohol drinks
  • Perfect your drink: check labels for alcohol by volume content and use standardised measuring tools.
  • Have a meal or snack: eating helps slow down the rate at which alcohol is absorbed

References:

[1] Conducted by Curia Market Research, 1000 respondents across NZ, October 2025

[2] From dry January to zebra striping: the no and lo alcohol trends to try, accessed 15 January 2025

[3] Curia market research October 2025:  the reasons why consumers stop drinking after a number of drinks and the main reasons were to stay under the driving limit (78%), to avoid a hangover (49%), not to get intoxicated (46%), concern over health (44%) and cost (44%).

[4] NielsenIQ NZ retail alcohol sales, YTD November 2024 compared with YTD November 2025.

[5] Curia Market Research Poll Oct 2025.  The most common reasons are because of health (47% +8% in the past year), avoiding intoxication (35% +11%), being social (23% +9%) and I am driving (23% no change).

[6] Curia Market Research Poll Oct 2025: the main reason to choose a premium drink is taste (62%), a special occasion (53%), and premium quality (51%).

[7] Stats NZ: Total NZ population 18 years and over alcohol available for consumption (per head of population).  Year end 1984 (12.24 litres), year end September 2025 (7.857 litres), a decline of 36%: Alcohol available for consumption: September 2025 quarter | Stats NZ, accessed 25 November 2025.