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New Zealand’s brewing industry is going from strength to strength, with a new report revealing how low-carb beers are on the rise.

The report from the Brewers Association of New Zealand and the Brewers Guild of New Zealand has revealed the industry contributes $3.58 billion to New Zealand’s GDP.

The industry has roughly 35,200 jobs, equivalent to 1.3% of total national employment.

Brewing is also a large generator of revenue for the government, contributing $1.7b in taxes including $881 million (52%) from excise and GST.

Executive director of the Brewers Association Dylan Firth said the findings underscored the industry’s significance in New Zealand’s economy.

“The industry’s high-employment impact and substantial tax contributions highlight its importance not only to government revenues but also to communities across the country,” Firth said.

Firth said that New Zealand beer is in demand both locally and globally, with 30% of breweries already exporting and 16% planning to start within the next two years.

Australia is the largest importer of New Zealand beer, accounting for 70% of our exports. Other key export destinations include the Cook Islands, China and the United States, with most exports concentrated in the Asia-Pacific region due to the proximity and freshness requirements of beer.

Brewers Association of New Zealand executive director Dylan Firth. Photo / Supplied

Changing tastes

One area that the industry is adapting to is the rise of low-carb options as consumer preferences change.

Low-carb beer grew to 18% of total beer sales in 2024, up from 15% in 2023.

Hazy beers also continue to gain popularity, increasing from 21% to 23% of total craft beer sales.

Lagers, however, continue to maintain a dominant 64% share of the beer market’s volume.

The volume of low- and no-alcohol beer consumed has increased by 750% since 2019, reflecting changing attitudes toward health and wellness.

At the same time, high-alcohol beers (over 5%) more common with craft and premium beers have seen a 15% increase in popularity.

Regional pride

As for where the biggest contributors are, Auckland dominates with 42% of GDP contributions and 40% of brewing-related employment. The region is home to 88% of beer production, with large-scale brewers like Lion, DB and Asahi driving much of the output.

Otago’s breweries contribute $188m to GDP and employ roughly 2000, while Waikato’s brewing sector employs over 2700 jobs and contributes $263m.

Canterbury and Wellington each contribute 12% of beer-related employment, while areas such as Taranaki are showing immense growth potential as breweries plan to export within the next two years.

Executive director of the Brewers Guild Melanie Kees said that locally brewed beer is a source of regional pride.

“From the thriving craft breweries of Otago to the innovative exporters in Taranaki, this report highlights the diverse and vibrant role of brewing in shaping regional economies,” Kees said.

Breweries are closely linked with their communities, with the report finding that 85% are actively engaged in local initiatives, ranging from sponsorships and fundraising to charitable donations and community events.

More than 60% of breweries are engaged with tourism, with nearly 80% offering taproom experiences where visitors can try beers on-site.

Looking ahead, CO2 supply constraints and rising costs are going to be key concerns.

“New Zealand beer is in demand both locally and globally, and our industry’s innovation is key to overcoming challenges. The brewing sector’s resilience and adaptability position it for continued success,” Firth said.

Tom Raynel is a multimedia business journalist for the Herald, covering small business and retail.