NZ Alcohol Beverages Council

1. Business / Trading Name: New Zealand Alcohol Beverages Council (NZABC)

2. Company Number: 2700574 (incorporation number as listed on the Incorporated Societies Register

3. NZBN: 9429046714695 (as listed on the Incorporated Societies Register)

4. Entity Type: Incorporated society (industry association; not a company limited by shares)

5. Business Classification: Pan-industry lobby group for the alcoholic beverages sector

6. Industry Category: Alcoholic beverage industry (brewers, wine/spirit producers, alcohol retail and hospitality)

7. Year Founded: 2018 (formed in early 2018)

8. Addresses: Postal: PO Box 1400, Wellington 6140, New Zealand. (No public physical address found)

9. Website URL: nzabc.org.nz (official website)

10. LinkedIn URL: Data Not Found (no official company page identified on LinkedIn)

11. Company Hub NZ URL: Data Not Found

12. NZ Companies Office URL: https://app.businessregisters.govt.nz/sber-businesses/viewInstance/view.html?id=229a78e05307b6d8bf1b29667f00cb17429d5a490ce8134b&_timestamp=2210393782910700 (Incorporated Societies Register)

13. Social Media URLs: Twitter (X): twitter.com/TheNZABC (handle: @TheNZABC)

14. Ultimate Holding Company: None (independent association of multiple industry members, no single parent entity)

15. Key Shareholders: Not applicable (no shareholding; an association funded by member contributions)

16. Leadership: Kevin Mapson – Chairman (CEO, Pernod Ricard NZ) ; Dylan Firth – Deputy Chairman (Executive Director, Brewers Association of NZ) ; Virginia Nicholls – Executive Director (chief executive officer of NZABC).

17. Staff: Minimal staff. The Executive Director is the primary (and possibly sole full-time) employee. Industry representatives from member organisations form the NZABC Council (governing committee). (No public listing of additional staff.)

18. Staff That Have Held Previous Government Roles: Nick Leggett – former Porirua City Mayor (2010–2016) and inaugural NZABC Executive Director in 2018. (No known central-government officials on staff; the first ED was a local government politician.)

19. Past Employees: Nick Leggett – Executive Director (Jan–Dec 2018) ; Bridget MacDonald – Executive Director (2019–2022).

20. Clients: None (NZABC does not serve external clients; it represents its member organisations – major alcohol producers and industry bodies – as its stakeholders).

21. Industries/Sectors Represented: The entire alcohol beverages sector, including:

• Brewing companies (beer producers) – e.g. Asahi Beverages NZ, DB Breweries, Lion NZ (all NZABC members).

• Spirits and wine producers – e.g. Pernod Ricard Winemakers, and Spirits New Zealand (industry association for distillers).

• Retail and hospitality – e.g. Foodstuffs NZ (supermarket retailer) and Hospitality NZ (hospitality industry association).

• Food & grocery manufacturers – e.g. NZ Food & Grocery Council (represents food/beverage manufacturers, including alcohol).

22. Publicly Disclosed Engagements:

• Policy submissions & consultations: Participated in government and regulatory consultations on alcohol policy (e.g. submissions to Food Standards Australia New Zealand on alcohol labeling and claims). NZABC indicated it would engage with the Government’s 2022–2023 review of alcohol laws and has lodged submissions on alcohol legislation (such as the Sale and Supply of Alcohol (Community Participation) Amendment Bill) through parliamentary processes.

• Direct lobbying: Engaged with ministers and officials during the COVID-19 pandemic. For example, in March 2020 NZABC (Executive Director Bridget MacDonald) was in talks with the Government about classifying liquor stores as “essential” retailers so they could remain open during lockdown (given supermarkets cannot sell spirits).

• Media statements on legislation: Issued press releases on drawn or proposed laws (e.g. welcoming the introduction of Green MP Chlöe Swarbrick’s alcohol harm reduction bill to Parliament in 2022, while signaling NZABC’s perspective on it).

• Public campaigns: Frequent public comments on policy issues such as excise tax increases, advertising restrictions, and local alcohol policies (often via press releases and media interviews).

23. Affiliations:

• International: Member of the International Alliance for Responsible Drinking (IARD), a global industry-funded network promoting “responsible drinking” initiatives. NZABC sits on IARD’s Partnership Council alongside other alcohol industry trade associations worldwide. This affiliation links NZABC to global alcohol producers’ voluntary commitments and campaigns.

• Domestic: NZABC works in tandem with other New Zealand alcohol industry bodies (indeed many of those bodies – e.g. Brewers Association, Spirits NZ, Hospitality NZ, Food & Grocery Council – are members of NZABC ). It is effectively an umbrella coalition for these groups, coordinating industry positions. (It is not formally part of the BusinessNZ network, but shares common interests with business lobby groups in opposing stringent regulations.)

24. Sponsorships / Collaborations:

• Commissioned research: NZABC funded an economic impact report by the NZ Institute of Economic Research (NZIER), released in early 2022, to highlight the beverage sector’s economic contribution. (This kind of commissioned research is a collaboration to support NZABC’s advocacy narrative.)

• Educational initiatives: NZABC partners informally with industry-funded “responsible drinking” programs. It promotes resources like Cheers! (cheers.org.nz) and “Alcohol&Me” for consumer education. (These are industry-led social responsibility projects that NZABC supports to demonstrate the sector’s proactive stance on moderation.)

• Media and events: NZABC representatives speak at industry conferences and events (e.g. forums on alcohol policy, hospitality industry seminars). Specific NZABC-organised events are not publicised, but it collaborates with member organisations in outreach efforts (such as joint press events or panels on alcohol and society).

25. Events: No major public events hosted solely by NZABC have been identified. The Council’s activities are mainly focused on advocacy through media statements, submissions, and participation in seminars or panels led by related industry groups. (No record of NZABC holding standalone conferences or public events; its engagement is more through behind-the-scenes lobbying and industry forums.) Data Not Found for any significant event solely organised by NZABC.

26. Political Donations: No publicly disclosed political donations by NZABC as an entity have been found. (NZABC does not appear on the Electoral Commission’s registers of large party donations. Its influence is exerted via lobbying rather than direct donations. It should be noted, however, that some member companies and executives associated with NZABC have made political donations individually or via corporate channels – these are not attributed to NZABC itself.)

27. Controversies:

• Public health community criticism: NZABC has been criticised by health experts and agencies for its messaging. For example, upon NZABC claiming New Zealand’s per-capita alcohol consumption was at “an all-time low” in 2024, Health NZ (Te Whatu Ora) publicly refuted this framing as misleading and emphasised that “there is no safe amount” of alcohol consumption. Public health advocates accuse NZABC of cherry-picking positive trends to downplay the overall harm from alcohol, thereby undermining calls for stronger regulation. Academic researchers have noted that NZABC’s talking points (highlighting moderate drinkers and promoting education over regulation) mirror global alcohol industry tactics to resist effective controls.

• Accusations of misinformation: In 2023, the Heart Foundation accused industry groups of misrepresenting health science, saying there is “no safe level” of drinking. NZABC’s Executive Director Virginia Nicholls responded publicly, calling such statements “misleading” and asserting that decades of research show low to moderate drinking can coincide with longevity. This exchange drew fire from health figures who argue NZABC is sowing doubt about clear risks (a strategy similar to other harmful product lobbies).

• Transparency concerns: NZABC does not disclose its funding or detailed membership contributions, which watchdogs find concerning. Its close ties to powerful alcohol corporations have led to questions about its true agenda whenever it presents itself as an advocate for “moderation” and “sensible drinking”. Critics point out that NZABC often omits mentioning its corporate backers in public communications, potentially obscuring vested interests from the public eye.

• Historical baggage: The formation of NZABC itself was controversial. It filled the void left by the Beer, Wine & Spirits Council (the previous alcohol industry lobby group) which dissolved in 2006 amid criticism and internal rifts. Some saw NZABC’s 2018 launch as the industry “regrouping” to fend off new regulatory momentum. Its very announcement included combative language about balancing the debate against those who “want to ban and stop [alcohol] for the sake of it”, setting an adversarial tone with public health advocates from the outset.

28.

• Successor to a previous lobby group: NZABC is effectively the successor to the Beer, Wine and Spirits Council of NZ, which was the alcohol industry’s lobby in the 1990s–2000s. The old council disbanded in 2006 after major brewers withdrew, preferring to lobby government directly. The establishment of NZABC in 2018 marked a strategic return to a united front, indicating the industry’s perception of growing regulatory threat under a more health-oriented government. This context is important in understanding NZABC’s mission and the industry’s coordinated influence efforts.

• Membership composition: NZABC’s membership brings together fierce competitors (beer multinationals, global liquor companies, retail chains) in a cooperative effort. This underscores how high the stakes of regulation are for them – rival companies are willing to collaborate and pool resources to ensure favorable policy outcomes.

• No statutory lobbyist register: NZABC is not registered on any official lobbying transparency register (New Zealand has no mandatory lobbyist registry). This means its meetings with officials and ministers are not routinely disclosed to the public. This lack of formal oversight is one reason The Integrity Institute has flagged NZABC for its Unauthorised Lobbying & Influence project.

• Public positioning: The council consistently brands itself as pro-“sensible and moderate” drinking, attempting to position the industry as part of the solution to alcohol harm rather than the cause. It often cites statistics about declining per-capita consumption and increasing low-alcohol product sales to argue that current policies are working and that further restrictions would unfairly punish responsible consumers. This self-characterisation is a notable aspect of NZABC’s strategy to maintain public legitimacy.

29. Recipient of Wage Subsidy Scheme: Yes. NZABC applied for and received wage subsidies in 2020 under the COVID-19 Wage Subsidy programme. (Despite representing a profitable industry, the council claimed the government wage subsidy during the pandemic – presumably due to reduced membership revenue or cancelled events in 2020. This was publicly reported, drawing criticism from some who noted that taxpayer money supported an alcohol lobby group during the crisis.) The exact amount received was not disclosed in available sources, but the acceptance of wage subsidies is documented.

Sources:

[1] Alcohol Available For Consumption Continues Downward Trend, Scoop News – NZABC press release (Aug 2020). https://www.scoop.co.nz/stories/AK2008/S00519.htm

[2] Cheers! New NZ ABC boss excited by role, Otago Daily Times (Sally Rae, 2 Nov 2022). https://www.odt.co.nz/business/cheers-new-nz-abc-boss-excited-role

[3] Covid-19: Liquor stores record 1800% spike ahead of lockdown, NZ Herald (Lane Nichols, 24 Mar 2020). https://www.nzherald.co.nz/nz/covid-19-coronavirus-liquor-stores-record-1800-spike-in-business-ahead-of-alert-level-4-lockdown/YAGK4M7HFVHGT2V5JKR5PKH2IA/

[4] NZABC | Scoop InfoPages – Collection of NZ Alcohol Beverages Council press releases and news on Scoop. https://info.scoop.co.nz/NZABC

[5] Alcohol industry vows to take on health lobby’s ‘hammer’, Newshub via nzabc.org.nz (26 Mar 2018). (NZABC website repost of Newshub report on NZABC launch). https://nzabc.org.nz/alcohol-industry-vows-to-take-on-health-lobbys-hammer/

[6] New Zealand Alcohol Beverages Council – About us, NZABC (website). https://nzabc.org.nz/about/

[7] Meet the Team – NZABC (Kevin Mapson, Dylan Firth, Virginia Nicholls bios), NZABC (website, 2024). https://nzabc.org.nz/about/ 【Archived snippet】

[8] Nick Leggett: Scary headlines cloud the truth about drinking, NZ Herald (Opinion, 24 Apr 2018). https://www.nzherald.co.nz/nz/nick-leggett-scary-headlines-cloud-the-truth-about-drinking/37XRQVAMEJNMAPS2TKBJVWUI7Q/

[9] Conflict of interest and alcohol discourse – a new face but familiar messages, NZ Medical Journal Vol 131 No.1483 (5 Oct 2018). (Viewpoint by Prof. Sally Casswell et al.) 【Extract】 “The launch of a new body… (ex-mayor Nick Leggett) to head up the Alcohol Beverages Council signifies the industry’s increased awareness of their need to protect their interests… Mr Leggett’s ‘responsible drinkers’ are to be protected from regulation… expresses concern over Scotland’s minimum pricing, claiming moderate drinkers are affected (contrary to evidence)…”. https://nzmj.org.nz/journal/vol-131-no-1483/conflict-of-interest-and-alcohol-discourse-a-new-face-but-familiar-messages

[10] Heart Foundation alcohol claims are misleading – NZABC, The Shout NZ (Charlotte Cowan, 27 Jun 2023). (Trade publication). NZABC’s Virginia Nicholls rejects “no safe level” statements, citing studies showing moderate drinkers live as long or longer than abstainers. https://www.theshout.co.nz/new-heart-foundation-alcohol-claims-are-misleading-nzabc/

[11] Alcohol claims rejected, Otago Daily Times (John Lewis, 12 Mar 2025). (News report). Health NZ (Te Whatu Ora) refutes NZABC’s claim that consumption is at “all-time low”, quotes WHO “no safe amount” and lists alcohol’s health toll. https://www.odt.co.nz/news/dunedin/health/alcohol-claims-rejected

[12] Beer Wine & Spirits Council to Close, Scoop News (Press Release, 30 Nov 2006). Announcement of the dissolution of the former industry body, citing Lion Nathan’s withdrawal and desire to engage government directly. https://www.scoop.co.nz/stories/BU0611/S00526.htm

[13] Executive Director – New Zealand Alcohol Beverages Council (Job Listing), JacksonStone & Partners on LinkedIn (Jul 2022). (Indicative). Highlights role as spokesperson to government for NZABC. 【LinkedIn】

[14] International Alliance for Responsible Drinking (IARD) – Partnership Council, IARD (2023). NZABC listed as member of IARD’s global network of alcohol industry trade associations. https://www.iard.org/get-involved/partnership-council

[15] Strengthening Community Involvement in Licensing Decisions – Proposed law not the answer, NZABC press release on Scoop (9 Jun 2023). NZABC commentary on Justice Committee’s report on the Alcohol (Community Participation) Bill, arguing it “singles out” licensing and expressing reservations. https://www.scoop.co.nz/stories/BU2306/S00134.htm

[16] Sale and Supply of Alcohol (Community Participation) Amendment Bill – Second Reading Debate, NZ Parliament Hansard (2023). (Referenced for context). MPs referencing industry submissions; NZABC’s influence seen in arguments about balancing community input with business rights. 【Hansard records】

[17] Who’s donating? Patterns of party political donations in NZ under MMP, Policy Quarterly (Chapple & Anderson, May 2021) vol.17(2). Analysis of donations – notes alcohol industry donations are small compared to others, suggests influence is more via lobbying than direct funding. https://ojs.victoria.ac.nz/pq/article/view/6818

[18] COVID-19: Economic impact – Alcohol industry talks with govt, Wikipedia (citing NZ Herald 24/03/2020). Confirms NZABC was in talks re: bottle stores in lockdown. https://en.wikipedia.org/wiki/Economic_impact_of_the_COVID-19_pandemic_in_New_Zealand

[19] NZ Alcohol Beverages Council – Wage Subsidy, Democracy Project Substack (Bryce Edwards, 2023). (Excerpt). Notes that NZABC applied for and received COVID wage subsidies in 2020.

[20] NZIER Report for NZABC – Alcohol Beverages Industry Economic Impact (Mar 2022). (Commissioned research). Foreword describes NZABC and lists its members (Asahi, DB, Lion, Pernod Ricard, Spirits NZ Inc, Brewers Assn, Food & Grocery Council, Hospitality NZ). https://nzabc.org.nz/wp-content/uploads/2022/03/NZIER_Alcohol-Beverages-Industry-Economic-Impact-Report_2022.pdf

Spot anything in this entry that is wrong? Please either leave a comment at the end or email, in confidence: bryce@democracyproject.nz