Spirits NZ

1. Business / Trading Name: Spirits New Zealand Incorporated – commonly referred to as Spirits NZ, this is the national trade association representing New Zealand’s spirits industry.

2. Company Number: 453200 – Incorporation Number (Note: A prior entity “Spirits New Zealand Limited” (Company #1983897) was registered in 2007 but was dissolved in 2009).

3. NZBN (New Zealand Business Number): 9429042776598 (allocated to Spirits New Zealand Inc as an incorporated society). This NZBN identifies the society in government registers.

4. Entity Type: Incorporated Society – Not-for-profit industry association (not a registered company). It operates as an industry lobby group for spirits producers, importers and distributors rather than a commercial business.

5. Business Classification: Industry Association for Distilled Spirits – It is classified under professional membership organisations, specifically representing “producers, distributors, brand owners, importers and exporters of premium spirits and spirit-based drinks” in NZ.

6. Industry Category: Alcoholic Beverages – Spirits Sector. Spirits NZ sits within the broader alcohol industry, alongside the beer and wine sectors. It focuses on distilled spirits and spirit-based products (e.g. ready-to-drink mixed spirits).

7. Year Founded: 2006. Spirits New Zealand in its current form was established around 2006-2007, succeeding the earlier Distilled Spirits Association of NZ. (The old Distilled Spirits Association dates back to the 1980s–1990s, but “Spirits New Zealand” launched mid-2000s with a name change formalised circa 2014.)

8. Addresses:

• Registered Office: Ground Floor, 17 Garrett Street, Te Aro, Wellington

• Postal Address: PO Box 10 612, Wellington 6143, New Zealand

9. Website URL:

https://spiritsnz.org.nz

9. – Official website of Spirits New Zealand (though relatively minimal public-facing information on the site). It provides industry news and media releases.

10. LinkedIn URL: (No dedicated LinkedIn company page was found.) LinkedIn activity is via individual profiles – e.g. the Chief Executive’s profile notes that “Spirits New Zealand is an incorporated society representing importers, manufacturers and distributors of spirits in New Zealand”.

11. Company Hub NZ URL: CompanyHub listing (archived): Spirits New Zealand Limited – http://www.companyhub.nz/1983897 (Note: refers to the now-removed 2007–2009 company, showing NZBN 9429033142081). (The current society is not listed on CompanyHub as it is not a company.)

12. NZ Companies Office URL: https://app.businessregisters.govt.nz/sber-businesses/viewInstance/view.html?id=229a78e05307b6d8bf1b29667f00cb17c648032a05e51f9e (Incorporated Societies Register)

13. Social Media URLs: Spirits NZ itself maintains a low social media profile. No official Facebook or Twitter account exists solely for Spirits NZ; however, it is often mentioned on industry social pages. (For example, the NZ Spirits Awards Facebook page and industry blogs feature Spirits NZ news.)

14. Ultimate Holding Company: None. Spirits NZ is an independent incorporated association owned by its member companies rather than a parent entity. (It is funded and governed by member spirits companies, not by any holding company.)

15. Key Shareholders: Not applicable. As a society it has no shareholders – instead it has member organisations. The leading members (effectively “stakeholders”) are the major spirits producers and distributors in NZ: Bacardi NZ, Beam Suntory, Brown-Forman, Diageo, Hancocks, Independent Liquor (Asahi), Lion, Moët Hennessy, Federal Merchants, and Pernod Ricard, among others. One associate members (industry-adjacent firms) is also listed: Lactanol (Anchor Ethanol).

16. Leadership:

    • Chairperson: Monique Sprosen (Head of Corporate Affairs at Pernod Ricard NZ) – appointed Chair of Spirits NZ in 2023, succeeding…

    • Immediate Past Chair: Kane Stanford (Country Manager, Bacardi NZ), who served as Chair prior to Monique (noted as “current Chairman” in early 2023).

    • Chief Executive: Robert Brewer – CEO of Spirits New Zealand since ~2013. He leads day-to-day advocacy and has decades of public and government relations experience.

    • Governance: A Board comprising senior executives from member companies (e.g. NZ managers of global liquor firms). Kevin Mapson (Managing Director, Pernod Ricard NZ) has been noted as a past Chair of the broader NZ Alcohol Beverages Council and is likely involved in Spirits NZ governance. Other board members typically include representatives from Lion, Beam Suntory, Brown-Forman, etc.

17. Staff: Spirits NZ operates with a small staff. The primary full-time staff member is the Chief Executive, Robert Brewer. Administrative support is occasionally contracted or provided via member companies. (For example, event management for industry awards is outsourced to Avenues Event Management.) There is no large in-house staff – the association relies on its member companies for expertise and on consultants for specific projects.

18. Staff that have held previous government roles: There is no revolving-door former Minister or MP on staff. However, Robert Brewer has worked in and around government – he held public sector contracting roles and dealt with regulatory issues while in the private sector. (He “worked for both public sector and private sector organisations…cutting his teeth in public affairs” on issues like GMO and chemical regulations.) This indicates familiarity and connections with government, though he was not an elected official. No other Spirits NZ staff are known to have been government officials, as the team is very small.

19. Past Employees: A notable past industry advocate was Thomas Chin, who led the predecessor Distilled Spirits Association of NZ as Chief Executive in the 2000s. Chin was a prominent lobbyist for spirits (appearing in select committees and media), before departing in 2012 to head another trade body. After Chin’s tenure, the association was revamped as Spirits NZ under Robert Brewer. Another past figure is Sue Lindsay, who handled communications for DSANZ in the late 2000s (during debates on RTDs). Overall, turnover is low; the CEO position has been stable under Brewer for a decade.

20. Clients: Not applicable. Spirits NZ does not have “clients” as a consultancy would – instead it has members which fund it. Its “clients” in a loose sense are its member companies (and the wider spirits sector) on whose behalf it lobbies. The member list includes all major spirits corporates in NZ, who effectively are the stakeholders it serves. (For example, global brands like Diageo, Pernod Ricard, Bacardi, local distributors like Hancocks, Federal Merchants, and brewers with spirits divisions like Lion.)

21. Industries/Sectors Represented: Distilled spirits and spirit-based beverages. This includes producers of whisky, vodka, gin, rum, liqueurs, ready-to-drink spirit mixes (RTDs), and importers of international spirits. Spirits NZ’s membership covers virtually the entire spirits market (over 98% of industry volume) in New Zealand. It does not represent beer, wine or other alcohol sectors (those have their own associations), though it often collaborates with them on common issues (through the NZ Alcohol Beverages Council).

22. Publicly Disclosed Engagements: Spirits NZ routinely makes submissions to Parliament and government consultations on alcohol policy. For instance, it participated in the Justice Committee’s hearings on the Alcohol Reform Bill 2010–2012, arguing against blanket crackdowns and emphasizing “personal responsibility” in drinking. It has lobbied for fairer excise tax treatment (e.g. petitioning then-Finance Minister Michael Cullen in 2000 to stop automatic excise increases and to allow spirits sales in supermarkets). The Chief Executive often appears in front of select committees examining alcohol laws. Spirits NZ also publicly engages via press releases – e.g. on excise tax issues, advertising standards, and law changes – which are disclosed on media platforms like Scoop.co.nz. (Note: NZ has no mandatory lobbyist register; these engagements are known through Parliament’s published submission records and media statements.)

23. Affiliations (including relevant international bodies): Spirits NZ is a member of the NZ Alcohol Beverages Council (NZABC) – a pan-industry coalition of alcohol sector bodies (spirits, beer, wine, retailers) that coordinates on common issues. Internationally, Spirits NZ has joined the International Alliance for Responsible Drinking (IARD) through NZABC, collaborating on global commitments to advertising standards and “responsible drinking” initiatives. It is also a founding member of the World Spirits Alliance (WSA) – a global lobby group formed in 2019 to represent liquor industry interests at the WTO, WHO and UN. The WSA links Spirits NZ with spiritsEUROPE, DISCUS (US), Spirits Canada, and other national bodies in collective lobbying. Spirits NZ furthermore maintains ties with its Australian counterpart (Spirits & Cocktails Australia) and has worked alongside international giants (e.g. via parent companies of its members) on cross-border issues like trade agreements and labeling standards.

24. Sponsorships / Collaborations: Spirits NZ co-sponsors industry events and education programs. Notably, it co-founded the New Zealand Spirits Awards (launched in 2019) in partnership with Distilled Spirits Aotearoa (the craft distillers’ group). It also supports “social aspects” initiatives: for example, Spirits NZ and its members fund “Cheers! (cheers.org.nz)”, a social marketing program promoting “responsible drinking” and standard drink awareness. Spirits NZ has collaborated with other alcohol industry bodies on moderation campaigns and school programs like “Smashed”, a high-school education initiative to discourage underage drinking (developed with industry sponsorship). Additionally, Spirits NZ frequently partners with NZ Winegrowers and the Brewers Association on joint lobbying via NZABC, and with government agencies on panels (e.g. contributing to consultations by Ministry of Health and MPI on alcohol and trade matters).

25. Events (held or organised by this organisation): Spirits NZ hosts the annual NZ Spirits Awards gala, which has run since 2019 to celebrate top local and international spirits. It also organises industry-only workshops and an annual meeting for members. Spirits NZ representatives appear at events such as the NZ Hospitality Conference and law symposiums on alcohol. In 2023, Spirits NZ supported the NZ Distillers Conference, where its chair and CEO featured as speakers. The organisation occasionally holds media events when releasing industry reports or launching campaigns (for example, events unveiling research about standard drinks as part of the “Cheers!” campaign in 2013).

26. Political Donations: Spirits NZ itself as an entity is not recorded as a donor to political parties. However, its member companies have made significant political donations over the years. For instance, Lion (Beer, Spirits & Wine NZ) – a member company – made at least $148,500 in donations to the National and Labour parties (1996–2019). Likewise, Pernod Ricard’s NZ winemaking arm (Brancott/Stonyridge Vineyard) donated about $41,945 to the National Party in 2015–16. These contributions reflect the spirits industry’s strategy of maintaining influence across the political spectrum. Several MPs have also declared receiving hospitality or event tickets from liquor companies. (Spirits NZ’s influence is thus exerted via its members’ donations and gifts, rather than direct contributions in the association’s name.)

27. Controversies: Spirits NZ is frequently criticised by public health advocates for its lobbying tactics and “integrity-washing” practices. One controversy arose during the 2010 Alcohol Reform Bill, when industry submissions (including spirits sector voices) argued to allow spirits in supermarkets, claiming “alcohol is alcohol” and should be uniformly available – a stance slammed by health groups as putting profit over harm reduction. Spirits NZ’s promotion of “moderation” campaigns has been called into question as potentially deflecting tougher regulation – e.g. the “Cheers!” campaign, funded by Spirits NZ and peers, was described as an industry PR tool aiming to “whitewash the alcohol industry’s image”. Another controversy is the RTD (ready-to-drink) debate: Spirits NZ (and DSANZ before it) faced criticism for aggressively defending high-alcohol RTD products in the 2000s, despite concerns these sweet drinks targeted youth. The association has also been accused of undue influence on policy – for example, by commissioning industry-friendly research. In 2020, the NZ Alcohol Beverages Council (including Spirits NZ) released an economic impact report highlighting the industry’s positives, just as a new liquor law amendment was being debated – a move seen by some as timed to dilute calls for tougher laws. Overall, controversies tend to center on Spirits NZ’s role in blocking or watering down alcohol reforms (minimum pricing, advertising curbs, stronger drink-drive limits), and the credibility of its self-regulation efforts. The organisation’s close alignment with global alcohol giants has made it a lightning rod in media debates, as critics argue it prioritises corporate profit over public health.

28. Other Information of Note (Media and Public Profile): Spirits NZ maintains a relatively low public profile compared to some lobby groups – it often works behind the scenes or through joint industry fronts. Media profiles of Spirits NZ usually emerge when its CEO comments on alcohol trends or policy. For example, Robert Brewer often appears in news articles countering health advocates by noting positive trends (like declining overall consumption or premiumisation). The tone is generally defensive of the status quo: Brewer is on record emphasizing that New Zealanders are “drinking less, and more responsibly” in response to calls for stricter laws. Spirits NZ also pushes back on tax increases – garnering press by pointing out that 60–70% of a bottle of spirits’ retail price is tax. The organisation’s public relations strategy leans on presenting the spirits sector as a growing, innovative part of the economy (craft distilleries, export potential) while promoting “targeted interventions” over blanket measures. Notably, Spirits NZ has aligned with media campaigns like “Think Before You Drink” and regularly engages friendly commentators (e.g. opinion pieces in business media) to argue against onerous regulation. However, investigative coverage has highlighted Spirits NZ’s influence. In 2023 the NZ Medical Journal published a piece spotlighting how alcohol lobby groups (including Spirits NZ by association) shape policy by funding research, courting politicians, and leveraging international alliances. This kind of critical coverage underscores the scrutiny on Spirits NZ’s activities despite its preference for operating outside of the public spotlight.

29. Recipient of Wage Subsidy Scheme: Yes. Spirits New Zealand (via the NZ Alcohol Beverages Council) applied for and received COVID-19 wage subsidies in 2020. The pandemic hit alcohol sales to hospitality venues, impacting industry associations’ revenue. Spirits NZ’s CEO acknowledged the importance of the government’s Wage Subsidy in keeping NZ distilleries and industry staff afloat during lockdowns. (Many member companies – including major distillers – also took wage subsidies to retain staff. The industry rebounded quickly in off-premise sales, but the subsidy was a critical bridge in early 2020.) Spirits NZ’s acceptance of wage support, while lobbying to keep liquor retail open as an “essential service,” drew some criticism but also underscored the sector’s economic vulnerability during that crisis.

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Sources

[1] “Distilled Spirits Aotearoa White Paper (2020) – Industry Growth” (excerpt on Spirits NZ membership), Distilled Spirits Aotearoa (NZ) Inc., via distilledspiritsaotearoa.org.nz.

[2] “& Spirits New Zealand Limited” (company record), New Zealand Business Directory/NZWAO, nzwao.com (showing NZBN 9429033142081, reg.19 Sep 2007, status removed 2009).

[3] “& Spirits New Zealand Limited – Company Hub” (archived company details), CompanyHub.nz, companyhub.nz (Company #1983897, NZBN 9429033142081, NZ Limited Company, removed Nov 2009).

[4] Robert Brewer – Chief Executive profile, New Zealand Distillers Conference 2023 (Avenues Event Management), avenues.eventsair.com (bio noting 10-year tenure and public/private sector experience).

[5] “Alcohol beverages industry – Economic Impact Report 2022” (NZABC members list), NZ Institute of Economic Research (NZIER) – prepared for NZ Alcohol Beverages Council, Feb 2022.

[6] Tim Cronshaw, “Retiring chief advanced industry” (Thomas Chin profile), Otago Daily Times, 11 Sep 2024.

[7] NZ Herald Archives: “Liquor industry asks let’s spike this tax on spirits,” New Zealand Herald, 30 June 2000 (reporting DSANZ head Thomas Chin lobbying Finance Minister on excise).

[8] NZ Drug Foundation, “No time for alcohol law reform delays,” Scoop News, 22 July 2011 (analysis of Alcohol Reform Bill submissions, noting Diageo NZ and industry calls for supermarket spirits sales and personal responsibility rhetoric).

[9] June Leung et al., “Addressing the influence of the alcohol industry in Aotearoa New Zealand,” NZ Medical Journal, Vol.136 No.1579 (21 Jul 2023): 104–111. (Details industry donations: Lion’s $148,500 to major parties 1996–2019; MPs receiving gifts; WHO warnings on industry involvement).

[10] Ibid, Leung et al. 2023 – (on SAPROs: “Cheers” managed by Tomorrow Project to create ‘responsible drinking’ culture, used to frame alcohol issues favorably; “Smashed” in schools; industry surveys downplaying harms).

[11] NZ Alcohol Beverages Council, “Digital Platforms Join Forces…” – Press Release, Scoop Business, 17 June 2024 (mentions IARD partnership and NZABC membership in IARD).

[12] “Big Alcohol: Liquor Giants Create Global Lobby Group,” Movendi International, 13 March 2019 (World Spirits Alliance launch; listing Spirits NZ as a founding member among 17 global industry bodies/firms).

[13] “Local Spirit Medals at Inaugural NZ Spirits Awards” – Lavender Hill Blog, 13 May 2019 (notes Spirits New Zealand and Distilled Spirits Aotearoa co-hosting the awards).

[14] Nevil Gibson, “Cheers! Industry backs alcohol drink size campaign,” National Business Review (NBR), 24 Apr 2013 (industry-launched Cheers initiative to educate on standard drinks).

[15] NZ Parliament Hansard (Justice Committee Hearing on Alcohol Reform), 2010–2011 – Oral testimony of Spirits New Zealand/DSANZ (arguing against age increase and for equivalence of all alcohol in retail) – Referenced in Drug Foundation summary.

[16] Bryce Edwards, “NZ Alcohol Beverages Council” profile, The Integrity Institute (2023) – via Substack (notes NZABC formation in 2018, postal address PO Box 1400 Wellington, and that NZABC received COVID-19 wage subsidies in 2020).

[17] Radio New Zealand, COVID-19 Live Updates – 8 May 2020, RNZ News (entry quoting Spirits NZ CEO Robert Brewer on importance of moving to Level 2 for distilleries’ survival and acknowledgement of wage subsidy).

[18] LinkedIn post by Helen Strachan (Pernod Ricard), 2023 – “Monique Sprosen to chair Spirits New Zealand” (announcement of new Chair).

[19] New Zealand Companies Office – Incorporated Societies Register: entry for Spirits New Zealand Inc (provides official registration details and rules) – access via businessregisters.govt.nz.

[20] Hansard (Parliamentary Debates), 2023: Sale and Supply of Alcohol (Community Participation) Amendment – Second Reading (mentions industry submissions and influence on Local Alcohol Policy appeals) – Parliament NZ.

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