A story out today says the country's breweries believe packaged beer is far too cheap in New Zealand, and they are planning price rises of 5-10% to claw back millions of dollars in lost profits.
DB and Lion say an intense price war between the two breweries has effectively cost the country's top brewers and supermarkets around $66 million over the past year.
Attempts by DB to try and increase its margins a few years ago fell flat after just three months, after customers went for cheaper alternatives instead.
DB says it will introduce a 5% increase for all its packaged beers from March 1st. Australian-based rival Lion is also considering a price rise of 7-10% before July.
Breweries say the economic downturn has seen people turn to cheaper stocked beers, with sales down significantly in rural South Island and the lower North Island.
But it's not all bad news for the breweries... DB's Tui brand is its best selling beer in the North Island, with a sideline income of $1.5 million worth of Tui-branded food and merchandise.
Tui HQ in Mangatoinoka already attracts around 35,000 visitors a year, and turns over $1.25 million per annum. Weddings and on-site events are becoming increasingly popular.
* Stuff: Tui barrels ahead with million-dollar sideline
* Stuff: Price war flattens beer profits
Posted at 9:08 pm