We understand our responsibility to develop premium quality products and to market our brands responsibly. As New Zealand’s leading alcoholic beverages company. Premier International Wines & Spirits NZ Ltd endeavours to be at the forefront of industry efforts to promote responsible drinking. Our approach is based on key principles.

• Establish standards for the responsible marketing and innovation.
• Combat spurious alcohol, the leading cause of alcohol related deaths in New Zealand.
• Encourage the consumer to switch from country liquor to higher quality IMFL.
• Promote a shared understanding of drinking responsibly.