Walk into any New Zealand supermarket and you'll spot rows of colorful juice bottles — and chances are, the brand that catches your eye first is Charlie's. It's a homegrown Kiwi juice and drinks brand known for its fresh, natural flavors, and it's one of the local labels you should absolutely try while you're in the country.
In this article, we'll introduce Charlie's along with other local New Zealand drink brands and a bit of the country's unique beverage culture. It'll make browsing the supermarket aisles on your trip a lot more fun.
What Is Charlie's?
Charlie's is a juice brand founded in New Zealand in 1999. Built around the concept of "Pure Fruit Juice," it has always made naturally flavored juices without artificial flavors or colorings.
One of its trademarks is the playful packaging design. The bottles feature the brand's characters and quirky messages that are fun just to read. There's also a wide range of flavors — tropical fruit blends, berry mixes, citrus varieties, and more.
The brand is now part of the Coca-Cola group, but it hasn't lost its identity as a local Kiwi label, and it still holds a permanent spot in the juice aisle of every supermarket.
Recommended Flavors
- Orange Juice: Simple, but high quality with a rich, full flavor
- Feijoa: A fruit native to the NZ scene, with a distinctive taste somewhere between guava and pineapple
- Tropical: A mango and pineapple blend — sweet and easy to drink
- Apple & Ginger: Refreshing with a clean finish
The feijoa flavor is something you simply can't get in most countries — it's a New Zealand specialty, so don't leave without trying it.
Other Local NZ Drink Brands
Charlie's isn't the only distinctive local drinks brand New Zealand has to offer:
L&P (Lemon & Paeroa)
Famous for its tagline "World Famous in New Zealand," this Kiwi soda is a lemon-flavored fizzy drink made with natural spring water from Paeroa in the Waikato region. It's a national institution among New Zealanders and a popular souvenir too. The taste is light and refreshing, with restrained sweetness.
Moa Brewing
A New Zealand craft beer brand named after the extinct giant moa bird featured on its logo. Moa produces a wide range of characterful beers, with distinctly Kiwi flavors built on hops from Central Otago and Nelson.
Karma Cola
An organic cola brand born in New Zealand. Karma Cola works on fair-trade terms with the growers of its cola nuts and puts a portion of its profits back into supporting those producers. The flavor holds its own too — even serious cola fans will be satisfied.
Where to Find Them in Supermarkets
You can pick up all of these drinks at the major supermarkets around Wellington:
- Countdown: Now rebranded as Woolworths — the country's biggest supermarket chain
- New World: A supermarket chain with stores throughout New Zealand
- Pak'nSave: A discount supermarket focused on low prices
- Four Square: Smaller, local-scale grocery stores
The juice section is usually in the chilled aisle. Charlie's comes in both shelf-stable bottles and refrigerated versions.
Pairing with New Zealand's Coffee Culture
New Zealand is also a country with a deeply rooted coffee culture. Coffee in the morning, a Charlie's juice for hydration during the day, and an L&P or a craft beer with dinner — that's a very Kiwi lineup of drinks for one day. Everything is easy to find at supermarkets and cafes, so give it a try during your travels.
Taking Some Home as Souvenirs?
Since these are liquids, keep airline rules in mind (the 100ml carry-on limit applies), but cans and bottles of L&P are surprisingly compact and make popular souvenirs. Charlie's quirky bottles also make fun gifts for friends. Note that foods made from fruit and vegetables can run into biosecurity restrictions, but commercially packaged juice (sealed and processed) is almost always fine — just check the latest quarantine rules before you fly.
New Zealand supermarkets aren't just for groceries — they're a place to discover local brands. Make time to browse one during your trip.