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Introduction

In 2022, the Panmure Bottle-O1 sparked public backlash when it advertised Afterpay, a buy now, pay later (BNPL) service, as a payment option for alcohol. Following media coverage and widespread criticism on social media, the store removed Afterpay from its offerings. The backlash was not unwarranted. BNPL is a minimally regulated form of consumer credit, typically associated with clothing, electronics and household essentials—not immediate consumables and certainly not alcohol, the most harmful drug in New Zealand which is responsible for an estimated $9 billion in social harm annually. The convergence of these two products raises serious concerns for increasing financial hardship alongside health and social harms. 

As a provider of both financial mentoring and alcohol and other drug (AOD) services through our Bridge programme, The Salvation Army sees firsthand the damage caused by BNPL-related debt and alcohol misuse. While BNPL use in alcohol retail is currently limited, the lack of safeguards and regulation means this issue is brewing beneath the surface. The risk is particularly acute in off-licence stores, which are disproportionately concentrated in high-deprivation areas across the country. Compounding this is the rise of rapid delivery and remote licences—alcohol retailers with no physical storefronts that deliver directly to consumers—a model that has grown rapidly since 2018 and sits in a regulatory grey area. 

This paper explores the convergence of BNPL services and alcohol availability, focusing on the risks posed by their intersection, especially in vulnerable communities. It argues for proactive regulation to prevent a worsening storm of financial and social harm. 

Download: SPPU Report Oct 2025 – Booze Now, Pay Later

The Salvation Army Territorial Media Officer, 021 945 337, email: media@salvationarmy.org.nz (The Media Officer responds to enquiries from media outlets and journalists. If you would like to donate, are in need of help, or have some other non-media-related enquiry, please call 0800 53 00 00.)

  1. Rob Stock, ‘Liquor Store Does U-Turn on Allowing Customers to Use Afterpay’, Stuff, 8 July 2022, https://www.stuff.co.nz/business/129218992/auckland-liquor-store-does-uturn-on-accepting-afterpay-after-community-backlash.