Tui is a New Zealand beer brand known for its distinctive Tui bird logo and East India Pale Ale.
Last updated October 10, 2026
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Overview
Tui is a New Zealand beer brand produced by DB Breweries. It is one of the country's most recognisable beer brands, with a long history dating back to the 19th century. The brand is named after the native Tui bird, which features prominently on its labels. Tui's flagship product is Tui East India Pale Ale, a dark amber beer with a distinctive taste. The brand has a strong regional following, particularly in the lower North Island, and is known for its humorous advertising campaigns. Tui is widely available in supermarkets, liquor stores, and bars across New Zealand. The brand has also expanded into other beer styles and packaging formats over the years. Despite competition from international brands, Tui maintains a loyal customer base and remains a significant player in the New Zealand beer market.
History
Tui beer has been brewed in New Zealand since the 19th century. The brand was originally established in 1889 in Mangatainoka, a small town in the Wairarapa region of the North Island. It was founded by Henry Wagstaff and Edward Russell, who set up a brewery next to the Mangatainoka River. The brewery was later acquired by DB Breweries, which continues to produce Tui today. The brand's name comes from the native Tui bird, known for its distinctive white throat tuft and melodious song. Tui East India Pale Ale became the flagship product, gaining popularity for its rich flavour. Over the decades, Tui expanded its distribution across New Zealand and introduced new products such as Tui Lager and Tui Draft. In the 21st century, Tui has maintained its position as a beloved local brand, often using irreverent advertising that resonates with Kiwi humour. The brand has also been involved in sponsorships and community events. Despite changes in ownership and market dynamics, Tui remains a symbol of New Zealand brewing heritage.
- 2000
Tui introduced new packaging and marketing campaigns.
- 1960
Tui East India Pale Ale became a national brand.
- 1923
Tui Brewery was acquired by DB Breweries.
- 1889
Tui beer first brewed in Mangatainoka, New Zealand.
Products and positioning
A classic New Zealand beer brand with a strong regional identity and humorous marketing.
Tui East India Pale Ale
A dark amber beer with a distinctive hoppy flavour.
Tui Lager
A crisp, refreshing lager.
Tui Draft
A draft version of the classic Tui beer.
Controversies
2026
Tui river cruise passengers criticise coach-trip itinerary changes and refused refunds
Passengers who paid thousands of pounds for Tui European river cruises said their itineraries were changed to involve hours of coach trips after low water levels on the Danube, attributed by Tui to extreme heat, left the vessel Isla unable to sail sections of the river. Customers on the Tui Isla departures on 14 and 21 September 2026 were sent revised itineraries before travelling, and several passengers said they believed they should get some money back but were offered no refund. One passenger said he had submitted a complaint to Tui and would pursue a refund in the small claims court if necessary. Tui apologised and said customers continued their holidays on amended itineraries under its standard booking conditions.
2022
TUI settles lawsuit over Tunisia terror attack
TUI reached a settlement with survivors and victims’ families of the 2015 Tunisia terror attack in a lawsuit in which claimants alleged the operator had been neglectful. The settlement was reached without admission of liability or fault by TUI.
2021
Teen sues TUI over alleged holiday illness
A teenager is suing TUI UK for more than £500,000, alleging that food at the Jaz Aquamarine Resort in Egypt caused food poisoning and kidney failure. TUI accepts that he became ill and was hospitalized during the holiday but disputes that food poisoning caused the illness and denies negligence.
Recent events
Reported
Tui river cruise passengers criticise coach-trip itinerary changes and refused refunds[4]
Passengers who paid thousands of pounds for Tui European river cruises said their itineraries were changed to involve hours of coach trips after low water levels on the Danube, attributed by Tui to extreme heat, left the vessel Isla unable to sail sections of the river. Customers on the Tui Isla departures on 14 and 21 September 2026 were sent revised itineraries before travelling, and several passengers said they believed they should get some money back but were offered no refund. One passenger said he had submitted a complaint to Tui and would pursue a refund in the small claims court if necessary. Tui apologised and said customers continued their holidays on amended itineraries under its standard booking conditions.
Reported
TUI settles lawsuit over Tunisia terror attack[5]
TUI reached a settlement with survivors and victims’ families of the 2015 Tunisia terror attack in a lawsuit in which claimants alleged the operator had been neglectful. The settlement was reached without admission of liability or fault by TUI.
Reported
TUI offers Black Friday holiday discounts[7]
TUI offered Black Friday discount codes, including an extra £150 off qualifying bookings made through its app from November 22 to November 29.
Weekdays and relative dates follow the original report; their exact calendar dates have not been verified.
- Unconfirmed
Reported
Teen sues TUI over alleged holiday illness[6]
A teenager is suing TUI UK for more than £500,000, alleging that food at the Jaz Aquamarine Resort in Egypt caused food poisoning and kidney failure. TUI accepts that he became ill and was hospitalized during the holiday but disputes that food poisoning caused the illness and denies negligence.
Reported
Trivago and TUI announce tours and activities partnership[8]
Trivago and TUI announced a partnership that will make TUI tours and activities available through Trivago. The article says Trivago users will be able to find the offerings and that Trivago plans to integrate them into its products.
- Unconfirmed
Reported
TUI opens a new Shrewsbury store[9]
TUI opened a new store on Pride Hill in Shrewsbury, combining its previously existing Mardol and St Mary's stores.
TUI announces Sebastian Ebel as CFO[10]
TUI announced that Sebastian Ebel would take over as the company's chief financial officer from January 1, 2021.
Reported
TUI reports progress toward planned cost savings[11]
TUI said its job-cutting and cost-cutting programme was close to identifying the planned €300 million in annual savings, with the full savings not expected until 2022.
Reported
TUI secures €1.2 billion in additional stabilisation funding[12]
TUI secured an additional €1.2 billion in stabilisation funding from German state-owned development bank KfW. The funding was conditional on TUI issuing a €150 million convertible bond to the Economic Stabilisation Fund and bondholders waiving specified senior-note terms, with formal requirements due by September 30.
Reported
TUI announces closure of 166 stores in Ireland and the UK[13]
TUI announced a decision to close 166 stores across Ireland and the UK amid the travel-industry crisis. It said it would seek to move 70% of the 900 staff affected into homeworking sales and services roles.
Sources20 sources
- 1Tui Beer official websitetuibeer.co.nz
- 2TUI Nederlandwikidata.org
- 3TUI Nederlandnl.wikipedia.org
- 4Tui river cruise passengers criticise coach-trip itinerary changes and refused refundsbbc.co.uk
- 5TUI settles lawsuit over Tunisia terror attackeuronews.com
- 6Teen sues TUI over alleged holiday illnessdailymail.com
- 7TUI 推出黑色星期五假日折扣brentwoodlive.co.uk
- 8Trivago与TUI宣布旅游活动合作skift.com
- 9TUI opens a new Shrewsbury storeshropshirestar.com
- 10TUI宣布任命Sebastian Ebel为首席财务官breakingtravelnews.com
- 11TUI报告计划成本节约进展standard.co.uk
- 12TUI获得额外12亿欧元稳定资金breakingtravelnews.com
- 13TUI宣布关闭爱尔兰和英国的166家门店evoke.ie
- 14TUI瑞士宣布关闭分支机构swissinfo.ch
- 15途易集团宣布计划削减多达8,000个职位curacaochronicle.com
- 16途易获批 18 亿欧元政府过渡贷款breakingtravelnews.com
- 17TUI推出诺里奇至特内里费度假航班edp24.co.uk
- 18TUI announces 48 new store closures amid Covid pandemic with 273 jobs affectedbordertelegraph.com
- 19TUI announces closure of 166 high street stores due to coronavirus impactthenorthernecho.co.uk
- 20TUI Group secures a further €1.8 billion in emergency fundingbreakingtravelnews.com
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