In recent years, pale and amber lager, the largest alcoholic drinks sector in terms of volume sales, have been on a downward trend as a result of a declining demand for standard and economy products. Conversely, ale production in New Zealand is primarily undertaken by small independent breweries and brewpubs, the Shakespeare Brewery in Auckland city being the first opened in 1986 for the 'craft' or 'premium' sector of the beer market. In 2010, this 'craft/premium' sector grew by 11%, to around 8% of the total beer market. This has been in a declining beer market, where availability of beer has dropped 7% by volume in the two previous years.