Black Label Barbecue - Our Story

Our Story

Proudly Rotorua. Seriously Smoked.

Black Label Barbecue is owned and operated by Rotorua locals Shaun and Alia Branson, alongside a top-notch team of passionate hospitality pros. With a BBQ joint, mobile catering service, and a food truck in action, we’re here to serve up the real deal — low & slow, wood-fired barbecue done right.

Our journey began in 2017, when Shaun got hooked on the art of American-style barbecue after attending NZ’s first Meatstock festival. A year later, Black Label Barbecue was born on the competitive BBQ circuit — and we even picked up a trophy at our first comp.

Today, Shaun is a prize-winning pitmaster who lives and breathes barbecue. Alia brings years of experience in hospitality and events to the table, managing our catering and off-site operations with style and precision.

In 2021, we went all in — investing in a custom-built Johnson Smoker from Texas and launching our professional catering arm. We’re based in Rotorua, but you’ll spot us smoking up a storm across the Central North Island and beyond, from Auckland to Wānaka.

In 2022, we took out the top spot as champions of TVNZ’s Cooks on Fire, gaining a nationwide following and a ton of momentum. That led to our next big move — opening the Black Label Barbecue Joint in Rotorua just before Christmas 2023. It’s a relaxed, family-friendly space where you can dig into legit barbecue, enjoy a cold drink, and let the kids have fun too.

In 2024, we hit the road with our brand new food truck, designed to bring our signature barbecue to festivals, private events, and hungry folks on the go.

Whether you’re dining in, booking catering, or chasing us down at a festival — you’re getting the same commitment to quality, flavour, and the genuine Black Label experience.