Black Label Barbecue

Black Label Barbecue is Rotorua’s hot spot for a genuine barbecue fix. Over time, it has become a beloved establishment, renowned for its barbecued goodies served straight from the pit. Owned by Rotorua locals Shaun and Alia Branson, Black Label Barbecue operates a brick-and-mortar joint, a mobile catering service and, since 2024, a bustling food truck. Black Label offers a relaxed dining style with a mission that is clear: bringing an authentic, low-and-slow barbecue experience to every guest, no matter their dietary preference.

Housed in the former Lava Bar nightclub, the brick-and-mortar smokehouse retains a dash of its neon-lit past while embracing family-friendly fun. The old dance floor now hosts a kids’ zone equipped with a TV, pinball machine, cosy couches, and bookshelves, alongside a pool table for some friendly competition. Indoors and out, there’s ample room for gatherings large and small, with a sunny patio that offers front-row seats to the giant blue wood-fired barbecue - tended by the resident pitmaster every 20 minutes - and a smaller barbecue dedicated to baking the house pumpkin pie.

Shaun first fell for competitive barbecuing at New Zealand’s inaugural Meatstock in 2017, forming his own team the very next year, and today shines as an award-winning pitmaster. Alia, with years of events know-how, brings that same passion and precision to every off-site catering gig. In 2021, they turned up the heat by investing in a custom Texas-built mobile smoker, and just twelve months later, they claimed victory on TVNZ’s Cooks on Fire barbecue competition. Their journey led to the opening of their own smokehouse in December 2023, complete with on-site sleepovers and a whole army of help pitching in to make it happen before the festive period. And by 2024, they were ready for their next adventure: a food truck that brings Black Label’s smoky flavours straight to the streets.

Designed for sharing, the menu follows a Texas BBQ model: pick your protein, then add sides - each crafted vegetarian-friendly by default, with meat optional for flexibility. Most ingredients arrive from local suppliers, although the prized pork ribs are USA imported for their superior cut. Standout pit items include the 15-hour smoked brisket, beef short ribs, and the much-loved BBQ-baked pumpkin pie. For something lighter, don’t sleep on the mac & cheese or the chicken-fried pickles. The legendary ‘Joker’ smash burger deserves its own mention: born as a simple pop-up staple during COVID, it saved the business by selling out in hours, covering the mortgage, and winning over new fans, many of whom now flock to the restaurant just for that juicy burger.

Beyond serving unforgettable barbecue, Black Label Barbecue remains deeply rooted in New Zealand’s tight-knit pitmaster community. Shaun and Alia often feature fellow competitors’ rubs and sauces on their shelves, and co-manage local events like the Blues and BBQ festival, where they even host a children’s burger competition judged by kids. Their vision is both humble and grand: unite people through fire and food, creating a lasting, iconic eatery that feels like home for Rotorua locals and visitors alike.