Papamoa beach crash death: Alcohol a factor

Alcohol was a factor in a crash on Papamoa beach last night that killed a 24-year old man, police have said.

The Toyota Surf 4WD was being driven at the popular Bay of Plenty holiday spot when it rolled just before 8pm, about 500m north of the beach access at Harrisons Cut.

The driver, from Kerikeri, had to be cut from the wreckage by firefighters.

Four other occupants of the vehicle were uninjured and are assisting police with their inquiries.

"Driver behaviour, alcohol and failure to wear a seat belt are believed to be factors in this crash," said Western Bay of Plenty area commander Inspector Clifford Paxton.

He urged caution over the festive period.

"Before you consume alcohol make sure you have a plan on how you are going to get to your destination and home again safely," he said.