A Hawke's Bay man who won an $11 million Powerball prize from New Zealand's luckiest Lotto store says his family members now travel from out of town to Hastings to try to cash in themselves.

Throngs of punters descended on the store on Wednesday in a bid to win a $28 million Powerball prize.

Unichem Stortford Lodge Pharmacy has long held the title as New Zealand's "luckiest" Lotto store, with a total of 49 First Division winning tickets sold there.

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