Charlotte Read, General Manger Brand at NZW
The global love affair with New Zealand wine continues unabated. New Zealand Winegrowers (NZW) General Manager Brand Charlotte Read shared that in the key global markets New Zealand wine exports to, it outperforms the overall category growth in value and volume.
"We are very optimistic about our future growth prospects. We don't deny that challenges exist in our operating environment, such as increasing business costs and destocking global supply chains during the pandemic. Still, the big picture remains extremely positive," said Read.
The extreme weather events earlier in 2023 had a varied impact on the industry, with some regions facing major devastation, with an estimated 800 hectares of vineyards losing some or all of their fruit, and another 300 hectares of vineyards facing significant infrastructure damage and fruit loss.
NZW initiated its biosecurity and emergency response manager, Sophie Badland. This included coordination with MPI, central government agencies, and national industry bodies, working closely with Hawke’s Bay and Gisborne winegrowers to coordinate a response on local levels, and providing additional funding and support for staff relocation. NZW also secured funding from MPI to provide on-the-ground viticultural advice to affected members with a team of specialists coordinated by NZW board member Emma Taylor along with Dr David Jordon, who made 44 individual visits to affected vineyards.
Hawke’s Bay and Gisborne winegrowers have received donations totalling more than $400,000 in support of affected grape growers and wineries.
As of the end of October, NZW industry export value is $2.22b, up five percent from a year ago.
Read continued that the demand for New Zealand wine, particularly Sauvignon Blanc, was reflective of increased awareness by consumers around the globe who appreciate its unparalleled distinctive flavours and commitment to quality and know it is a unique product they can trust.
Sauvignon Blanc is the New Zealand wine industry's flagship export, despite these consumers continuing to explore the diverse range of wine varieties with Pinot Noir and Chardonnay enjoyed globally. Rosé and Pinot Gris are becoming increasingly popular.
The focus on sustainability has always been an integral part of the New Zealand wine industry, and this means that consumers can trust that their bottle of New Zealand wine has been made with respect for the natural world and its people. Sustainable Winegrowing NZ (SWNZ) is widely recognised as a world-leading sustainability programme and was one of the first to be established in the international wine industry in 1995. Since its inception, SWNZ has had to go where there is no blueprint, re-invent, and redefine its role in how winemakers measure and report their impact on the planet. Currently, ninety-six percent of New Zealand's vineyard-producing area is SWNZ certified, with 10 percent also operating under recognised certified organic programmes.
The Bragato Research Institute, in partnership with NZW and MBIE, launched the Vineyard Ecosystems programme in 2015 to promote more sustainable practices. In two distinct programmes, Pinot Noir and Sauvignon Blanc, have been designed to improve yield quality and diversify the varieties to make both more resilient and sustainable. The programme aimed to create 12,000 entirely new variants of New Zealand Sauvignon Blanc, with traits to improve resistance to fungal infection, frost tolerance, and efficiency of water use while maintaining the varietal’s renowned flavour profile from the Marlborough region.
New Zealand Winegrowers (NZW), the world's sole unified national winegrowers industry body, exists to protect and enhance New Zealand Wine's premium reputation and drive its sustainable and diversified value growth.
Defining the essence of the New Zealand Wine brand and what makes it unique and distinctive worldwide has been a critical focus for the NZW Brand team in the past year.
The Altogether Unique brand story is the foundation cornerstone on which the industry's regional and member winery stories are built, and this alignment allows New Zealand's messaging to be more impactful. A focused approach is also essential, and NZW has a physical presence in the key markets of the UK, US, Canada, Australia, and China. NZW market managers follow an 'influence the influencer' strategy targeting trade and media with activities that showcase the diversity and quality of New Zealand's wine styles. It also provides its members with market insights and connection opportunities to maximise international growth.
"We are excited that in February 2025, after an eight-year hiatus, our industry's prestigious Pinot Noir NZ conference is returning. The website is live, and delegate tickets will be sold early next year."
Keeping abreast of the latest trends and providing relevant insights are key parts of our function at NZW. Last month, NZW held a Wine Business Forum in Christchurch to arm its members with valuable information to support their businesses.
See more insights from the 2024 Buyer's Guide below:
