winemaking Wine regions dig deep to promote unique identity Soils help flavour regional branding Danielle Costley
Industry is recognising that regional and sub-regional geographical indicators (GIs) are powerful marketing tools, prompting wine regions to look for innovative ways to set themselves apart from their counterparts. Appellation schemes, sub-regional branding campaigns and wine challenges are just some of the initiatives regions are using to establish individuality in such a competitive climate. New Zealand has done this quite successfully over the years. The Marlborough and Hawke’s Bay regions are now strong brands and, while promoting their regionality and respective wine styles, they have strengthened rather than diminished the international recognition of this country. The Upper North Island Wine Challenge was initiated two years ago as part of the Wine Science Program at The University of Auckland. This competition – which saw 100 wines entered from Northland, Auckland, Waikato and Bay of Plenty – was initiated from a perceived need for the region and its sub-regions to be recognised as making a unique and historical contribution to the NZ wine industry. “We believe this collaborative
Gimblett Gravels logo that features on their bottles as part of the region’s appellation scheme. April 2012 – Issue 579
approach between The University of Auckland and regional winegrowers is unique, and our point of difference will ultimately focus on the ability to identify the sub-regional differences between wines and the consequent challenges for winegrowers and winemakers,” said Randy Weaver, head of the University’s Wine Science Program. “The competition provides feedback to winemakers and, of course, celebrates their successes. But it also gives winemakers a standard sensory evaluation, technical notes, and the judges provide detailed comments on each of the wines in the competition.” This data is collected for detailed analysis at the university, with a longterm goal of gaining valuable insight into regional and sub-regional differences. This information will then be fed back to the industry. In the Hawke’s Bay region of NZ’s eastern North Island, winemakers are no longer content to sit in the shadow of the Marlborough Sauvignon Blanc, and have introduced a brand, ‘Gimblett Gravels’, to identify itself separately when promoting NZ wines. The Gimblett Gravels appellation, covering 800 hectares, is strictly
determined by a tightly specified soil type that is laid down by the old Ngaruroro River. According to Hawke’s Bay Wine Growers Association executive officer, Lyn Bevin, other sub-regional groups are beginning to venture down this path and more will formalise their sub-regional appellations or GIs this year. “Sub-regional identities add to the flavour and depth of a regional story and will always have a part to play in the market,” Bevin said. “The danger is when sub-regions promote to the exclusivity of the umbrella region and each other, ultimately confusing the consumer. This undermines the very reason for expanding a regional wine story. “It can also dilute a regional message before the regional message is fully developed, understood and accepted. With a small number of producers in the region, this can divide resources, activity and collaboration.”
Mudgee In Australia, Mudgee winemakers recently conducted a survey, commissioned by the Mudgee Wine Grape Growers Association and New
Mudgee association is looking into establishing a Mudgee appellation, which will be displayed on bottles that meet the appellation criteria. www.winebiz.com.au
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