New Zealand Winegrowers
Fertile ground for New Zealand Winegrowers New Zealand Winegrowers saw a year of record export growth in 2023, reflecting a growing international interest in New Zealand wine.
Catherine Wansink Australia Market Consultant New Zealand Winegrowers
Despite economic and environmental challenges over the course of 2023, the export industry for New Zealand wine grew significantly, as Catherine Wansink, New Zealand Winegrowers Australia Market Consultant, explains. “Our wine exports have surged to new record levels with the largest ever oneyear growth, lifting 23 per cent in value to $2.4 billion. With value growth outpacing volume (+19 per cent), it is clear consumers are prepared to pay for the distinctive flavours and commitment to quality that New Zealand wines deliver,” she said. Additionally, during 2023, New Zealand Winegrowers made significant inroads in defining its international brand identity. “We launched our new brand platform, New Zealand Wine Altogether Unique,
ASSOCIATION
the result of defining the brand essence of New Zealand wine and its accompanying
Premium potential Premiumisation offers a significant opportunity for the New Zealand wine industry, with growing interest in premium Chardonnay, Pinot Noir, and Sauvignon Blanc. “All these varieties strongly reflect New Zealand’s unique terroir and huge diversity of regions, providing an opportunity to continue building our own niche in the market with a consistent story of provenance and what makes New Zealand wine unique and different,” Wansink said. This will help to insulate the New Zealand wine industry from other economic challenges.
new visual identity. Telling the story of
“We are extremely optimistic about the year ahead, although we are aware of
what makes New Zealand wine unique and
challenges in the current operating environment, such as increasing business costs
distinctive is particularly important in the
and the destocking of global supply chains.”
Australian market,” Wansink said. The quality of New Zealand wine was
producers are facing daily and is impacting
“This programme was well received by
recognised with Hawke’s Bay being named
day-to-day decisions. To address this
members and provides a good model for
one of 12 Great Wine Capitals of the World.
challenge, the Bragato Research Institute,
future emergency responses,” Wansink said.
“This shows that while New Zealand’s
our wholly owned research subsidiary, has
Looking to the future, New Zealand
wine growing industry is still young, we
research programmes in place to develop
Winegrowers will focus on building the
offer quality to rival the world’s oldest,”
new planting material to meet the challenges
Pinot Noir New Zealand 2025 conference
Wansink said.
of a climate-altered world,” Wansink said.
and continuing to progress towards the
Unfortunately, climate change and
Additionally, support was provided to
Roadmap to Carbon Zero 2050. Additionally,
extreme weather events affected the New
vineyards and wineries to mitigate damage
New Zealand Winegrowers will capitalise
Zealand wine industry in 2023.
caused by Cyclone Gabrielle in the North
on the opportunities presented by market
“As with other primary industries,
Island, with specialist viticultural experts
premiumisation, style and sub-regional
climate change is one of the major challenges
providing producers with on the ground
diversification of Sauvignon Blanc, and less
facing our sector; it is now a reality that
advice to recover affected vineyards.
common varietals.
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