NZ producers form marketing body

05 February, 2010

A group of Kiwi wine producers which specialise in a single grape variety or style are banding together under the banner of the Specialist Winegrowers of New Zealand.

The marketing body aims to expand distribution of New Zealand’s ultra-premium wines in markets which prize “specialisation and quality”, including the UK.

Founding members include Bordeaux blend specialist Destiny Bay, which claims to be New Zealand’s most expensive wine, and Central Otago’s acclaimed Pinot Noir producer Wooing Tree.

The group believes New Zealand wines will benefit from a more focused push in top-end markets, rather than relying solely on New Zealand Winegrowers’ generic push to promote the industry as a whole.

Steve Farquharson, co-founder of Wooing Tree, said: “New Zealand has achieved recognition for producing drinkable white wines at affordable prices but has limited standing in the fine wine market, which is where we should be aiming.”?Destiny Bay’s Mike Spratt added: “Together we represent the best of New Zealand’s wine styles, yet each with its own story and personality attached.

“The world’s fine wine markets are looking for precisely these attributes in their wines, but the cost of reaching them and telling our stories to them individually is daunting, if not prohibitive. Now we can provide a single point of access.”?SWNZ will promote its wines at drinks industry and consumer events and plans to open up membership to producers who specialise in other varieties including Chardonnay and Riesling.

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