NZ Sauvignon Blanc Defies Global Wine Decline

Despite challenging conditions, this flagship varietal has not only maintained its position but has also expanded its influence in key export markets, offering a blueprint for the future of New Zealand wine.

Over the past decade, New Zealand Sauvignon Blanc has achieved a compound annual growth rate (CAGR) of +3.6% (2015–2025), with particularly robust performances in the United States (+6.4% CAGR) and “Rest of the World” markets (+6.3% CAGR). The United Kingdom, New Zealand’s second-largest export destination, has also seen steady growth at +2.8% CAGR, while Canada, China and South Korea are emerging as dynamic markets with significant potential.

The US now accounts for 36% of New Zealand’s Sauvignon Blanc export volume, with shipments into market up 14% in the year to November, 2025. The varietal’s appeal aligns perfectly with American consumers’ growing preference for lighter, fresher white wines, with New Zealand achieving value category leadership. The UK market, representing 27% of export volume, has also seen robust growth, with shipments into market up 19%. In the Off Trade, retail sales of New Zealand Sauvignon Blanc continued to strongly outpace the category accounting for £1 out of every £2 spent by consumers on a varietal that remains the largest in the UK.

China and South Korea are rapidly rising stars. China’s appetite for crisp, refreshing wines has driven a surge in demand, with New Zealand Sauvignon Blanc shipments trending up strongly. South Korea, meanwhile, has posted a staggering 10-year CAGR of +40.1% in volume, with Sauvignon Blanc making up 95% of New Zealand wine shipments to the country.

What makes these achievements even more impressive is the context: global wine consumption is declining, yet New Zealand Sauvignon Blanc continues to grow its share with a premium positioning. In both the US and UK, New Zealand Sauvignon Blanc commands a significant price premium, being recognised for its quality and taste, as well as value for money by consumers. This resilience is a testament to the varietal’s strong brand image and the industry’s ability to adapt to evolving consumer preferences, including developing no- and lower-alcohol options.

While Sauvignon Blanc remains the cornerstone of New Zealand’s wine exports, there is growing potential for other varietals such as Pinot Noir and Pinot Gris. As markets like China, South Korea and Canada mature, and as consumers seek new experiences, New Zealand’s reputation for quality and innovation positions the broader wine sector for future growth, including many of the 180 wine-consuming nations in the world where New Zealand Sauvignon Blanc is yet to be fully developed.

Richard Lee is New Zealand Winegrowers Intel and Insights Specialist