Friday, 08 June 2018 10:46

OWNZ presence in Europe

Written by  Tessa Nicholson
Sarah Booker. Sarah Booker.

Organic Winegrowers New Zealand (OWNZ) has begun an all-out push into European markets, on behalf of its 180 members.

With New Zealander Sarah Booker as its European representative, OWNZ has already attended New Zealand Winegrower events, including the recent trade tastings in London, Dublin and Stockholm.

Spokesperson, Stephanie McIntyre says having representation in such a large market is the logical progression.

“For the past 10 years we have been building the platform for members and now it is at the point where we have been thinking about what next do our members require? We realised it is the disconnect with the consumers. That gap needs to be bridged. We will  still roll out the conference every two years, providing education and international speakers. But we now need to add on some focus to marketing. Obviously with Sarah based in Europe, it opens up so many opportunities.”

Booker herself says the increase in organic wines and wineries taking part in the London trade tasting is a good portent for the future. In 2017 there were eight organic wineries involved, with a range of 22 wines. In 2018 those numbers had increased to 17 organic wineries with a range of 57 wines. 

Each of the organic wines were identified in the NZW brochure, and the logo was placed in front of each of the wines on the stand.

 “It was about placing organic wines to the forefront and identifying them separately from conventional wines. OWNZ also had its own stand which included maps indicating where our members are located throughout New Zealand,” she says. 

One of NZW’s new initiatives in London was the Masters’ Table, where 15 Masters of Wine and Master Sommeliers who had visited New Zealand recently, were asked to nominate their favourite wines. In total 100 wines were nominated, which were then whittled down to 16. Of those 16 wines, six were organic, which Booker says was a major coup for producers.

“I think organic producers are now seeing the benefit of being at events such as this, especially as the demand for organic wines grows.”

While a number of larger producers, such as Pernod Ricard, Villa Maria and Giesens are producing organic wines, Booker admits that many of the OWNZ members are smaller producers. So being able to work together in terms of marketing, is allowing more to take part in international events.

“Having a OWNZ representative in Europe does help with the smaller wineries. And they have been very receptive to having our logo in front of them – they understand the benefit of us doing that.”
Plans are now underway for Prowein 2019, where Booker says they would like to have an organic stand within the greater NZW stand.

“This is the biggest wine event in the calendar year – you are looking at 50,000 plus people over three days. Sabine Fehrmann from NZTE in Germany believes this is a must for organic wines to be a part of.”

OWNZ is also planning on having a presence at a number of the many other wine fairs throughout Europe, as they take their own unique story to the world. 

» Latest Print Issues Online

Popular Reads

Ten years of Méthode Marlborough

New Zealand wine enthusiasts have a deepening understanding and growing appreciation of sparkling wine, says Mel Skinner, Chair of Méthode Marlborough…