In November and December, we travelled to our wine regions to share with members how this re-framed brand story will act as the foundation for individual regional and winery stories - and how having aligned messaging strengthens our impact.
A New Zealand Wine brand toolkit will be available on our website with a how-to guide on layering these brand messages into your marketing work, and thre refreshed New Zealand Wine branding will be deployed during New Zealand Wine Week, from 30 January to 7 February 2023, and then at ProWein in Düsseldorf in March 2023. This work has given us real energy and enthusiasm for what we can achieve together, and how we can do it conveying the sense of purity, care, and innovation that makes New Zealand Wine, Althogether Unique.
Ngā mihi,
Charlotte
Charlotte Read is General Manager Marketing at New Zealand Winegrowers (NZW)
Pure Discovery China Roadshows 2022
The first half of the Pure Discovery China Roadshow was held on 21 and 23 September in Shanghai and Nanjing, with more than 1,000 trade attendees.
Winery participation was very encouraging, as more than 70 brands were showcased.
Levy-funded masterclasses were hosted by Fongyee Walker MW. The Shanghai masterclass explored eight examples of 'the future' by showcasing single vineyard, smaller plantings, organic and biodynamic production, exploration of subregions, and winemaking innovations.
As a trend-setting market in China, and a market with a more varied varietal mix from New Zealand, Shanghai is an excellent place to explore these themes.
The masterclass in Nanjing explored New Zealand's classic varieties, looking at winemaking techniques and styles while showcasing our best-known regions
The second half of the roadshow in Beijing and Shenzhen has been adjusted to 6 and 8 December due to recent increases in Covid-19 cases across China.
New Zealand Wine Week 2023
The third New Zealand Wine Week (NZWW) has been confirmed for 30 January to 7 February 2023.
The webinar and tasting-based activations will run in the United States, Canada and the United Kingdom, as well as Australia, a new market for the 2023 event.
NZWW remains exclusively trade focused, targeting highly engaged and knowledgeable trade, and delivering high-level content that appeals to them.
It positions New Zealand as a leading premium wine-producing country.
Find out how you can be involved: nzwine.com
The Blind Tasting and The (Not) Blind Tasting
The Blind Tasting was held in Nelson in November, after a hiatus due to the pandemic.
The goal was unchanged - to identify an array of wines that tell the most compelling story for New Zealand, focused on quality, site and style.
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Emma Jenkins MW |
As well as moving regions every year, several other improvements were incorporated including:
- An Associate Panellist Programme -nine positions with two-thirds non-production/trade.
- A higher proportion of trade - the ultimate decision gatekeepers. This provides members with an opportunity to get in front of domestic trade, spanning distribution, consultants, media, on-premise, independent retail, and grocery. More diversity of palate across a tasting delivers a wider variety of results.
- The (Not) Blind Tasting - a member networking event following the tasting to share knowledge and connect.
- Varietal, regional, and vintage summaries being provided to members by Emma Jenkins MW, who leads The Blind Tasting.
NZW Marketing activities from the beginning of 2023 will include wines selected from The Blind Tasting.
