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Thursday, 07 October 2021 15:30

The Marketing Place

Written by  Charlotte Read

Taking NZ wine to the world: Bringing the world to NZ wine.

Read On...

Corona-coaster is a term that perfectly sums up the highs and lows of the past 18 months. Just when lockdown lockdowns became a distant memory, and we were living relatively normal lives within New Zealand's borders where events could take place, Delta entered the fold, plunging us back into lockdown. The Whole Bunch Pinot Noir event scheduled for 9 to 10 September 2021 will now take place on 10 to 11 February 2022. The Wine Business Forum planned for this November is also looking for a new date in 2022. We have also just confirmed that New Zealand Winegrowers (NZW) will next return to the major ProWein Wine expo in March 2023 and not be present in 2022. However, we will continue to find innovative ways in the virtual world, and NZW will help continue to 'turn heads' to what's happening in the New Zealand wine scene with our collaborative campaigns across our major markets.

Charlotte Read is General Manager at NZW

Intel and Insights

Providing our membership with relevant and timely information in an ever-changing global wine landscape has remained a key driver for NZW, and 'intel and insights' continues to be the major focus area. The signature piece of work for 2021 has been a comprehensive research study of the US market, co-funded by New Zealand Trade and Enterprise (NZTE) and NZW, and led by the USA NZTE market research team. The major driver for this work was the US being the largest importer of New Zealand wine since 2015. While research has been done on the overall US wine market and trends, very little has been able to specifically address the questions around New Zealand wines in the US. This research speaks to what is driving the growth of New Zealand wine in the US, who the consumers are and why they are drinking our wine. It also asks why New Zealand Sauvignon Blanc is capturing such a large market share, while other New Zealand varietals have less success.

The study provides qualitative and quantitative elements, and involves consumers, distributors, importers and retailers/buyers. Videos capture some of the interviews and are a true highlight. This research was presented recently by NZTE's North America Market Analyst, Ashtar Boulos. Find slides and recordings at nzwine.com/members/marketing/webinars-events

Speaking of NZ Wine...

Red, red wine

In the lead-up to Pinot Noir Day 2021, NZW ran a PR and social media campaign to celebrate the day, in conjunction with the provision of a toolkit for members and wider trade and media use.

pinot noir infographic FBTW