Friday, 10 December 2021 15:30

The Marketing Place

Written by  Staff Reporters
Tessa Chilala Tessa Chilala

Read On...

Since our last Marketing Place the New Zealand Winegrowers (NZW) Blind Tasting has become another casualty of Covid-19 postponements.

However, we are full steam ahead on preparations for our second New Zealand Wine Week, coming up in February 2022. Themed ‘Bringing New Zealand to You’, we are excited to consolidate activities across our major export markets into this week, to amplify the noise from the New Zealand wine industry. Being able to run hybrid events, with a combination of virtual and physical in-market platforms, is an impactful way to share the New Zealand wine story in our key markets. Read more on page 11. We wish you a restful, happy holiday after a very challenging year, and look forward to bringing you more opportunities to strengthen and enhance the reputation of New Zealand wine in 2022.

Charlotte Read is New Zealand Winegrowers General Manager Marketing

Made With Care

New Zealand Trade Enterprise (NZTE) has confirmed they will continue their global food and beverage campaign, Made with Care, until June 2022. NZW has worked closely with NZTE to leverage the campaign in our key export markets to help drive awareness and preference for New Zealand wines. The campaign messaging - focussed on valuing people and looking after our land for future generations - perfectly aligns with the wine industry’s dedication to sustainability and ethical production. NZTE undertook consumer research in September to determine the effectiveness of the campaign, and confirmed the messaging is resonating well with consumers. Wine ranked as the most recognised food and beverage product from New Zealand, particularly in Australia and the United Kingdom. Check out the ‘How the Made with Care campaign can help your business’ webinar that NZW ran with NZTE in October by going to the webinar tab at nzwine.com/members/events

Climate Change Story Telling

NZW has been virtually sharing our climate story - around our industry’s place in a low emissions future - with our major export markets. NZW Sustainability Advisor Tessa Chilala (pictured) presented to customers of a Washington wine store and at an Australian virtual drinks summit. Tessa provided context on NZW’s commitment to be carbon neutral by 2050 by discussing how the organisation is aligning climate thinking with global efforts, including the 2015 Paris Agreement. She outlined the industry-level response so far, with a focus on the development of the Sustainable Winegrowing New Zealand certification climate section, and initiatives to support carbon reduction across our industry. Tessa rounded off the presentation with stories from some wine industry climate champions, illustrating what climate excellence looks like on the ground in the New Zealand wine industry. NZW was also invited to participate in the virtual Tasting Climate Conference, taking place throughout November, which we will discuss in the next edition.

tastingclimatechange.com/en/new-zealand-proactive-towards-climate-change/

Organic Wine Week

NZW was delighted to work with Organic Winegrowers New Zealand (OWNZ) to celebrate Organic Wine Week from 20 to 25 September. A week’s worth of thought-provoking activities were conducted, including the hero webinar, ‘The Rise of Organic Wine in New Zealand’. This was a pre-recorded Zoom event and was broadcast across two time zones, with wine sample kits sent to participants in the United States, Canada and UK. Supporting events included two Instagram lives: Christina Pickard of Wine Enthusiast magazine in the US, and The Social Herbivore in Canada. In the UK, a walk around tasting in London was held with 73 organic wines available. The event was attended by a mix of trade, including independent wine merchants, sommeliers, and importers, as well as media with significant coverage received in The Financial Times and Jancis Robinson.com, and across social media. Media coverage from the week was seen in New Zealand, Canada, Japan, the UK and the US, reaching 13 million people and generating an equivalent advertising value of NZ$503,000.

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