NZW Annual Report 2013 Web

ANNUAL
REPORT
2013
NEW ZEALAND
WINEGROWERS
NEW ZEALANDS
LARGEST
HORTICULTURAL
EXPORT BY VALUE
INCREASE IN
EXPORT VALUE
SINCE 2009 22%
OUR ACTIVITIES

OUR VISION
OUR MISSION
OUR PURPOSE
AROUND THE WORLD,
NEW ZEALAND IS RENOWNED
FOR ITS EXCEPTIONAL WINES
TO CREATE VALUE FOR OUR
MEMBERS
TO SUPPORT THE PROFITABLE
GROWTH OF WINE FROM NZ
TO PROTECT THE COMPETITIVE
POSITION OF WINE FROM NZ
ADVOCACY / RESEARCH /
SUSTAINABILITY / MARKETING
2 CHAIRS REPORT
6 2013 REPORT
CARD
8 ADVOCACY
10 RESEARCH
11 Research Resources
12 Research Projects
Funded This Year
13 INFORMATION
RESOURCES
13 Surveys and Publications
14 SUSTAINABILITY
16 MARKETING
17 List of Visitors to New
Zealand
18 Events 2012/2013
20 WINE AWARDS
20 Air NewZealand Wine
Awards Trophy Winners
2012
20 Bragato Wine Awards
Trophy Winners 2012
21 STATISTICS
21 New Zealand Wine
Industry Key Performance
Indicators
22 Summary:
NewZealand Wine
23 New Zealand
Winegrowers Membership
24 NewZealand Producing
Vineyard Area
25 NewZealand Vintages
26 NewZealand Wine
Exports By Market
28 NewZealand Wine
Exports By Variety
29 Wine Imports Into
NewZealand
30 INDUSTRY BOARDS
31 INDUSTRY
ORGANISATIONS
32 NEW ZEALAND
WINEGROWERS
KEY CONTACTS
CONTENTS
2 CHAIRS REPORT
One year ago the Board of New
Zealand Winegrowers approved a
new strategic plan. Our vision for
the industry is that New Zealand
is renowned around the world for
its exceptional wines. The mission
for the national body is to create
value for members by protecting
the competitive position of New
Zealand wine and supporting its
protable growth.
SO WHAT PROGRESS HAVE WE
AND THE INDUSTRY MADE IN THE
PAST 12 MONTHS?
For the industry as a whole, the
recovery is well under way from
the 2008 supply imbalance and we
have a vintage of marvellous quality
to sell. The sales prospects for
the year ahead look very positive
so it should be no surprise there
is a renewed optimism amongst
growers and wineries.
For New Zealand Winegrowers
there has been intensive re-
organisation and re-prioritisation
of activities to better align with the
future direction of the industry. We
have taken the pulse of the industry
and, while we recognise that there
are still improvements to be made,
the widespread support for the
activities of our national body is
encouraging.
There is more change to come and
the New Zealand wine sector is
positioning itself positively to take
advantage of market opportunities:
to be in new markets; to talk to new
consumers; to take the lead with
new product developments.
As we move forward it is vital
growers and wineries, and the
industry as a whole, learn from
the struggles of the recent
past. Optimism should never be
unbridled but rather should be
market led and fact based. In the
midst of all future change, the
one constant must be a rock-solid
understanding that premium
production is the only viable future
for New Zealand wine.
EMPTY TANKS AND HIGHER
PRICES
Premium products and growth
in North America and Asia were
key themes of the new strategic
plan reected in this years export
results.
Value growth is the story of the
sales year. The smaller 2012 vintage
meant wine was in short supply
and wineries took the opportunity
to improve their positioning in the
market. The end result was a 3%
increase in the export value to a
record $1.21 billion but 5% lower
export volume.
The rise in export value was driven
by a shift towards packaged
products, higher prices for bulk
wines and a move to higher value
markets, notably North America.
However, the strong New Zealand
dollar continued to blunt returns
back to producers.
Despite product shortages
packaged exports grew by 4% in
the last year to just over 120 million
litres valued in excess of $1 billion.
By contrast, bulk shipments fell
22% and now account for a shade
under 30% of total shipments. In
a supply constrained year, this
level is strongly indicative of the
important role that bulk shipment
now occupies in the industry.
North America is a major strategic
opportunity for the sector as was
borne out this year. Shipments to
the USA increased 13% to $284
million making it the 2nd largest
market for our wines (behind
Australia) while exports to Canada
lifted 10% to $78 million.
By contrast, sales to both Australia
and the UK slipped by 2% in value
in the past year; volume reductions
were signicantly greater in
both markets. These markets will
undoubtedly bounce back with
the more generous 2013 vintage as
they remain priority destinations for
New Zealand wine.
Nevertheless, the longer term
trend towards market diversication
is undeniable. Shipments to
second-tier destinations, notably
in Northern Europe and Asia,
are now valued at just under
$200 million, the same as the
total value of all wine exports a
little more than a decade ago.
Strong growth opportunities exist
in these markets.
Meanwhile, sales of New Zealand
on the home market wine fell an
estimated 19% to 52 million litres,
accompanied by a corresponding
increase in wine imports of 50% to
41 million litres. This is an entirely
predictable consequence of the
short 2012 vintage as wineries
prioritise hard-won positioning in
export markets.
A GOLDEN HARVEST
New Zealands reputation as a
premium producer will be enhanced
by the golden harvest of vintage
2013.
IT IS VITAL GROWERS
AND WINERIES, AND
THE INDUSTRY AS A
WHOLE, LEARN FROM
THE STRUGGLES OF THE
RECENT PAST.
CHAIRS REPORT
3 CHAIRS REPORT
North to south, vineyards
experienced ideal vintage
conditions in 2013 with a long, dry
Indian summer lingering through
harvest to provide well balanced,
well-ripened fruit. A record
tonnage of 345,000 tonnes will
produce around 250 million litres
of world class wine. While this
represents a big step up from the
light 2012 vintage, the increase is
demand-driven.
Feedback from wineries indicates
they harvested in line with sales
projections. However, for some
wineries sales are still likely to be
constrained by shortage in the year
ahead as in instances crop levels
did not reach expectations.
Demand also drove higher grape
prices which are forecast to
average around $1,600 per tonne.
Combined with the larger crop,
this gave growers their best year
since 2008, and will see vineyards
initiate some much needed
catch-up capital expenditure
and debt repayment.
Finding the right balance between
supply and demand is a tricky
business in any agriculturally based
industry. Wineries need enough
stock to build markets, but not so
much as to get ahead of demand.
To the extent permitted by nature,
growers respond to the signals they
VINTAGE 2013 (BY TONNES)
300
250
200
150
100
50
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350
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04 05 06 07 08 09 10 11 12 13
YEAR
VINTAGE 2013 (BY VARIETY)
SAUVIGNON BLANC 68%
PINOT NOIR 9.4%
CHARDONNAY 8.1%
PINOT GRIS 6.6%
MERLOT 3%
RIESLING 1.8%
SYRAH 0.7%
GEWRZTRAMINER 0.5%
CABERNET SAUVIGNON 0.4%
OTHER 1.5%
receive from wineries in dialling
up or down production volumes.
If, as expected, wineries have a
successful 2013-14 sales campaign,
many will feel that they have scope
to extend production further in
2014 and that message will be
passed back to growers.
Beyond that we are seeing the rst
signs of a renewed interest in new
vineyard development this is a
signal marker of the new optimism
in the sector.
As always vineyard development
requires careful, market-led
planning. Sales projections and
production decisions must be
realistic and take into account
growth across the whole industry,
not just within a single company.
Optimism must be leavened with an
appropriate measure of hard-nosed
risk assessment. Supply discipline
remains as essential now as ever
before if we are to avoid revisiting
the travails of the past few years.
THE BIG LEAGUE
Newly released data shows that
New Zealand is now the worlds
8th largest exporter by value. New
Zealand is no longer a bit player on
the global scene. Yes, production
is still a comparatively small;
however the fact that so much of
New Zealands production is sold
ofshore at premium prices places
us in the big league.
New Zealands emergence as an
internationally recognised wine
producer began in the United
OVER A MERE THREE DECADES,
NEW ZEALAND HAS EARNED
AN ENVIOUS INTERNATIONAL
REPUTATION FOR ITS HIGH
AVERAGE QUALITY WINE
PRODUCTION, NOW WIDELY
EXPORTED TO ALL OF THE
WORLDS MAJOR MARKETS.
JOHN SZABO MSTHE NATIONAL POST, CANADA, MARCH 2013
4 CHAIRS REPORT
Kingdom three decades ago.
Building a name for New Zealand
wine was hard work, but a common
heritage as well a surge of interest
in wine provided a solid foundations
for those eforts.
Now the major growth
opportunities are outside our
traditional markets of the UK
and Australia. Henceforth to
generate volume and value growth
producers will need to navigate
complex and sometimes chaotic
markets that have not been fully
developed up to this point.
Growth potential abounds in USA
and Canada, making it worthwhile
to negotiate the intricacies
of the three-tier system and
provincial monopolies. In Asia the
opportunities are signicant but
markets are in early development
phases. In mainland Europe the
wine category is well established,
but New Zealand wine is very much
a newcomer.
New Zealand Winegrowers
is working with NZTE in new
markets to help develop the New
04 05 06 07 08 09 10 11 12 13
YEAR
N
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)
WINES BY EXPORT VALUE
400
200
600
800
1000
1200
1400
2013 MAJOR MARKETS BY VALUE
NZ$ (MILLIONS)
AUSTRALIA 373.0
USA 283.7
UK 278.4
CANADA 78.2
CHINA 26.9
NETHERLANDS 26.7
HONG KONG 20.5
SINGAPORE 16.1
IRELAND 14.2
JAPAN 13.6
SWEDEN 13.1
OTHER 65.8
Zealand category in a partnership
that focuses on education and
information provision. Early signs
from the programme are very
positive.
WORLD-CLASS WINE STYLES
New Zealand addresses these
new market challenges as the
world leading producer of varietal
Sauvignon blanc, one of the globes
go-to white wine varieties.
Marlborough is the worlds
largest region for this style. While
France has more of the variety
planted overall, this is divided
between regions and appellations.
Marlboroughs 18,000 hectares
are more than double the largest
Sauvignon blanc region in France
Val de Loire and considerably
more than any other region
or country.
With new vineyard expansion now
severely restricted in Europe and
climatic or economic limitations
on expanding Sauvignon blanc
plantings in many other parts of
the world, New Zealand has a clear
competitive advantage. The major
risk to that position is that we take
Sauvignon blanc for granted and
fail to continue to invest in quality
and evolve with market demands.
While New Zealand has a
mainstream product in Sauvignon
blanc, other styles compete at
the boutique end of a crowded
marketplace. New Zealand Pinot
Noir has forged a stellar reputation,
but New Zealand is still only a small
producer of this variety.
Similarly with full-bodied reds,
Chardonnay, Pinot Gris and other
styles, the wines are world-class
but New Zealand is up against
varieties produced in vast
quantities across the globe.
The challenge for these styles
is distinguishing them from the
mass of products on the market
through quality, regionality and
sustainability.
AN EVOLVING SECTOR
Alongside the growing global
popularity of New Zealands
ofering, the industry itself is
undergoing major changes with
business models evolving rapidly in
the response to market demands.
Contract processing of grapes
and wine is increasingly important
in the sector while the business
structure for some wineries is now
more akin to the negociant model
than the traditional producer.
Overseas retailers are becoming
brand owners and, in some cases,
producers in their own right.
Among growers, the fallout from
2008 has largely driven speculators
out of the market and seen their
vineyards consolidated into the
hands of existing industry players.
Faced with lower prices and
uncertain demand from 2008 to
2012, some growers have created
their own wine labels or formed
cooperatives while others have
chosen to leave the business.
Small producers have seen
the least structural change.
Fundamentally, they have remained
family-owned, regionally-focussed
and quality-oriented businesses
driven by passion as much as prot.
Many have had to explore diferent
strategies to survive in the form of
changed product mix, new markets
and altered pricing strategies.
Some have exited the industry by
choice or circumstance. But this
has been ofset by a steady stream
of new entrants.
UNITY
For all that has changed over the
past 12 months, it is essential to
recognise that the interests of
CHAIRS REPORT
NEW ZEALANDS
REPUTATION AS A
PREMIUM PRODUCER
WILL BE ENHANCED BY
THE GOLDEN HARVEST
OF VINTAGE 2013.
5
Acting together to promote a
shared interest has brought success
in the past. It will be essential as
the industry takes on unfamiliar
markets and new consumer
segments. Every other top 10
exporter is targeting the same
territories and they are all bigger
than New Zealand. As always New
Zealand will need to do more than
ever before with fewer resources
than our competitors.
But what New Zealand lacks in
resource, it makes up for in unity
and reputation. Provided these
assets are protected and cultivated,
New Zealand will always be able
look to the future with condence.
CHAIRS REPORT
everyone in New Zealand wine
sector are inextricably linked to the
reputation our products have in the
hearts and minds of consumers,
retailers, sommeliers, and
commentators around the globe.
Marlborough Sauvignon blanc does
not stand apart from the rest of the
industry. The wine world values the
consistency of our agship wine
but it also craves diversity. And in
order to be taken seriously at the
highest levels New Zealand needs
to ofer prestigious examples of the
most highly regarded wine styles
including full-bodied reds and Pinot
Noir. Other varieties and regions
bring these key dimensions to the
New Zealand wine story.
On the other hand, no wine industry
can sustain international success
without scale. Although we are
the worlds 8th largest exporter by
value, we are an order of magnitude
smaller than any other country
in the top 10. Without the heft of
Sauvignon blanc, the ght for other
styles to establish a New Zealand
category in the global trade would
be so much harder.
Each and every part of the industry
contributes to the reputation of
New Zealand as a world-leading
producer of exceptional wines.
STEVEN GREEN CHAIR
JOHN CLARKE DEPUTY CHAIR
DEMAND FOR NEW ZEALANDS CRISP
SAUVIGNON BLANCS, ELEGANT PINOT
NOIRS AND DELICIOUS CHARDONNAYS IS
BOOMING AND FOR GOOD REASON.
MARY ANNE WOROBIECWINE SPECTATOR, JUNE 2013
6 2013 REPORT CARD
EXTENDED/NEW ACTIVITIES
FROM 12-13 PLAN
STATUS COMMENT
Engage with banks Achieved. Continue in the year ahead.
Vineyard registry Register complete; additional 990ha post completion of
Register 2012 as result of Policy for event participation.
Reprioritise research Reprioritisation complete. PGP application is currently in the
business case development phase.
Prevent bulk wine
adulteration
Govt has rejected initial proposal.
New proposals made through Review of Export Legislation.
Legal opinion received on GI protection in China.
Proactive social
responsibility
Cheers! launched.
Standard drinks initiative launched.
Label lock-ups developed.
Wine events code of practice in development.
Increase proactive PR 18 press releases issued. Good media pick-up both domestically
and internationally.
Sustainability
communications
Sustainable Communications resources released.
Visiting media briengs established.
Web-pages redesign completed.
Integration with international promotions initiated.
19 media articles, 14 of these in international publications.
74 sustainability brand stories on nzwine.com.
NZ Wine marketing Largest ever joint programme with NZTE launched. Levy
marketing and User-Pays events separated. Australia ofce
downsized, Europe ofce refocused and Asia ofce opened.
GIs Awaiting decision from Govt on implementation of GI Act.
Wine region notice under development for WWTG countries.
Business tools Put on hold due to small 2012 vintage. Currently being
considered in context of changes to the SWNZ programme.
2013 REPORT CARD
KEY
Achieved/completed
On track &
ongoing
Progress made but
some issues
Put on hold
REPORT ON NEW/EXTENDED ACTIVITIES 2013
7 MEMBER SURVEY RESULTS SUMMARY
KEY
*Average rating
MEMBER SURVEY RESULTS SUMMARY
Results are judged on a scale of 1 to 7.
What is the outlook for your business for the next
12 months?*
NZW adopted a new Strategic Plan in June 2012
which made a number of changes to the structure
and operations of NZW. How do you value those
changes?
How do you feel about your involvement with
NZW and its activities?
How well informed do you feel about New
Zealand Winegrowers and its activities?*
The NZW Strategic Plan is funded by grape and
wine levies (apart from any user-pays funding).
Considering the levy you pay and the value you
receive in return, is your payment...?
How do you value New Zealand Winegrowers
personnel in terms of:*
How do you value the following services ofered
by NZW?* How well do you believe the NZW Board
represents the interests of your industry?*
How do you value the information you receive
from NZW (e.g. grape price data, labelling guides,
spray schedules, market data etc)?*
1 2 3 4 5 6 7
6%
I dont want to
be involved
What changes?
Too high
Too early to tell
Im as involved as
I want to be
Negative OK
Just right
I want more opportunities
to be involved
They are great
Too little
6%
19%
13%
6% 8%
29%
22%
11%
4%
4% 4%
1%
1% 1%
56%
24%
47%
3%
10%
10% 7% 8%
2%
1 2 3 4 5 6 7
1 2 3 4 5 6 7
1 2 3 4 5 6 7
1 2 3 4 5 6 7
1 2 3 4 5 6 7
1 2 3 4 5 6 7
User-pays: Sustainable
Winegrowing New Zealand
Research
Responsiveness
Professionalism
Knowledge
Integrity
Advocacy
Marketing
Sustainability
Funding regional
organisations
User-pays: Events
5.31
3.82
4.14
4.24
4.41
4.87
4.36
4.46
4.55
4.65
4.85
4.86
4.92
4.74
4.38
ADVOCACY
8 ADVOCACY
Minimising compliance costs,
securing the integrity of New
Zealand wine and ensuring free
and fair market access are the core
activity areas.
The Advocacy team focuses on a
number of high priority initiatives,
as well as maintaining business-as-
usual operations such as providing
essential guidance on employment,
winemaking and labelling practices.
After a campaign of nearly
6 years, the government has
recognised the low risk status
of winery cellar doors. This
will result in signicant cost
savings as a new risk-based
fees structure comes into efect
under the Sale and Supply of
Alcohol Act.
A renewed emphasis on social
responsibility was seen in the
launch of the Cheers! brand and
the ongoing development of a
Wine Events Code of Practice.
Labelling, Winemaking and
Seasonal Guides were fully
updated and given a new look
and feel and a new Code of
Practice on Environmental
labelling was released. These
are essential business tools
covering legal requirements in
as many as 44 markets.
continues to push for the
implementation of geographical
indications legislation as a top
priority and has commissioned
in-market legal advice on
protection of regional names
ofshore. A new GI registration
system will give the wine sector
an excellent opportunity to
deepen its regional stories as
well as ofering a higher level of
protection in ofshore markets.
The governments refusal of a
request to implement regulatory
measures for bulk wine exports
was highly disappointing.
However, the national body is
pursuing the opportunity for
more broad-based traceability
measures through the ongoing
review of export certication.
New Zealand hosted the World
Wine Trade Group meetings in
Auckland and Brussels this year.
These meetings culminated in
the signing of a new labelling
agreement addressing trade
issues relating to vintage,
variety, region and alcohol
tolerance.
New Zealand also hosted the
APEC Wine Regulators Forum
which is a key plank in our
strategy to build coherence
across the diferent regulatory
systems for wine in Asia-Pacic.
With the successful conclusion
of the Taiwan Free Trade
Agreement, the roster of
markets into which New Zealand
wines have preferential tarif
arrangements continues to
grow. Canada and Japan joined
the negotiations Trans-Pacic
Partnership, enhancing the
potential benets from this
powerful trading bloc. New
Zealand Winegrowers is strongly
supportive of the on-going
negotiations with the Russia-
Belarus-Kazakhstan Customs
Union, India and others.
MINIMISING COMPLIANCE
COSTS, SECURING THE
INTEGRITY OF NEW
ZEALAND WINE AND
ENSURING FREE AND FAIR
MARKET ACCESS ARE THE
CORE ACTIVITY AREAS.
9 ADVOCACY
SUBMISSIONS
New Zealand Winegrowers made or contributed direct
formal submissions or written policy proposals in
relation to the following matters:
INTERNATIONAL
Codex Alimentarius Wine Additives for General Standard
on Food Additives (October 2012)
WHO Revised Draft Action Plan on Non-Communicable
Diseases (February 2013)
Regional Closer Economic Partnership Free Trade
Agreement (March 2013)
China Phthalate Testing (March 2013)
OIV Proposed Draft Resolutions (March, June 2013)
India Wine Standards Consultation (April 2013)
OECD Economics of Prevention: Alcohol Project
(June 2013)
Trans-Pacic Partnership Free Trade Agreement (on-going)
EU Organic Wine Standard (on-going)
Russia-Kazakhstan-Belarus Free Trade Agreement and
technical regulations (on-going)
OIV Process for Expanding List of Chinese Additives
(on-going)
DOMESTIC
Land and Water Forum (to October 2012)
Wine Act Verier Calibration Seminars (May-June 2013)
Auckland Unitary Plan (May 2013)
Hosting safe and successful wine events workshop
(May 2013)
Draft Wine Events Code of Practice (on-going)
Alternative names for North and South Island (July 2013)
Local Alcohol Plans in all wine producing districts
(June-August 2013)
Regulations to give efect to the new alcohol laws
(July 2013)
Regulations establishing a new fee regime for the
alcohol licensing system (July 2013)
Marlborough District Council Plan Change 23 and 58
(on-going)
Trademark opposition proceedings in relation to
South Island (on-going)
Geographical Indications (Wines and Spirits) Act
Implementation (on-going)
Review of Export Legislation (on-going)
INTERNATIONAL MEETINGS 2012-13
5-6 November 2012APEC Wine Regulators Forum,
Auckland
7-9 November 2012WWTG Meeting, Auckland
4-16 March 2013OIV Expert Group Meetings,
Paris, France
18-20 March 2013FIVS General Assembly and Spring
Congress, Brussels, Belgium
21-22 March 2013World Wine Trade Group Inter-sessional
Meeting, Brussels, Belgium
19-21 May 2013US-NZ Partnership Forum, Washington
DC, USA
30 May 1 June 2013FIVS Presidential Council and
General Meeting, Bucharest, Romania
3-7 June 2013OIV World Congress and General
Assembly, Bucharest, Romania
TO VISIT NEW ZEALAND IS TO STEP
INTO THE FUTURE. THE GEOGRAPHY IS AS
BREATHTAKING AS PORTRAYED AND THE
PEOPLE AS VIVACIOUS AS TOUTED. HOME
TO AN ENERGISED WINE COMMUNITY THAT
IS FORWARD THINKING, THE COUNTRY
DELIVERS THE GOODS.
JAMES LAUBERWINE SPECTATOR, USA, DECEMBER 2012
RESEARCH
10 RESEARCH
The New Zealand Winegrowers
research strategy focuses on ve
main areas:
1. PESTS AND DISEASES
2. REDUCING COSTS,
INCREASING PROFITABILITY
3. SUSTAINABILITY AND
ORGANICS
4. QUALITY WINE STYLES FOR
EXISTING AND DEVELOPING
MARKETS
5. TECHNOLOGY TRANSFER
The future of the New Zealand wine
industry relies on research leading to
technical innovation that will enable
grape growers and winemakers to
remain internationally competitive
as leading producers of premium
quality wines.
KEY INITIATIVES AND
RESULTS FROM 2012-2013
SUPPORTING INNOVATION
A proposal has reached the
business-planning phase in the
PGP process (administered by
Ministry for Primary Industries), to
position New Zealand as the home
of high quality, lower-alcohol and
lower-calorie wines. The goal is
to develop viticulture and winery
tools that will enable the industry to
service the rapidly growing global
market for high-quality, lower-
alcohol and lower-calorie wines.
PESTS AND DISEASES
Slip skin: A research project in
2012/13 in three winegrowing
regions successfully determined
that substantial wetting, in the
form of soaking, was required for
slip skin symptoms to develop
from latent Botrytis infections.
A symptom of Botrytis cinerea
infection of grape berries that is
distinct from common Botrytis
bunch rot, slip skin is characterised
by the detachment of skins from
the pulp of berries, rendering
afected grapes unusable.
Identifying the cause will enable
researchers to examine vineyard
treatments that might improve
grape berries ability to withstand
such infections.
Leafroll virus 3: Building on the
success of the rst three years of
applied research, New Zealand
Winegrowers Virus Elimination
Project continues with co-funding
from the Sustainable Farming
Fund (SFF) until 2015. The goal is
to investigate how to keep newly
replanted vineyards free of the virus
and improve control of mealybugs,
which spread the disease. A recent
case study (prepared on behalf of
SFF) applauded the widespread
industry support for the project
and characterised the technology
and extension component as in
itself illustrating best practice.
REDUCING COSTS, INCREASING
PROFITABILITY
Mechanical fruit thinning and
Botrytis control: Mechanical fruit
thinning allows timely and cost-
efective yield management after
fruit set and assists with Botrytis
control. Years of research now
underpin solid technical transfer in
this area. Trials have consistently
shown a reduction in Botrytis levels
in fruit at harvest and have now
reached the stage where the degree
of fruit removal can be ne-tuned.
About 40-50% of the reduction in
yield is collected under the vines
at thinning, with the balance a
reduction in berry size and bunch/
berry shrivel in the canopy.
THE FUTURE OF THE
NEW ZEALAND WINE
INDUSTRY RELIES ON
RESEARCH LEADING TO
TECHNICAL INNOVATION
11 RESEARCH
SUSTAINABILITY / ORGANICS
Undervine weed management:
One of the major uses of synthetic
chemicals in vineyards is the
application of herbicide under the
vines to prevent weed growth into
the canopy and fruiting zone. In
2012/13, a new project examined
rst-year trial results on the
efects of undervine mowing and
undervine cultivation compared
to conventional herbicide use. The
project will continue to monitor
eld trials for two more years,
assessing soil properties, vine
performance and fruit composition,
reporting to the industry on the
benets and potential pitfalls
associated with nonchemical
management of underrow
vegetation.
QUALITY WINE STYLES
The Science of Sauvignon blanc: A
highlight of the Research year has
been the delivery of a free copy of
the book The Science of Sauvignon
blanc to each levy-paying member.
Commissioned by New Zealand
Winegrowers to encapsulate six
years of multidisciplinary research,
UK author and wine writer Jamie
Goode summarises scientic
ndings related to the key aroma
and avour compounds in New
Zealand Sauvignon blanc wine and
how they relate to viticulture and
winemaking.
TECHNOLOGY TRANSFER
Grape Days: New Zealand
Winegrowers continues to provide
members with the practical
materials and presentations that
summarise scientic ndings
from research projects and eld
trials. The Grape Days provide an
increasingly important channel
for technical transfer, attracting
more than 360 attendees in
2013. Designed to combine high-
level technical summaries with a
practical applied focus, the events
are recorded and the videos, along
with presentation materials, are
made available to members on the
New Zealand Winegrowers website.
RESEARCH RESOURCES
ARTICLES
Understanding causes of slip skin
R Beresford and A Gunson Plant and Food Research
Botrytis decision support (BDS)
D Beresford et al. Plant and Food Research and
M Barley HortPlus
Can canopy management be used to determine grape
composition at harvest?
Professor Brian Jordan, Scott Gregan and Linlin Liu -
Lincoln University
New opportunities for sustainable grape thinning
Mike Trought, Sue Neal and Dion Mundy - Plant & Food
Research
Harnessing the value of bud-sport mutations
D Lizamore & C Wineeld - Lincoln University
Botrytis decision support (BDS)
Rob Beresford, Alistair McKay, Peter Wood, Rob Agnew
(Plant & Food Research) and Mike Barley (HortPlus)
The overwintering stage of downy mildew in grapes
has been discovered in New
Zealand vineyards
Peter Wood, Brent Fisher, Rob Beresford, Phil Elmer and
Ian Horner - Plant & Food Research
Creating cultivars with improved anti-viral defences
Kieren Arthur and Robin MacDiarmid - Plant & Food
Research
Identifying compounds of importance in New Zealand
Pinot Noir wines using aroma reconstruction
T Rutan et al. University of Auckland
Inuence of harvesting and grape processing on
protein content and bentonite requirement of
Sauvignon Blanc
B Tian et al. Lincoln University
Tools for manipulating Sauvignon Blanc wine avour
and aroma: harvest and processing of grapes
C Grose et al. Plant and Food Research
Chiral carbon and other magic mirrors
R Harrison Lincoln University
The nature of perceived minerality in white wine:
preliminary sensory data
W Parr et al. Lincoln University
Do tendrils on retained canes increase the risk of
Botrytis Cinerea the following season?
D Mundy Plant and Food Research
Potassium nutrition in the vineyard: implications for
grapevine development and wine composition
M Trought, C Wineeld and A Gunson
The citrophilus mealybug, ground cover weeds and
grapevines: assessing a dynamic relationship
V Bell et al. Plant and Food Research
Evaluating pruning wound treatments for management
of eutypa dieback in grapevines
M Sosnowski - South Australian Research & Development
Institute and D Mundy - Plant & Food Research
Tools for manipulating Sauvignon Blanc wine avour
and aroma: harvest and processing of grapes
C Grose et al. Plant & Food Research
Grapevine leafroll disease a serious problem for
winemakers
N Hoskins
Claire Grose et al. Plant & Food Research
Reduced berry size and Botrytis tolerance through
trauma to the vines
Mike Trought - Plant & Food Research
Manipulation of methoxypyrazine (MP) concentrations
in Sauvignon blanc wine through leaf and rachis
additions
Inuence of juice pH on thiol production
FACT SHEETS
Yield Management Information Supplement Preparing
for Vintage 2013
Mechanical thinning and yield production
Mike Trought and Sue Neal, Plant & Food Research
REPORTS
The efects of manipulating wine-grape vine growth on
the allocation of photo-assimilate between fruit and
vegetative sinks
M Greven et al. Plant and Food Research
Tendrils as a source of seasonal carryover of Botrytis
cinerea in vineyards
D Mundy - Plant and Food Research
Cryopreservation of grapevine for generating and
maintaining high-health germplasm
R Pathirana and A McLachlan - Plant and Food Research
12
RESEARCH
RESEARCH
(SFF): Interim report, end of year 1
M Trought et al. Plant and Food Research
Detection of Plasmopara viticola (grapevine downy
mildew) oospores in New Zealand
P Wood et al. Plant and Food Research
The efects of light on grape berry biochemistry: an
advanced approach to provide new insight into canopy
management and quality wine production.
B Jordan, S Gregan and L Liu - Lincoln University
Efect of harvest technology on grape and wine
components of importance for protein stability
R Harrison et al. Lincoln University
Managing Grapevine leafroll-associated virus 3 in red
grape varieties: Final report
V Bell et al. Plant and Food Research
Grapevine Leaf Roll associated Virus (GLRaV3) Research
Programme - Industry Impact Overview
G McCarthy - Sutton McCarthy Limited
Satellites for improved irrigation advice
M Greven and W Meijninger - Plant and Food Research
Seasonal uctuations in grapevine yield components
Mike Trought - Plant and Food Research
Slipskin of grapes caused by infection by Botrytis
cinerea: a review
D Mundy - Plant and Food Research
An analysis of the carry-over efects of early defoliation
and a comparison of mechanical defoliation versus
hand defoliation on the reduction of rot incidence/
severity and their efects on composition of Hawkes
Bay red and white grapes and wine
M Krasnow et al. Eastern Institute of Technology
Tools for manipulating Sauvignon blanc wine avour
and aroma: Harvest and processing of grapes - yearend
report 2012
C Grose et al. Plant and Food Research
The Organic Focus Vineyard Project Annual Report
2011-12
R Reider - OWNZ
Potassium nutrition in the vineyard: Implications for
grapevine development and wine composition
M Trought - Plant and Food Research and C Wineeld -
Lincoln University
Improving management of grapevine trunk diseases in
New Zealand Final
M Sosnowski - South Australian Research and
Development Institute and D Mundy Plant & Food
Research
Identication and quantication of chiral volatile
compounds in New Zealand wines that afect aroma
Roland Harrison Lincoln University
Botrytis decision support (BDS) industry training &
Botrytis sampling protocols
R Beresford et al. Plant and Food Research
RESEARCH PROJECTS FUNDED THIS YEAR
QUALITY WINE STYLES FOR
EXISTING AND DEVELOPING
MARKETS
Literature review of grape and wine anthocyanins
and phenolics to give viticulturists and winemakers
knowledge
Lincoln University (Roland Harrison)
Preliminary investigation of factors responsible for
variability in tartaric acid additions to Pinot noir
Lincoln University (Roland Harrison)
Manipulation of methoxypyrazine (MP) levels in
Sauvignon blanc wine through leaf and rachis additions
Plant and Food Research (Claire Grose)
Inuence of juice pH on thiol production
Plant and Food Research (Claire Grose)
Identication of natural genetic variation in grapevine
contributing to pathogen resistance
Lincoln University (Chris Wineeld)
The development of a functional genomics tool for the
capture and characterization of transposon mutants in
Vitis Vinifera (PhD Scholarship)
Rod Bonglioli Scholarship Lincoln University (Darrell
Lizamore)
Investigation of perceived minerality in white wine
Lincoln University (Wendy Parr)
Sensory efects of defoliation timing and method on
Sauvignon blanc, Chardonnay, Merlot, and Cabernet
Sauvignon
Eastern Institute of Technology (EIT) (Mark Krasnow)
Chinese consumers preferences and attitudes to
wine: Review of literature including Chinese Language
Publications
Plant and Food Research (Roger Harker)
PESTS AND DISEASE
Implementation of Virus Elimination Strategy
Various (Nick Hoskins Project Manager) Supported by
MPI Sustainable Farming Fund
Review of New Zealand and other related trunk disease
information
Plant and Food Research (Dion Mundy)
Managing Botrytis in New Zealand Viticulture
Vino Vitis Ltd (Ruby Andrews)
Botrytis decision support (BDS) industry training &
Botrytis sampling protocols
Plant and Food Research (Rob Beresford)
Understanding causes of slip skin
Plant and Food Research (Rob Beresford)
SUSTAINABILITY/ORGANICS
Organic Focus Vineyard Project
Organic Winegrowers New Zealand (Rebecca Reider)
Supported by MPI Sustainable Farming Fund
Efects of undervine vegetation management on grape
quality, vine performance, grape composition, and soil
properties
Eastern Institute of Technology (EIT) (Mark Krasnow)
COST REDUCTION/INCREASED
PROFITABILITY
Plant and Food Research (Mike Trought) Supported by
MPI Sustainable Farming Fund
Reduced berry size and Botrytis tolerance through
trauma to the vine
Plant and Food Research (Mike Trought)
13 INFORMATION RESOURCES
INFORMATION RESOURCES
SURVEYS, PUBLICATIONS AND REPORTS
INDUSTRY SURVEYS & REPORTS
Monthly New Zealand Wine Export Report
Monthly Domestic Market Reports
New Zealand Wine Industry Key Performance Indicator
Snapshots
New Zealand Winegrowers Export Wine Grape Spray
Schedule
Vineyard Register Report 2012
Viticulture Monitoring Programme
LABELLING AND INTERNATIONAL
MARKET ACCESS
APEC Wine Regulators Forum 2012 meeting papers
APEC Member States
International Labelling Guide (21st Edition) April 2013
International Labelling Matrix April 2013
VINEYARD, WINEMAKING AND
CELLAR DOOR PRACTICES
Seasonal Vineyard Workers A Practical Guide to Your
Legal Obligations (2nd Edition) June 2013
New Zealand Winegrowers/Bell Gully
International Winemaking Practices Guide (7th Edition)
March 2013
Cellar Door and the Law April 2012
MARKETING AND
COMMUNICATIONS
Monthly Newsletter to Members
New Zealand Winegrower Magazine
Published by Rural News Group Ltd under authority of
New Zealand Winegrowers Post Event Reports
New Zealand Winegrowers Board Meetings Reports
Annual New Zealand Wine Marketing Programme
Annual New Zealand Wine Global Events Programme
Euromonitor Country Market Reports for 14 Countries
New Zealand Wine Promotional Material (varietal and
regional guides, maps, promo items, etc.)
New Zealand Winegrowers (Available for purchase)
Nielsen Scantrak Data Reports (Australia and UK)
Sustainability Communications Resources
New Zealand Winegrowers (see sustainability report)
Guide to Market (USA)
Wine Intelligence Reports for 11 Countries (Within
Europe)
Pricing Calculators (Australia and UK)
A core function of New Zealand
Winegrowers is the provision of
up-to-date information delivered
in a timely manner to both
members and a wider trade and
consumer audience. In addition
to the abundance of information
and reports downloadable from
the new members website
nzwine.com/members, New
Zealand Winegrowers also
produces a wide range of printed
publications, brochures and
promotional items, ranging from
spray schedules to varietal sales
guides for international retail
staf. A monthly newsletter is also
emailed directly to all members
and the informative New Zealand
Winegrowers magazine is
distributed bi-monthly.
THE FOLLOWING
SUMMARISES THE
INFORMATION AND
COMMUNICATION
RESOURCES PROVIDED
BY NEW ZEALAND
WINEGROWERS.
SUSTAINABILITY
SUSTAINABILITY 14
TELLING THE SUSTAINABILITY
STORY
Sustainability is important to
the New Zealand wine sector.
Sustainability helps to produce great
wines, protects the environment and
our people, and provides assurance
to our consumers.
We have developed a range of
resources to explain the meaning of
sustainability for the New Zealand
wine sector. These include:
Web pages on nzwine.com
11 downloadable factsheets
10 videos and PowerPoint
presentation
A Sustainability Consumer
brochure
Media kit
These resources are available
to members and the public.
International media have drawn on
these resources already, and have
included elements from them in
more than 20 articles.
The web pages on nzwine.com
detail how sustainability really
works in our sector. The pages
demonstrate the practical steps
that are being taken every day by
growers and wineries to protect
and enhance our environment, our
people and our society.
BUILDING OUR SUSTAINABILITY
CREDENTIALS
Our sustainability programmes
aim to combine the best of
existing practices with exciting
new innovations and techniques.
This guarantees evolution over
time and ensures growers and
wineries will be positioned to meet
changing consumer and regulatory
demands. The sustainability
portfolio is focused on providing
members with the tools necessary
to implement best practices.
In partnership with Organic
Winegrowers New Zealand the
organic focus vineyard project
has provided online resources,
and hosted three workshops in
three regions, for those wanting
information on managing the
transition of vineyards to organics.
We continue to work together
to promote this element of
sustainability and assist wineries
with regulatory requirements for
access to markets.
REPORTING
Sustainable Winegrowing New
Zealand (SWNZ) provides a range
of reports that assist growers
and wineries to make efective
management decisions. SWNZ
disseminates good practice
guidelines and reports on individual
and sector performance across all
of the sustainability pillars.
ENERGY AND WATER USE
140 wineries and 1,621 vineyards
received individual energy
and water use benchmarking
reports
National reports on vineyard
and winery water and energy
use have been generated and
the information presented
at 3 winery and 10 vineyard
workshops.
From the winery data a
resource on approaches to
optimising refrigeration use is
being developed.
AGRICHEMICAL USE
The rst agrichemical use
reports and summaries were
presented at 10 technical
workshops across 8 regions.
Over 200,000 individual spray
diary entries have been entered
into the SWNZ database,
OUR SUSTAINABILITY
PROGRAMMES AIM TO
COMBINE THE BEST OF
EXISTING PRACTICES
WITH EXCITING NEW
INNOVATIONS AND
TECHNIQUES.
SUSTAINABILITY
SUSTAINABILITY
15
providing a comprehensive
collection of industry spray
practices.
A free spray diary management
tool (Grapelink) was released
this season which has been
used by 500 members to
submit their spray diaries. High
levels of electronic submission
will allow rapid processing and
reporting back.
FINANCIAL BENCHMARKING
Good nancial and business
management is also a core
element of sustainability.
We funded the Viticulture
Monitoring Programme for
the rst time and continue
to support the Deloitte Wine
Industry Benchmarking
Reports.
Consideration is being given to
developing a voluntary industry
nancial benchmarking module
to be deployed through SWNZ.
To improve the value of reporting
back to members we have partnered
with a major government-funded
research programme focused on
developing meaningful sustainability
indicators and business tools.
This project entitled The New
Zealand Sustainability Dashboard
is a partnership of diverse sectors
in primary production, and various
research organisations, and will
run for six years. A pilot project
of 30 vineyards and wineries is
being established to streamline
the SWNZ scorecard and test the
relevance of various environmental
indictors for supporting good
management decisions. Associated
with this project is a study into
the use of SWNZ certication as
a means reduce compliance costs
associated with reducing regulatory
requirements.
NEW ZEALAND IS CERTAINLY NOT THE
ONLY COUNTRY THAT HAS LAUNCHED A
SUSTAINABLE SCHEME, BUT IT IS CLEARLY
ONE OF THE MOST SUCCESSFUL. THIS IS
SOMETHING THAT SEEMS TO RESONATE
EVER-MORE WITH CONSUMERS AROUND
THE WORLD.
JOHN SZABOTHE NATIONAL POST, CANADA, MARCH 2013
16 MARKETING
MARKETING
Deepening the understanding of
New Zealand wine amongst trade,
media and educator inuencers is
central to the Marketing activity.
We develop strong relationships
with these inuencers, bringing
them to New Zealand and inspiring
them to write articles or carry out
education for us in their home
country. This is supported with
high quality collateral and websites
to create consistent messages
about New Zealands premium,
sustainable and diverse wines. In
addition we enhance our strategy
development and our members
insights with market knowledge.
The principle focus is on supporting
protable growth for our members
in North America (USA and
Canada), Asia, in particular China,
and Northern Europe. A lower
level of activity also protects our
competitive position in Australia
and the UK.
The largest ever joint programme
between the New Zealand wine
industry and government was
launched in August 2012. New
Zealand Winegrowers and New
Zealand Trade and Enterprise
(NZTE) launched the multi-year
wine market development
programme which aims to
accelerate the growth of
New Zealand wine exports
to China and Northern Europe.
NZTE invested $1.5 million into
the programme in 2012/2013.
Other signicant achievements
over the past year include:
The hosting of 74 inuencer
visitors to New Zealand, which
included 19 funded by NZTE.
In total 23 came from Asia, 14
from Northern Europe, 8 from
USA, 7 from Canada, 10 from
Australia and 12 from UK/
Ireland. In total 743 visits were
conducted to wineries and
regional bodies. These visitors
generated signicant press
coverage and are ambassadors
for our wines.
Organising 27 seminars around
the world on topics which
covered our key regions and
varietals.
The rst ever New Zealand
Winegrowers ofce in Asia
was opened in Hong Kong in
October 2012 to support the
growth of exports in the region.
The rst ever Advanced
Certicate in New Zealand
wine was created with NZTE
specically for the Chinese
market. This two day intensive
course was developed with Bob
Campbell MW and launched in
June 2013 in Shanghai with 25
key inuencers.
The launch of the Americas
Cup leverage programme in
San Francisco in May 2013.
and NZTE are supporting a
multi-faceted programme that
includes over 20 restaurants
featuring New Zealand wines
and two masterclasses for
inuencers from around USA
and Canada at the Emirates
Team New Zealand base, as well
as a social media programme.
The development of a plan with
Socit des alcools du Qubec
in Canada to double New
Zealand wine sales in Quebec in
the next ve years.
Increased press coverage for
New Zealand wines in Germany,
Sweden and Netherlands as a
result of the joint New Zealand
Winegrowers/NZTE wine
programme.
Continued strong support
from anchor sponsors of New
Zealand Winegrowers activities:
Air New Zealand, O-I New
Zealand and JF Hillebrand.
WE ENHANCE OUR
STRATEGY DEVELOPMENT
AND OUR MEMBERS
INSIGHTS WITH MARKET
KNOWLEDGE.
17 MARKETING
LIST OF VISITORS TO NEW ZEALAND INCLUDING NZTE VISITORS
VISITOR ROLE/ORGANISATION/ PUBLICATION
ASIA
CHINA
Demei Li La Revue du Vin de France
Jun Fang Wine & Spirit Magazine , C2 One Living Magazine
Zhen MA Wine in China Magazine
Denis Lin CEO of EduVino Consulting Shanghai
Eddie Cheung WineSpace.com
Fongyee Walker Dragon Phoenix Fine Wine Consulting
Isabelle Xie La Revue Du Vin De France
Jin Yang WineNice.com
Martin Hou Wine-press
Stephen Li Ease Scent, Beijing
Terry Xu YESMYWINE.com
Kent Tsang Wine Magazine
Elve Liu Madame Figaro
Fan Yiren Blogger
Sophie Liu Wine World, Wine & Taste and World Cuisine
HONG KONG
Zachary Yu Cru Magazine, Chief hotel Sommelier at Langham
Chris So Winelist.hk
Jeannie Cho Lee MW Decanter UK & Chinese editions
JAPAN
Ned Goodwin MW Prestige Magazine
Yoshiji Sato Shuhan News
Yutaka Kawada Sommelier, Grand Hyatt Tokyo
MALAYSIA
Shivanese
Ramasamy
Sommelier at The Saujana Hotel, Kuala Lumpur
SINGAPORE
Lisa Perroti Brown MW Wine Advocate
USA
Alder Yarrow Blogger vinography.com, Jancis' s Purple Pages
Jordan McKay Freelance writer
Rajat Parr Wine Director Michael Mina Group
Matt Kramer Wine Spectator
Chantal Martineau Islands Magazine, Huffington Post, Saveur
Chuck Hayward Buyer at JJ Buckley
Marcia Gagliardi Tablehopper.com
Ian Burrows Wine Director at Atelier Crenn
CANADA
Bill Zacharkiw Montreal Gazette
Janet Dorozynski PhD Winealign
Bret Mitchell CEO Nova Scotia Liquor Board
David Lawrason Winealign.com, Wine Access, Toronto Life Magazine,
Ottawa Magazine
Beno t Beaudet and
Nathalie Carrire
Quebec Liquor Board
John Szabo MS Wine Access, winealign.com, Master Sommelier
EUROPE
GERMANY
Richard Grosche Weinwirtschaff, Weinwelt, Meininger
Felicity Carter Wine Business International, Meininger
Hendrik Thoma MS Der Feinschmecker
Uwe Lehmann and
Manuela Blisse
Freelance writers
Rainer Schafer FINE-Das Weinmagazin
IRELAND
Martin Moran MW The Sunday Times (Irish Edition), winerepublic.com, radio
broadcaster
NETHERLANDS
Cees van Casteren Persjwin Magazine, Proeschrift Magazine, Der Gelderlander
(daily newspaper)
Cuno van' t Hoff Blogger, Cuno 2013 Wine Guide, Het Financieel Dagblad'
(Financial paper)
SWEDEN
Jan Rosborn Consultant, Educator Sommelier Association, Wine Writers
Association
Jay Arrenhius Vinsider (Svenska Dagbladet)
Hkan Larsson Alt om Vin Magazine, SVT 1, Chairman Swedish Wine Writers
Association
Bengt-Gran
Kronstam
Alt om Vin Magazine, Daily Newspaper Dagens Nyheter
Jan Peterson Munsknkarna (Trade), Livet' s Goda (consumer)
Lars Trogen Head Sommelier at Riche and Teatergrillen
MARKETING
18 MARKETING
LIST OF VISITORS TO NEW ZEALAND INCLUDING NZTE VISITORS (CONTINUED)
UK
Andrew Shaw Wine Buyers, Waitrose
Julia Harding MW Jancis Robinson.com Purple Pages
Simon Cairns, &
Andrew Turner
Wine Buyers, Morrisons
Kat Wiggins Lay & Wheeler (Wine Marlborough scholarship)
Oz Clarke Writer/broadcaster
Tim Atkin MW Three Wine Men, Off Licence News, Imbibe & Timatkin.com
Matthew Jukes Daily Mail, Decanter, Moneyweek, matthewjukes.com
Graham Nash Wine buyer, Tesco
Matt Smith Wine buyer, Waitrose
AUSTRALIA
Nick Stock and David
Brookes
Good Wine Guide, Gourmet Traveller Wine Magazine,
Vinosense and wineLENS
Tyson Stelzer Freelance writer
Navneet Singh Industry consultant in Australia, India and Asia
Ben Edwards The Wine Guide, President Sommeliers Association
Judy Sarris Gourmet Traveller Wine Magazine
Mike Bennie Freelance writer, Time Out Sydney, Men' s Style,
wineFront.com. au
Nick Ryan Gourmet Traveller Wine Magazine, GQ Magazine, Sunday
Mail
Philip Rich Prince Wine Store, Australian Financial Review
Samantha Payne Freelance writer and restaurant consultant
EVENTS 2012/2013
COUNTRY CITY MONTH NAME TYPE AUDIENCE
USA New York August 2012 Steve Tanzer Tasting Media Tasting Media
UK London September 2012 The Three Wine Men Consumer Fair Public, Media
Canada Nova Scotia September 2012 Port of Wines Festival Consumer Fair Public, Media
UK Cardiff October 2012 The Three Wine Men Consumer Fair Public, Media
UK London October 2012 New Release Trade Tasting Tasting Public, Media, On-Trade, Sommeliers, Retail Buyers,
Importers/Distributors
UK London November 2012 The Wine Gang Consumer Fair Public, Media
UK Manchester December 2012 The Three Wine Men Consumer Fair Public, Media
UK London December 2012 The Three Wine Men Consumer Fair Public, Media
Ireland Dublin February 2013 Annual Trade and Consumer Tasting Wine Fair Public, Media, On-Trade, Sommeliers, Retail Buyers
UK London February 2013 Annual Trade and Consumer Tasting Wine Fair Public, Media, On-Trade, Sommeliers, Retail Buyers
Canada Vancouver February 2013 Vancouver International Wine Festival Consumer Fair Public, Media
Japan Tokyo February 2013 New Zealand Wine Fair Wine Fair Public, Media, On-Trade, Sommeliers, Retail Buyers,
Japan Osaka February 2013 New Zealand Wine Fair Wine Fair Public, Media, On-Trade, Sommeliers, Retail Buyers,
Australia Melbourne February 2013 New Zealand in a Glass East Coast Wine Fair Public, Media, On-Trade, Sommeliers, Retail Buyers,
Distributors
Australia Sydney February 2013 New Zealand in a Glass East Coast Wine Fair Public, Media, On-Trade, Sommeliers, Retail Buyers,
Distributors
19 MARKETING
EVENTS 2012/2013 (CONTINUED)
COUNTRY CITY MONTH NAME TYPE AUDIENCE
Australia Brisbane March 2013 New Zealand in a Glass East Coast Wine Fair Public, Media, On-Trade, Sommeliers, Retail Buyers,
Distributors
Germany Dsseldorf March 2013 ProWein International Wine Fair Wine Fair Media, On-Trade, Sommeliers, Retail Buyers,
Canada British
Columbia
April 2013 British Columbia Liquor Distribution
Branch In-store Promotion
Promotion Public, Trade
Canada Vancouver April 2013 New Zealand Wine Fair Wine Fair Public, Media, On-Trade, Sommeliers, Retail Buyers,
Canada Winnipeg May 2013 Winnipeg Wine Festival Consumer Fair Public, Media, Trade
Canada Quebec City May 2013 New Zealand Wine Fair Wine Fair Media, On-Trade, Sommeliers, Retail Buyers,
Canada Montreal May 2013 New Zealand Wine Fair Wine Fair Media, On-Trade, Sommeliers, Retail Buyers,
Canada Toronto May 2013 New Zealand Wine Fair Wine Fair Public, Media, On-Trade, Sommeliers, Retail Buyers,
USA New York May 2013 New Zealand Wine Fair Wine Fair Media, On-Trade, Sommeliers, Retail Buyers,
USA San Francisco May 2013 New Zealand Wine Fair Wine Fair Media, On-Trade, Sommeliers, Retail Buyers,
China Hong Kong May 2013 New Zealand Wine Fair Wine Fair Public, Media, On-Trade, Sommeliers, Retail Buyers,
China Shanghai May 2013 New Zealand Wine Fair Wine Fair Public, Media, On-Trade, Sommeliers, Retail Buyers,
China Beijing May 2013 New Zealand Wine Fair Wine Fair Public, Media, On-Trade, Sommeliers, Retail Buyers,
China Guangzhou May 2013 New Zealand Wine Fair Wine Fair Media, On-Trade, Sommeliers, Retail Buyers,
Canada Quebec May 2013 Socit des alcools du Qubec Release
and In-store Promotion
Promotion Public, Trade
Canada Ontario June 2013 Liquor Control Board of Ontario
VINTAGES Release, Catalogue Feature
and Media Preview
Promotion Public, Media, Trade
I WAS VERY IMPRESSED WITH THE LEVEL
OF HONESTY THAT I SAW IN NZ, COUPLED
WITH THE COLLEGIATE ATMOSPHERE AND
THE WILLINGNESS TO EXCHANGE IDEAS
AND INFORMATION.
FELICITY CARTERWINE WRITER, GERMANY, POST TRIP SURVEY, FEBRUARY 2013
20 WINE AWARDS
AIR NEWZEALAND WINE AWARDS TROPHY WINNERS 2012
Air New Zealand Champion Wine of the Show
Grasshopper Rock Central Otago Earnscleugh Vineyard
Pinot Noir 2010
O-I New Zealand Reserve Wine of the Show
Matua Valley Single Vineyard Marlborough
Chardonnay 2011
Label and Litho Limited Champion Sauvignon Blanc
Wither Hills Marlborough Sauvignon Blanc 2012
Rabobank New Zealand Limited Champion Chardonnay
Matua Valley Single Vineyard Marlborough
Chardonnay 2011
Guala Closures New Zealand Champion Pinot Gris
Eradus Awatere Valley Marlborough Pinot Gris 2012
Plant & Food Research Champion Riesling
Aspiring Flats Bendigo Central Otago Riesling 2012
Coast FM Champion Gewrztraminer
Lawsons Dry Hills Marlborough Gewrztraminer 2010
BDO Champion Other White and Ros Wine
Coopers Creek SV Gisborne Albario Bell-Ringer 2012
Wineworks Champion Sparkling Wine
Lindauer Classic Ros NV
Kapiti Champion Dessert Wine
Greystone Waipara Valley Basket Star Riesling 2011
JF Hillebrand New Zealand Ltd Champion Pinot Noir
Grasshopper Rock Central Otago Earnscleugh Vineyard
Pinot Noir 2010
Fruitfed Supplies Limited Champion Syrah
Passage Rock Reserve Waiheke Island Syrah 2010
New Zealand Winegrowers Champion Merlot
Villa Maria Reserve Gimblett Gravels Hawkes Bay
Merlot 2010
Gold Medal Vintage Insurance Champion Cabernet
Sauvignon or Merlot/Cabernet Blend
Esk Valley Winemakers Reserve Hawkes Bay Merlot
Malbec Cabernet Sauvignon 2009
New Zealand Winegrowers Champion Other Red Wine
Trinity Hill Gimblett Gravels Hawkes Bay Tempranillo
2010
New World Champion Open White Wine
Wither Hills Marlborough Sauvignon Blanc 2012
Fairfax Media Champion Open Red Wine
Rockburn Central Otago Pinot Noir 2011
Waitoa Free Range Chicken Champion Exhibition White
or Sparkling Wine
Villa Maria Single Vineyard Ihumatao Auckland
Chardonnay 2011
Stuf.co.nz Champion Exhibition Red Wine
Vidal Legacy Series Gimblett Gravels Hawkes Bay
Syrah 2009
BRAGATO WINE AWARDS TROPHY WINNERS 2012
Champion Wine of Show and Bragato Trophy Winner
Villa Maria Single Vineyard Ihumatao Chardonnay 2011
Brett Donaldson, Ihumatao Vineyard - Auckland
Richard Smart Trophy and Reserve Champion Wine
Chris James, Richard Bunton, Paul Halford, Rockburn
Wines Central Otago
Sustainability Trophy
New Zealand Wine Cellars Spence Brothers Trophy and
Champion Sauvignon Blanc
Yealands Estate Marlborough Sauvignon Blanc 2012
Peter Yealands, Yealands Estate - Marlborough
Bill Irwin Trophy and Champion Chardonnay
Champion Sparkling Wine
No 1 Family Estate Cuve Remy NV
Daniel Le Brun, No 1 Family Estate
Champion Dessert Wine
Pasquale Shrivel 2011
Antonio Pasquale, Kurow Estate and Riverside Vineyard
- Oamaru
Friedrich Wohnsiedler Trophy and Champion Riesling
Esk Valley Marlborough Dry Riesling 2011
Jerome Waldron, Waldron Vineyard
Brother Cyprian Trophy and Champion Pinot Gris
Greystone Waipara Valley Pinot Gris 2011
Bruce Thomas and Nick Gill, Greystone Wines
Champion Other White Wine
Coopers Creek SV Gisborne Albario Bell-Ringer 2012
Doug and Delwyn Bell, Bell Vineyard Gisborne
Mike Wolter Memorial Trophy and Champion Pinot Noir
Chris James, Richard Bunton, Paul Halford, Rockburn
Wines Central Otago
Tom Mcdonald Memorial Trophy and Champion Classical
Red Wine
Mills Reef Elspeth Gimblett Gravels Cabernet Merlot 2010
Paul McEvoy, Mere Road Hawkes Bay
Champion Merlot
Villa Maria Reserve Hawkes Bay Merlot 2009
Phil Holden, Omahu Gravels Vineyard Hawkes Bay
Alan Limmer Trophy and Champion Syrah
Mills Reef Elspeth Gimblett Gravels Syrah 2010
Paul McEvoy, Trust Vineyard Hawkes Bay
Champion Other Red Wine
Villa Maria Reserve Gimblett Gravels Malbec 2009
Phil Holden, Omahu Gravels Vineyard Hawkes Bay
WINE AWARDS
NEW ZEALAND WINE INDUSTRY KEY PERFORMANCE INDICATORS:
YEAR END JUNE 2013
$1.21
84.5%
BULK WHITE WINE
$3.76
PER LITRE
30%
PACKAGED WINE
$8.41
PER LITRE
UNCHANGED
AUSTRALIA
$13.04
UNITED KINGDOM
6.70
SAUVIGNON
BLANC
OTHER
VARIETALS
BILLION
3%
CHINA
$26.9M
6%
GERMANY
$9.5M
25%
USA
$283.7M
13%
CANADA
$78.2M
10%
NETHERLANDS
$24.8M
UNCHANGED
HONG KONG
$20.5M
11%
TOTAL VALUE OF EXPORTS
GROWTH MARKETS
FOB VALUE
EXPORT PRICE
SHARE OF TOTAL EXPORTS BY VOLUME
MATURE MARKETS AVERAGE IN-MARKET PRICE PER BOTTLE
2% 6%
15.5%
22 STATISTICS
SUMMARY: NEWZEALAND WINE (2004-2013)
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Number of Wineries 463 516 530 543 585 643 672 697 703 698
Number of Growers 589 818 866 1003 1060 1117 N/A 791 824 833
Producing Area
(hectares)
18,112 21,002 22,616 25,355 29,310 31,964 33,428.0 33,400 35,337 35,733
Average Yield
(tonnes per hectare)
9.1 6.9 8. 2 8.1 9.7 8.9 8.0 9. 8 7.6 9.7
Average Grape Price
(NZ$ per tonne)
1, 876 1,792 2,022 1,981 2,161 1,629 1, 293 1, 239 1,359 N/A
Tonnes Crushed 165,500 142,000 185,000 205,000 285,000 285,000 266,000 328,000 269,000 345,000
Total Production
(millions of litres)
119. 2 102.0 133. 2 147.6 205. 2 205. 2 190.0 235.0 194.0 248.4
Domestic Sales of NZ Wine
(millions of litres NZ Wine)
35.5 45.0 50.0 51.0 46.5 59.3 56.7 66.3 64.6 52.4
1
Consumption per Capita NZ wine
(litres NZ wine)
8. 8 11. 2 12.1 12. 2 11.1 13.9 13.0 15. 2 14.7 11. 8
1
Total sales of all wine
79.7 81.7 86.0 91. 8 87.4 92.7 92.1 93.9 91.9 93.3
1
Consumption per capita
all wines (litres)
19.6 19. 8 20.6 21.7 20. 8 21.5 21.1 21.3 20.9 21.1
1
Export Volume
31.1 51.4 57. 8 76.0 88.6 112.6 142.0 154.7 178.9 169.6
Export Value
(millions of NZ$ FOB)
302.6 434.9 512.4 698.3 797. 8 991.7 1,041 1,094 1,177 1, 211
1
Estimate only
STATISTICS
23 STATISTICS
NEWZEALAND WINEGROWERS MEMBERSHIP (2004-2013)
WINERIES BY CATEGORY
1
2004 2005 2006 2007
1
2008
2
2009 2010 2011 2012 2013
Category 1
425 466 482 483 523 577 605 615 622 613
Category 2
34 44 42 51 56 60 61 73 71 75
Category 3
4 6 6 9 6 6 6 10 10 10
TOTAL 463 516 530 543 585 643 672 698 703 698
1
Up to 2007: Category Iannual sales not exceeding 200,000 litresCategory 2annual sales between 200,000 and 2,000,000 litres
Category 3annual sales exceeding 2,000,000 litres
2
From 2008: Category Iannual sales not exceeding 200,000 litresCategory 2annual sales between 200,000 and 4,000,000 litres
Category 3annual sales exceeding 4,000,000 litres
WINERIES BY REGION 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Northland
8 10 10 11 14 14 14 15 16 13
Auckland
88 90 91 92 103 109 111 117 118 116
Waikato/Bay of Plenty
13 17 18 17 19 20 21 17 15 13
Gisborne
17 19 22 19 22 24 26 24 24 21
Hawke' s Bay
58 62 66 67 71 79 85 91 84 77
Wairarapa
49 54 56 57 58 61 63 64 64 65
Nelson
24 29 29 28 32 34 36 38 36 38
Marlborough
84 101 106 104 109 130 137 142 148 152
Canterbury/Waipara
46 50 48 52 54 62 61 66 68 70
Central Otago
75 82 82 89 95 103 111 115 120 124
Other Areas
1 2 2 7 8 7 7 9 10 9
TOTAL 463 516 530 543 585 643 672 698 703 698
GRAPE GROWERS
BY REGION
AUCK WAIK GISB HB WAIR NELS MARL WAIP CANT OTAGO TOTAL
2004 17 5 97 126 17 28 275 6 12 11 594
2005 18 7 108 168 33 40 415 7 12 17 825
2006 20 9 92 157 39 46 428 11 21 50 875
2007 25 4 100 186 25 58 530 12 4 63 1,007
2008 38 13 89 172 44 57 524 20 41 75 1,073
2009 44 11 87 171 48 62 568 22 38 77 1,128
2010 17 2 57 122 24 39 544 11 2 35 853
2011 9 2 54 103 24 38 551 6 2 35 824
2012 11 2 53 104 30 40 548 12 2 33 835
24 STATISTICS
NEWZEALAND PRODUCING VINEYARD AREA (2004-2013)
BY GRAPE VARIETY (HA) 2004 2005 2006 2007 2008 2009 2010
1
2011
1
2012 2013
2
Sauvignon Blanc 5, 897 7, 277 8, 860 10,491 13,988 16, 205 16,910 16,758 20, 270 20,429
Pinot Noir 3, 239 3,757 4,063 4,441 4,650 4,777 4,773 4, 803 5,388 5,425
Chardonnay 3,617 3, 804 3,779 3,918 3, 881 3,911 3, 865 3, 823 3, 229 3, 253
Merlot 1,487 1,492 1,420 1,447 1,363 1,369 1,371 1,386 1, 234 1, 262
Riesling 666 811 853 868 917 979 986 993 770 796
Pinot Gris 381 489 762 1,146 1,383 1,501 1,763 1,725 2,485 2,477
Cabernet Sauvignon 687 614 531 524 516 517 519 519 305 331
Gewrztraminer 210 257 284 293 316 311 314 313 347 334
Syrah 183 211 214 257 278 293 297 299 387 419
Semillon 306 240 229 230 199 201 185 182 77 71
Cabernet Franc 213 180 164 168 166 163 161 161 119 117
Malbec 168 163 155 160 156 156 157 157 140 147
Muscat Varieties 136 139 140 139 135 135 125 125 48 50
Mller Thurgau 155 137 116 106 79 79 78 78 2 11
Pinotage 82 85 90 88 74 74 74 74 50 47
Chenin Blanc 72 58 59 50 50 50 47 47 21 25
Reichensteiner 61 59 61 66 72 72 72 72 14 14
Other & Unknown 552 1, 229 836 963 1,087 1,171 1,731 1, 885 449 524
TOTAL 18,112 21,002 22,616 25,355 29,310 31,964 33,428 33,400 35,335 35,733
3
BY REGION (HA) 2004 2005 2006 2007 2008 2009 2010
1
2011
1
2012 2013
2
Auckland/Northland 591 514 504 533 534 543 550 556 411 406
Waikato/Bay of Plenty 151 148 150 145 147 147 147 147 24 24
Gisborne 1, 810 1, 890 1,913 2,133 2,142 2,149 2,083 2,072 1,635 1,608
Hawke' s Bay 3, 873 4, 249 4,346 4,665 4, 899 4,921 4,947 4,993 5,030 5,093
Wairarapa 737 779 777 827 855 859 871 882 979 972
Marlborough 8,539 9,944 11,488 13,187 15,915 18,401 19, 295 19,024 22,956 23, 232
Nelson 548 646 695 782 794 813 842 861 1,011 1,032
Canterbury/Waipara 641 853 925 1,034 1,732 1,763 1,779 1, 809 1,371 1,454
Central Otago 844 978 1, 253 1,415 1,552 1,532 1,540 1,540 1,917 1,909
Other & Unknown 378 1,001 565 634 770 836 1,374 1,516 0 0
TOTAL 18,112 21,002 22,616 25,355 29,310 31,964 33,428 33,400 35,334 35,733
3
1
Forward estimate
2
Forward estimate from 2012 Vineyard Register Report
3
Total corrected to account for assumed vineyard underestimation
Source: NewZealand Winegrowers' Vineyard Surveys
STATISTICS
25 STATISTICS
NEWZEALAND VINTAGES (2004-2013)
BY GRAPE VARIETY (TONNES) 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Sauvignon Blanc 67,773 63, 297 96,686 102,426 169,613 177,647 174, 247 224,412 181,121 228,781
Pinot Noir 20,145 14,578 22,062 20,699 32, 878 27,547 23,655 31,156 23, 285 31,775
Chardonnay 35,597 29,741 26,944 38,792 33,346 34,393 26,322 25,580 22, 855 27,184
Pinot Gris 1, 888 1,655 3,675 6,053 12,417 11,410 12, 810 17,787 15,347 22,042
Merlot 9,330 9,194 11, 206 11,714 10,166 11,723 8, 885 9,092 8,046 10,076
Riesling 5,647 4,792 6,745 6,017 8,547 6,316 5,416 6,118 4,989 5,932
Syrah 691 758 1,057 1,514 1,452 1,500 2,112 1,741 1,431 2, 240
Gewrztraminer 1,325 1,164 1,532 2,052 2,101 2,123 1,556 1, 836 1, 249 1,788
Cabernet Sauvignon 4,045 3,018 2,659 2,462 2, 270 2,304 2, 203 1,667 1,120 1,465
Other White Vinifera 668 360 344 415 247 249 248 543 342 754
Malbec 1,106 763 1,325 1,086 1,036 972 761 764 694 825
Semillon 3,511 2,388 2,664 2,929 2,561 1,667 1,362 689 596 721
Muscat Varieties 1, 828 2,098 1,532 2,017 1,697 1,505 793 550 578 634
Viognier 155 176 543 573 784 854 781 839 519
Cabernet Franc 858 782 673 819 688 735 552 488 414 421
Pinotage 917 708 631 890 719 694 467 476 292 400
Other Red Vinifera 400 459 262 227 291 262 602 556 307 262
Arneis 163 220
Reichensteiner 1,140 675 762 512 681 0 410 158 194 183
Chenin Blanc 1,325 629 337 212 151 93 79 78 80 94
Mller Thurgau 3, 888 2,144 1,573 1,437 847 506 81 77 2 2
All Hybrids 17 47 40 8 69 17 30 42 1 19
SURVEY TOTAL 162,100 139,406 182,885 202,823 282,352 282,447 263,445 324,591 263,944 336,337
INDUSTRY TOTAL
1
165,500 142,000 185,000 205,000 285,000 285,000 266,000 328,000 269,000 345,000
BY REGION (TONNES) 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Northland 144 183 208 203 204 148 178 111 92 130
Auckland 1,497 948 1,345 1, 241 1,604 1,615 1,325 1,464 1, 220 789
Waikato/Bay of Plenty 457 210 261 212 192 202 118 51 7 12
Gisborne 25,346 22,493 18,049 26,034 23,911 23,093 18,316 14,450 15,590 15,567
Hawke' s Bay 30,429 28,098 33, 287 41,963 34, 284 40,985 38, 860 35,533 32,793 38, 829
Wairarapa 2, 820 1,649 3,008 1,949 4,105 4,421 3,942 3,598 4, 271 4,798
Marlborough 92,581 81,034 113,436 120, 888 194,639 192,128 182,658 244, 893 188,649 251,630
Nelson 4,563 2,454 5,623 5,190 7,002 7,740 5,963 7, 854 6,129 7,777
Canterbury/Waipara 2, 825 895 3,051 1,699 6, 881 5,476 5, 870 9,485 7,079 8,348
Central Otago 1,439 1,441 4,612 3,434 9,495 6, 218 6,196 7,104 8,115 8,407
Other 6 421 19 49 0 0
SURVEY TOTAL 162,100 139,406 182,885 202,823 282,352 282,447 263,445 324,591 263,944 336,337
INDUSTRY TOTAL
1
165,500 142,000 185,000 205,000 285,000 285,000 266,000 328,000 269,000 345,000
1
The data shown are the results from the NewZealand Winegrowers Annual Vintage Surveys, whereas Industry Total represents the tonnes crushed by the total wine industry.
The diference between Total and Industry Total is data from wine companies who did not respond to the Vintage Survey
Source: NewZealand Winegrowers' Annual Vintage Surveys
26 STATISTICS
STATISTICS
NEWZEALAND WINE EXPORTS BY MARKET (2004-2013)
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Australia L
NZ$
5.654
56. 285
9.762
88.033
13.180
122.441
18.632
179.933
24.633
246.696
37.343
323.312
45.937
327.098
45. 263
337.740
53.474
380.473
49.764
373.048
USA L
NZ$
7. 266
80.026
12.975
113. 237
14.411
138.411
18.712
175.515
19.492
159.787
22.181
223.666
26.360
211.613
32. 223
231.922
39.481
251.329
43.362
283.651
United
Kingdom
L
NZ$
13. 864
119.786
21.124
162.120
21.907
166.937
27.573
227.418
29.646
240.730
36. 212
267.913
47.995
298.656
52.930
293.631
57.657
284.021
47.622
278.415
Canada L
NZ$
0.700
6.934
1.477
13.907
2.061
21. 888
3.182
33. 870
5. 219
47.060
5.055
49.498
7.143
59.141
5.705
59.180
6.509
70.906
7. 272
78.177
China L
NZ$
0.032
0. 298
0.050
0.540
0.124
1. 227
0. 204
2.124
0. 238
2.436
0.544
6.130
1.425
17.165
1.489
16. 872
2. 200
25. 234
2. 219
26. 868
Netherlands L
NZ$
0.487
4.404
1.716
12.688
1. 217
10.017
1.559
13.318
1.363
12. 808
2.354
20. 831
2.746
21.576
4.060
27.369
4.586
26.744
4.128
26.743
Hong Kong L
NZ$
0. 225
2. 209
0.301
2.992
0.358
3.428
0.444
4.528
0.610
6.171
0.624
8. 870
0.947
11.951
1.307
17.629
1.524
18.393
1.570
20.474
Singapore L
NZ$
0.137
2.009
0. 292
3.556
0.439
4.401
0.474
5.996
0.756
9.507
1.000
13.370
1.031
12.464
1.164
13.984
1.149
14.515
1. 285
16.148
Ireland L
NZ$
0.461
4.307
0.573
5. 200
0. 844
8.158
0. 853
8.920
1.496
15.012
1.498
16.501
1. 816
15.784
1. 844
15.643
2.158
16.326
2.052
14.420
Japan L
NZ$
0.426
5.967
0.491
5.903
0.406
5. 855
0.484
6.665
0.545
7. 299
0.504
7. 837
0.674
9.026
0. 897
11.017
1.119
12. 891
1.152
13.646
Sweden L
NZ$
0. 228
1. 889
0.087
0.935
0. 235
2.333
0.516
5.033
0.545
5.445
0.604
6.105
0.942
8.747
1.367
11.365
1.459
11.554
1.563
13.090
Germany L
NZ$
0.175
2.446
0.307
3. 289
0.301
2.914
0.382
3.699
0.462
5.342
0.530
5.680
0.586
4.954
0.748
5.302
1.429
7.639
1.532
9.532
Denmark L
NZ$
0.443
4.019
0.527
4.608
0.508
4.656
0.654
6.029
0.654
5. 836
1.019
6.510
1.013
5.946
0.976
6.646
1.004
6.566
0.790
5.388
Finland L
NZ$
0.041
0.433
0.099
1.071
0.111
1.161
0.134
1.428
0.121
1. 202
0.122
1.502
0.164
1.528
0. 276
2.532
0. 219
2.134
0.185
1.572
Norway L
NZ$
0.004
0.042
0.021
0. 219
0.014
0.087
0.037
0.338
0.033
0.337
0.069
0.621
0.068
0.623
0.169
1.529
0. 205
1.483
0. 224
1.591
Others L
NZ$
1.400
15.563
2.098
21.166
2.183
32.161
2.184
23.488
2. 822
32.129
2.987
33.374
2.010
23.358
4. 243
41.614
4.706
46.638
4.942
47.758
TOTAL L
NZ$
31.101
302.599
51.373
434.856
57.791
512.362
76.024
698.303
88.636
797.797
112.647
991.721
142.032
1,040.529
154.661
1,093.973
178.880
1,176.847
169.669
1,210.525
Note: All figures are in millions
Source: Statistics NewZealand
27 STATISTICS
NEWZEALAND WINE EXPORTS BY MARKET (YEAR END JUNE 2013)
WHITE
750ML
WHITE OTHER WHITE TOTAL RED 750ML RED OTHER RED TOTAL SPARKLING FORTIFIED TOTAL
Australia L
$
$/L
33.487
279. 89
8.36
12.124
43.042
3.55
45.612
322.932
7.08
3.474
43.459
12.51
0.191
1.415
7.40
3.666
44. 875
12. 24
0.461
5.106
11.06
0.024
0.133
5.57
49.764
373.048
7.50
USA L
$
$/L
26.454
198.703
7.51
15.036
62. 897
4.18
41.49
261.6
6.31
1. 823
21.554
11. 82
0.011
0.065
5. 88
1. 834
21.619
11.79

0.426
11.38

0.004
66. 88
43.362
283.651
6.54
United
Kingdom
L
$
$/L
26.604
182.361
6. 85
16.733
57.597
3.44
43.338
239.959
5.54
3. 823
34.753
9.09
0.068
0.444
6.51
3. 892
35.197
9.04
0.391
3. 257
8.31

0.001
65.06
47.622
278.415
5. 85
Canada L
$
$/L
6.396
68.688
10.74
0. 219
0. 811
3.69
6.616
69.5
10.50
0.631
8.135
12. 89

0.005
11. 27
0.631
8.141
12. 89
0.023
0.534
22.31

64.14
7. 272
78.177
10.75
China L
$
$/L
0. 834
8.323
9.97
0.021
0. 279
12. 83
0. 856
8.602
10.04
1.316
17. 241
13.10
0.043
0.934
21.48
1.359
18.176
13.37
0.002
0.044
15.17

0.045
94.43
2. 219
26. 868
12.11
Netherlands L
$
$/L
2. 862
19.796
6.92
0.948
3. 851
4.06
3. 81
23.648
6. 21
0. 281
2. 848
10.11
0.022
0.136
6. 20
0.303
2.984
9. 82
0.014
0.11
7.71
4.128
26.743
6.48
Hong Kong L
$
$/L
1.16
12.921
11.13
0.005
0.066
12.72
1.166
12.987
11.14
0.391
7. 272
18.59
0.002
0.059
26.75
0.393
7.331
18.63
0.01
0.152
14.48

0.002
86.73
1.570
20.474
13.04
Singapore L
$
$/L
0.933
11.014
11. 80
0.001
0.016
8.92
0.935
11.031
11.79
0.333
4.918
14.74
0.003
0.065
16. 83
0.337
4.984
14.76
0.011
0.132
11.01
1. 285
16.148
12.57
Ireland L
$
$/L
1. 807
12.353
6. 84
1. 807
12.353
6. 84
0. 243
2.049
8.41
0. 243
2.049
8.41
0.001
0.017
11.33
2.052
14.420
7.03
Japan L
$
$/L
0.728
7.517
10.32
0.003
0.048
12.44
0.732
7.566
10.33
0.392
5.725
14.60
0.005
0.073
12.66
0.397
5.799
14.58
0.022
0. 28
12.35

60.00
1.152
13.646
11. 84
Sweden L
$
$/L
1.307
10.363
7.93
0.024
0.108
4.50
1.331
10.471
7. 87
0. 203
2.419
11. 88
0.028
0.198
7.07
0. 231
2.618
11. 29
1.563
13.090
8.37
Germany L
$
$/L
0.5
4.455
8.90
0.96
3.934
4.10
1.46
8.39
5.74
0.071
1.129
15.76

0.009
18.75
0.072
1.139
15.79

0.001
42.67
1.532
9.532
6. 22
Denmark L
$
$/L
0.512
3.578
6.99
0.191
0.645
3.37
0.703
4. 223
6.00
0.086
1.159
13.40

0.004
57. 84
0.086
1.164
13.44
0.790
5.388
6. 82
Finland L
$
$/L
0.106
0.964
9.07
0.007
8.64
0.107
0.972
9.07
0.041
0.364
8. 86
0.007
12.07
0.041
0.371
8.91
0.036
0. 228
6.30
0.185
1.572
8.49
Norway L
$
$/L
0.136
1.024
7.51
0.072
0.322
4.47
0. 208
1.346
6.46
0.016
0. 244
15. 22
0.016
0. 244
15. 22
0. 224
1.591
7.08
Others L
$
$/L
3.498
33. 216
9.49
0.456
2.133
4.68
3.954
35.35
8.94
0.72
9. 822
13.64
0.144
1.026
7.09
0. 864
10. 849
12.54
0.122
1.538
12.60

0.02
31. 20
4.942
47.758
9.66
TOTAL L
$
$/L
107.332
855.174
7.97
46.8
175.763
3.76
154.132
1,030.94
6.69
13.851
163.1
11.78
0.522
4.446
8.51
14.373
167.547
11.66
1.137
11.831
10.40
0.025
0.208
8.26
169.669
1,210.525
7.13
Note: L and NZ$ figures are in millions
28 STATISTICS
NEWZEALAND WINE EXPORTS BY VARIETY (2007-2013)
2007 2008 2009 2010 2011 2012 2013
Sauvignon Blanc 56.555 66. 849 91.527 115. 810 131.653 150.883 144.551
Pinot Noir 5. 882 5.703 6.183 8. 207 9.498 10.560 10.170
Chardonnay 4. 230 5.541 4.789 5. 234 4.888 5.510 4.914
Pinot Gris 0.608 1. 256 2.036 2.769 2.648 4.091 3.612
Merlot 1.501 1. 876 1.931 2.618 2.347 2.379 2.059
Sparkling 2. 283 2.064 1.976 1.737 1. 271 1.392 1.451
Cabernet or Merlot Blend 0.942 1.072 1.067 1.022 1.094 1. 254 1.424
Generic White 0. 831 0.700 1.117 0.991 0.532 0.719 0. 266
Riesling 0.928 1.003 0.776 0.971 1.062 1.057 0.924
Ros 1.144 0.963 0.704 0.559 0.622 0.586 0.490
Chardonnay Blend 0.010 0.159 0. 208 0.426 0.415 0.149 0.997
Syrah 0.084 0.137 0.155 0. 227 0.307 0.309 0. 270
Gewrztraminer 0.162 0.131 0.146 0.162 0.306 0. 202 0.192
Sauvignon Blend 0.055 0.024 0.128 0.154 0.077 0.140 0.422
Other White Varietals 0.179 0.039 0.081 0.069 0.076 0.118 0.103
Generic Red 0. 252 0.082 0.035 0.068 0.022 0.021 0.043
Other Red Varietals 0.107 0.089 0.049 0.060 0.087 0.095 0.085
Cabernet Sauvignon 0.017 0.015 0.014 0.043 0.020 0.030 0.046
Sweet Wines 0.078 0.043 0.034 0.027 0.039 0.055 0.038
Fortified 0.038 0.026 0.030 0.011 0.001 0.001 0.001
Chenin Blanc 0.018 0.008 0.009 0.010 0.017 0.013 0.016
Semillon 0.009 0.013 0.003 0.001 0.008 0.002 0.003
Sparking Sauvignon 0.000 0.000 0.000 0.000 0.000 0. 217 0.360
TOTAL
1
75.913 87.793 113.000 141.139 156.990 179.783 172.437
1
Data will differ slightly in total volume to those obtained through Statistics NewZealand
Note: All figures are in millions of litres
Source: Wine Export Certification Service
STATISTICS
29 STATISTICS
WINE IMPORTS INTO NEWZEALAND (2004-2013)
BY COUNTRY OF ORIGIN 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Australia 27.636 24.340 27. 250 36.497 22.412 20.019 26.502 22.512 21. 897 32.564
South Africa 9.648 6.151 3.385 0.768 10.414 7.594 5. 860 1.710 1.694 2.579
Chile 2.319 0.668 1.038 0.953 2.593 0. 858 0.102 0.062 0.530 1.935
Italy 1.380 1.632 1.614 1. 850 2.312 1.523 1.067 0.995 0. 858 0. 865
France 1. 220 0.903 1.132 1.157 1.990 1. 872 0.984 1.095 1.449 2.023
Spain 0.708 0.404 0.393 0.494 0.486 0.493 0. 207 0. 230 0.311 0.429
Argentina 0.713 0. 890 0.765 0.371 0.362 0.380 0.053 0.051 0.082 0.112
Others 1.401 0. 884 0.317 0. 288 0.381 0.605 0. 283 0.631 0.511 0.382
TOTAL 45.025 35.872 35.894 42.378 40.949 33.344 35.059 27.287 27.331 40.892
BY PRODUCT TYPE 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
White 23.160 16.328 17.108 21. 251 17.014 11.312 13.773 8.005 7.555 16.76
Red 17.739 15.710 15.972 18. 241 20.763 18.633 18.475 16.012 17.011 20.958
Sparkling 3.575 3.365 2. 287 2.309 2.444 2.762 2.376 2.760 2.008 2.962
Champagne 0.385 0.376 0.415 0.438 0.609 0.559 0.381 0.447 0.679 0. 883
Fortified 0.166 0.093 0.112 0.138 0.119 0.077 0.054 0.063 0.078 0.0211
TOTAL 45.025 35.872 35.894 42.378 40.949 33.344 35.059 27.287 27.331 40.892
Note: All figures are in millions of litres
WINE IMPORTS INTO NEWZEALAND (YEAR END JUNE 2013)
COUNTRY OF ORIGIN WHITE RED SPARKLING FORTIFIED TOTAL
Australia L
$
14,159,077
22, 263,147
16,735,432
66, 298,325
1,491,478
7,777, 238
178,923
1,540, 839
32,564,910
97, 879,549
South Africa L
$
1,373,716
3,795,074
1,140, 204
4, 229, 204
64,984
316,547
108
4, 872
2,579,012
8,345,697
Chile L
$
833,190
1,455,328
1,102,319
2,451, 281
213
5,157
15
953
1,935,737
3,912,719
Italy L
$
77,191
568,595
444,910
2,989,729
341,198
2,740,791
1,600
66,175
864, 899
6,365, 290
France L
$
151,916
2,406,196
961,761
9,926,608
907, 807
27,586,973
1,982
113, 872
2,023,466
40,033,649
Spain L
$
21,589
166, 271
316,669
1,599,066
84,400
473,416
6,966
390,562
429,624
2,629,315
Argentina L
$
5,585
29,173
106,707
635,422
189
1,780
-
-
112,481
666,375
Others L
$
137,948
1,040,509
149,939
1,481,515
72,526
435,009
21,680
1, 265,901
382,093
4, 222,934
TOTAL L
$
16,760,212
31,724,293
20,957,941
89,611,150
2,962,795
39,336,911
211,274
3,383,174
40,892,222
164,055,528
Note: All figures are in millions
WINERIES
NZW WINZ
CATEGORY ONE
Steve Green
Carrick
Chair Chair
Mike Spratt
Destiny Bay
Member Member
James Millton
Millton Vineyard
Alternate Alternate
CATEGORY TWO
Kate Radburnd
C J Pask Winery
Member Deputy Chair
Blair Gibbs
Spy Valley
Member Member
Mike Brown
Kono Beverages Tohu Winery
Alternate Alternate
CATEGORY THREE
Fabian Yukich
Villa Maria Estate
Member Member
Fabian Partigliani
Pernod Ricard New Zealand
Member Member
Joe Stanton
Constellation New Zealand
Member Member
Jim Delegat
Delegats Wine Estate
Alternate Alternate
GRAPEGROWERS
NZW NZGGC
John Clarke Deputy Chair President
Mal McLennan Member Vice-President
Dominic Pecchenino Member Member
Richard Rose Member Member
Gwyn Williams Member Member
Doug Bell Alternate Member
Alan Knight Alternate Member
Xan Harding Alternate Member
Chris Howell Alternate Member
Garth Edwards Alternate Member
CHAIRS OF THE BOARD OF DIRECTORS
NEW ZEALAND WINEGROWERS (NZW)
2002-2004 Peter V Hubscher MNZM
2004-2006 Brian J Vieceli
2006-2012 Stuart Smith
2012-Present Steve Green
WINE INSTITUTE OF NEW ZEALAND (WINZ)
1975-1979 Alexander A Corban OBE, BSc, RDOen
1979-1980 George T Mazuran OBE, JP
1980-1982 Thomas B McDonald OBE, JP
1982-1985 Mate G Brajkovich OBE
1985-1991 Bryan W Mogridge ONZM, BSc
1991-1996 John Buck OBE
1996-1999 Ross R Spence QSO
1999-2004 Peter V Hubscher MNZM
2004-2006 Brian J Vieceli
2006-2008 Sir George Fistonich
2008-Present Steve Green
PRESIDENTS OF THE NEW ZEALAND
GRAPE GROWERS COUNCIL (NZGGC)
19791984 Bill Walsh
19841994 Ross Goodin
19941999 Kevyn Moore QSM
19992003 William Crosse
20032005 John Webber
2005-2006 Ian Miller
2006-2012 Stuart Smith
2012-Present John Clarke
ROLL OF FELLOWS
NEW ZEALAND WINEGROWERS
2006 Ross R Spence QSO
2006 Reid Fletcher
2008 Tim Finn
2008 John Webber
2012 Robin Dicey
WINE INSTITUTE OF NEW ZEALAND
1982 George T Mazuran OBE, JP
Bogoslav (Bob) Sokolich
Alexander A Corban OBE, BSc, RD Oen
Thomas B McDonald OBE, JP
1987 Mate G Brajkovich OBE
1988 Peter D Fredatovich MBE, JP
1990 Mate I Selak
1991 Joseph A Corban MBE
1992 Frank I Yukich
1993 John (Jock) C Graham MNZM
1994 Robert O Knappstein RD Oen
1995 Peter J Babich MBE
1996 Terence J Dunleavy MBE, JP
1997 Donald M Maisey
1998 Anthony F Soljan
1999 John Buck OBE
2003 Kerry Hitchcock
ROLL OF HONORARY LIFE MEMBERS
NEW ZEALAND WINEGROWERS
2005 Margaret Harvey MW
1997 Bryan W Mogridge ONZM, BSc
1998 James S Fraser B.Food Tech, Dip.Dy
1999 Stanley L Harris QSM
ROLL OF LIFE MEMBERS
NEW ZEALAND GRAPE GROWERS COUNCIL
1995 Ross Goodin ONZM, QM
2000 Kevyn Moore QSM
2004 Jim Hamilton
2005 Willie Crosse
30 INDUSTRY BOARDS
INDUSTRY BOARDS
31 INDUSTRY ORGANISATIONS
INDUSTRY ORGANISATIONS
c/o New Zealand Winegrowers
NEW ZEALAND GRAPEGROWERS
COUNCIL INCORPORATED
NEW ZEALAND SOCIETY OF
VITICULTURE & OENOLOGY
PRESIDENT
Dr R Balasubramaniam
EXECUTIVE OFFICER
Dr John Barker
SOLICITOR
Andrew Beatson
Bell Gully Buddle Weir
PO Box 4199, Auckland
AUDITOR
KPMG
EXECUTIVE OFFICER
Dr John Barker
SOLICITOR
Andrew Wares
Sainsbury, Logan & Williams
PO Box 41, Napier
AUDITOR
KPMG
REGIONAL WINEGROWING
ASSOCIATIONS 2013
HAWKES BAY WINEGROWERS ASSN INC
James Medina
+64 6 8763418
james@winehawkesbay.co.nz
www.winehawkesbay.co.nz
MARLBOROUGH WINEGROWERS ASSN INC &
WINE MARLBOROUGH LTD
Marcus Pickens
+64 3 5779299
marcus@wine-marlborough.co.nz
www.wine-marlborough.co.nz
NELSON WINEGROWERS ASSN INC &
NELSON WINEART
Gisela Purcell
+64 21 1010366
info@wineart.co.nz
www.nelsonwineart.co.nz
WAIRARAPA WINEGROWERS ASSN INC
Tania DeJonge
+64 27 6411517
wgtn.winegrowers@xtra.co.nz
CENTRAL OTAGO WINEGROWERS ASSN
Natalie Wilson
+64 3 4454499
info@cowa.org.nz
www.cowa.org.nz
GISBORNE WINE GROWERS SOCIETY INC
Marcus Allan
+64 46 8674085
info@gisbornewine.co.nz or
marcus@gisbornewine.co.nz
WAIPARA VALLEY WINEGROWERS INC.
Amanda Girdlestone
+64 3 3146141
info@waiparawine.co.nz
www.waiparawine.co.nz
NORTHERN WINEGROWERS & GRAPEVINE
IMPROVEMENT ASSN INC
Marie Topliss
+ 64 9 8460548
nwgvig@xtra.co.nz
WINES OF CANTERBURY INC
Gillian Walsh
+ 64 3 3125553
info@winesofcanterbury.co.nz
www.winesofcanterbury.co.nz
SUB-REGION WINEGROWING
ASSOCIATIONS 2013
WAIRARAPA WINES INC
Liz Pollock
+64 27 477 4717
lizpoll@ihug.co.nz
info@wairarapawines.co.nz
www.wairarapawines.co.nz
WINES FROM MARTINBOROUGH
Gretchen Bunny
+64 6 3069183 or +64 274790850
info@winesfrommartinborough.com
www.winesfrommartinborough.com
WAIHEKE ISLAND WINEGROWERS ASSN
Rob Meredith
+64 9 950 4385
rob.meredith@peacocksky.co.nz
WEST AUCKLAND WINE GROWERS
Michael Brajkovich
+64 9 4128415
michael@kumeuriver.co.nz
CENTRAL OTAGO PINOT NOIR LTD
Vikki Kircher
+64 3 4453696
vikki.kircher@centralotagopinot.co.nz
www.centralotagopinot.co.nz
MATAKANA WINEGROWERS INCORPORATED
Bruce Taylor
+64 9 423 0002
contourestate@xtra.co.nz
www.matakanawine.com
NORTHLAND WINEGROWERS ASSOCIATION
Helen Thompson
+64 9 407 8040
admin@northlandwinegrowers.co.nz
TE KAUWHATA GRAPEGROWERS ASSN INC
Ross Goodin
+64 7 8263402
glentopp@xtra.co.nz
NEW ZEALAND WINEGROWERS KEY CONTACTS
32 NEW ZEALAND WINEGROWERS KEY CONTACTS
NEW ZEALAND
WINEGROWERS
PO Box 90276, Victoria Street West, Auckland 1142
Level 3, 52 Symonds Street, Auckland Central, Auckland 1010
PH +64 (09) 303 3527, FAX +64 (09) 302 2969
info@nzwine.com, www.nzwine.com
CHIEF EXECUTIVE OFFICER
Philip Gregan MA (Hons)
PH +64 9 306 5555
philip@nzwine.com
OFFICE MANAGER
Lorraine Rudelj
PH +64 9 303 3527
lorraine@nzwine.com
FINANCIAL ACCOUNTANT
Suzanne Hill
PH +64 9 306 5554
suzanne@nzwine.com
COMMUNICATIONS MANAGER
Sarah Thornton
PH +64 9 306 5553
saraht@nzwine.com
ADVOCACY
GENERAL MANAGER ADVOCACY & TRADE
Dr John Barker BA, LLB, PhD
PH +64 9 916 1561
john@nzwine.com
WINE EXPORT CERTIFICATION MANAGER
Sue Church
PH +64 9 306 5552
sue@nzwine.com
MARKETING
GLOBAL MARKETING DIRECTOR
Chris Yorke BSc (Comb Hons)
PH +64 9 306 5551
chris@nzwine.com
EUROPE
Chris Stroud
PH +44 207 973 8079
cstroud@nzwine.com
USA
David Strada
PH +1 415 567 5511
dstrada@earthlink.net
Ranit Librach
PH +1 212 254 2729
ranit.nzwine@gmail.com
CANADA
Robert Ketchin
PH +1 705 444 0195
rketchin@ketchin.com
ASIA
Natalie Potts
PH +852 2511 3883
natalie@nzwine.com
MANAGER GLOBAL EVENTS
Angela Willis
PH +64 9 306 5642
angela@nzwine.com
RESEARCH
GENERAL MANAGER RESEARCH & INNOVATION
Dr Simon Hooker BSc, MSc, PhD, Grad Dip Bus Admin
PH +64 9 306 5556
simon@nzwine.com
SUSTAINABILITY
GENERAL MANAGER SUSTAINABILITY
Philip Manson BSc, Dip Bus
PH +64 9 306 5559
pmanson@nzwine.com
NATIONAL COORDINATOR SUSTAINABLE WINEGROWING
Sally Van der Zijpp M App Sc (Hons)
PH +64 3 577 2379
FAX +64 3 984 4311
sally@swnz.org.nz
THE ENERGY AND VITALITY IN THE NEW
ZEALAND WINE SCENE RIGHT NOW IS
GRIPPING. NEVER BEFORE HAVE THE WINES
SEEMED SO EXPRESSIVE OR ACCURATE.
MATTHEW JUKESUK WINE WRITER, POST TRIP SURVEY, FEBRUARY 2013
nzwine.com

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