With the month of May underway, New Zealand Winegrowers is calling on Australian liquor retailers to support its month-long Pour Yourself a Glass of New Zealand campaign.
Coinciding with Sauvignon Blanc Day (2 May), International Pinot Gris Day (17 May) and International Chardonnay Day (22 May) – the varieties that make up New Zealand’s top three exported wine varieties – the theme of the campaign leans into the shift in consumer demand towards lighter, crisp, and more refreshing wines.
Charlotte Read, General Manager Brand at New Zealand Winegrowers, says lighter styles of New Zealand wine are outpacing overall wine category performance as consumers shift towards varietals with more refreshing palate profiles.
“There has been an international increase in demand for white wines such as Sauvignon Blanc and Pinot Gris, and in key export markets such as the US, UK and Australia, New Zealand wine has a strong consumer association with more naturally refreshing wines. This positions New Zealand white wine well to satisfy the growth in category refreshment occasions,” she explains.
As demand continues to grow, Read says the refreshing and distinguished palate of New Zealand white wines are a compelling addition any Australian liquor retailers wine selection.
And although it is best known for its fresh, delicate Sauvignon Blanc, New Zealand’s unique geographical positioning and climate provides ideal growing conditions for a wide range of varietals, and the region produces more than 40 varieties of wine.
“New Zealand white wine makes up 95 per cent of our global exports, and while Sauvignon Blanc represents 89 per cent of our exports, New Zealand also produces other world-class white wine varieties such as Pinot Gris and Chardonnay,” says Read.
“Sauvignon Blanc may have been the one to put New Zealand wine on the map, but New Zealand also excels in the production of an increasing range of styles and varieties – from Chardonnay to Riesling to Albariño, there is a New Zealand white wine to suit every palate.”
The combination of New Zealand’s unique terroir and climate provide perfect conditions for growing white wine and allowing for the retention of natural acidity, says Read.
“None of the country’s winegrowing regions are far from the sea, and coupled with long hours of sunshine and often crisp night temperatures, it’s the ideal recipe to help the grapes retain their natural brightness and crisp freshness that appeals to modern palates,” she stated.
To support Australian liquor retailers with the promotion of the Pour Yourself a Glass of New Zealand campaign, New Zealand Winegrowers provides a toolkit that can be downloaded online.
“This can be used by retailers for in-store promotion, on social media, or in digital mediums such as newsletters or blogs, to celebrate the month and bring New Zealand white wine to the forefront of the customers’ mind. We welcome everyone to get involved,” Read added.
The toolkit can be found here.
New Zealand’s widely respected sustainability credentials
This month, New Zealand’s wine industry also celebrates 30 years of Sustainable Winegrowing New Zealand (SWNZ). The sustainability program was one of the first to be established in the global wine sector, and today, 98 per cent of New Zealand’s vineyard-producing area is SWNZ certified.
Read added: “New Zealand wine is crafted with a deep respect for our natural world and our people, and for 30 years the New Zealand wine industry has been committed to protecting the people and places that make our famous wines, including our incredible Sauvignon Blancs, Pinot Gris, and Chardonnay. I invite the world to pour yourself a glass of one of our notable drops and celebrate these milestones.”