The tough get going…

For many in the industry the going was tough this past year, and it may well yet get tougher.

Managing a supply-demand imbalance in the long-term interests of the industry will inevitably involve short term pain. And even the most determined optimist would concede that the global economy is still some way from full recovery.

But New Zealand wine remains a strong proposition. Our reputation is positive and we have carved a niche in the global market. Sales continue to build. Quality from 2009 will be very high across a range of styles. We have an industry that is united and understands the challenges and opportunities it faces.

Capitalising on those strengths requires hard work, sacrifice and, above all, investment in our national, regional and individual brands. In good times and bad, brands are the reasons we give consumers to choose our products. To continue to succeed New Zealand brands must always over-deliver in terms of reputation, quality and value. That is how we have grown to exports to nearly $1 billion — it is also the key to the future.

Stuart Smith                                                                            Steven Green
Chair                                                                                       Deputy Chair