Protecting and Promoting our Brand

“New Zealand wine” is the brand that unites our industry. Protecting and promoting that brand is essential for each individual grower and winery and for the industry as a whole through the national organisation. That is why the Generic Marketing Programme, supported by individual wineries and regions as well as New Zealand Winegrowers, is so important.

A two-pronged strategy underpins the marketing programme. First, deepen penetration of existing markets, starting with the top three: UK , Australia and USA . Second, work our way into new markets in Asia and Europe.

Throughout this report there are press quotes that speak to both the quality of New Zealand wine and the success of the marketing that supports the brand. Restaurant promotions; promotions in independent retailers, supermarket chains and monopolies; targeting key influencers such as sommeliers; consumer events; these are just a sample of the many activities undertaken in 2009 in conjunction with 291 exporting wineries.