Forum Themes & Sessions
Winning in the United States – Navigating Disruption and Opportunity
The United States remained New Zealand’s largest and most valuable export market, but was going through a period of significant change. Vineyard removals, softer sales, distributor disruption and shifting consumer behaviour were all reshaping the landscape. This session examined where the market stood, the entry and adjustment strategies that were working, what the new normal could look like, and where genuine growth opportunities remained within overlooked segments.
Winning in New Markets
India – A Timely Opportunity
With the Free Trade Agreement in place, India represented an important opportunity for New Zealand wine. This session explored the local wine landscape, evolving consumer behaviour, and where the most realistic opportunities lay for New Zealand wine.
South Korea – A Recent Case Study of NZ Wine Growth
South Korea continued to be one of the strongest growth markets for New Zealand wine. This session shared practical insights into consumer behaviour, how wine was reaching the market, and the factors driving recent momentum.
Winning Through Digital, Data and AI
Many wineries, particularly small and medium-sized businesses, faced the challenge of having limited time and resources for advanced marketing. Artificial intelligence was beginning to change that. This session focused on practical applications rather than hype, including content creation at scale, effective prompting, the use of AI across marketing workflows, affordable market research, and practical first steps for upskilling teams.
Winning Through Story, Food and Place
Building on the success of Tourism New Zealand’s food and beverage storytelling, this session explored how wine contributed to New Zealand’s global reputation alongside world-class cuisine. It examined how storytelling, place and produce could come together to strengthen the New Zealand wine category internationally.
Who Attended
The event was designed for decision-makers across the wine industry who were focused on driving value growth at home and offshore, while building resilience in changing markets.
Why Attend
Because this section is now retrospective, I’d change the heading to “What the Forum Offered” or “What Attendees Gained”. I prefer the latter:
What Attendees Gained
Practical insights from leading international and local speakers
A clearer view of how to succeed in changing global and domestic markets
Insights into emerging export opportunities and evolving consumer demand
Practical tools and ideas for applying digital innovation, AI and wine tourism to business
Opportunities to connect with peers helping shape the future of New Zealand wine
An opportunity to come together at Te Papa, New Zealand’s waterfront cultural venue
