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New Zealand Wine Marketing Programme 2015-2016
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New Zealand WineMARKETING PROGRAMME 2015-2016
New Zealand Winegrowers I nzwine.com/members
As the local producer of wine bottles for the New Zealand wine industry we’re helping Kiwi wine
companies present their finest on the world stage. Our technical expertise, craftmanship and
research in bottle design, assists New Zealand wine brands to deliver sensational product to their
global markets.
O - I N E W ZE A L A N D Email: [email protected]
Call: +64 9 976 7100
www.o - i . c om
62062 NZ Winegrowers Ad US_ver2.indd 1 17/04/14 3:36 pm
BETWEEN YOU AND A GREATNEW ZEALAND WINE
O-I NEW ZEALAND HAS ACTIVELY SUPPORTED THE GROWTH AND DEVELOPMENT OF THE NEW ZEALAND WINE INDUSTRY FOR MANY YEARS.
Kia Ora and Welcome to the Marketing Programme for 2015-2016
NEW ZEALAND BASED TEAM
INTERNATIONAL TEAM
Chris Yorke Global Marketing Director
09 306 5551 021 419 194
Anne-Marie McKenzie Marketing Projects Manager
09 306 5550 021 306 550
USA San FranciscoDavid Strada
+1 415 567 [email protected]
USA New YorkRanit Librach
+1 212 254 [email protected]
AsiaNatalie Potts
+852 2511 [email protected]
UK, Ireland & EuropeChris Stroud
+44 207 973 [email protected]
CanadaRobert Ketchin
+1 705 444 [email protected]
Australia Natalie Corkery
+61 3 961 47577 [email protected]
Felicity Johnston Global Marketing Executive
09 306 5645 021 552 173
Jennifer Duncan-Marsh Marketing Office Administrator
09 306 [email protected]
Cover Image: Drew Lambert Australian Wine Blogger - Matthew Jukes Masterclass, Sydney 2014
USEFUL TIPS
- KEEP your Brand Profile information up to date via the New Zealand wine portal
(portal.nzwine.com).
- We use the information you provide on which markets you have or are seeking
distribution in when considering wine selection for seminars, masterclasses and
education programmes, and when planning itineraries for visiting trade and media.
We also use this information to determine who to send important market-specific
updates to.
- It is also a good idea to include Twitter feeds, Facebook feeds, videos, images and
sustainability stories on your Brand Profile, to tell your story on nzwine.com.
- If you do not have your username and password for the nzwine portal, please
contact Jennifer Duncan-Marsh, [email protected].
- SUBMIT your wines for our biannual blind tastings. These tastings are where we
source the wines we use in our international seminars, masterclasses and education
programmes.
- MAKE USE OF the market information
made available to you. The information we
provide is an excellent tool for gaining an
understanding of new markets, improving
your understanding of existing markets, and
making informed business decisions. This
information is available in the Marketing
section of nzwine.com/members. Contact
[email protected] if you don’t have your
login details.
- USE the New Zealand Wine collateral to
ensure a unified New Zealand wine message
in markets. Our current collateral and order
information is available on nzwine.com/
members, or can be downloaded for free
from the members Toolkit page.
- LET US KNOW when you are travelling! Having winemakers, viticulturists and
winery principals in market, and in direct contact with relevant trade, media and
consumers is invaluable, and adds real substance to seminars, masterclasses and
promotions.
- MAKE SURE your vintage 2010 wines onwards are registered as sustainable
on the New Zealand Wine Registration website (nzwineregistration.com). Any 2010
or later vintage wines must be registered as 100% sustainable for participation in
any New Zealand Winegrowers Marketing activity.
GLOBAL EVENTSIn addition to what you already receive as a levy-paying member of New Zealand Winegrowers,
there are supplementary events and promotions in all of our international markets. This is a user pays
scheme, and as such is voluntary. If you are interested in being involved in the events please see your
Global Events Booklet, or go to nzwinemarketing.com.
INTRODUCTION
Welcome to your guide on how to get the most out of Marketing from New Zealand Winegrowers
As you can see from the enclosed it will be a busy year and we have lots of exciting
activities planned.
Some highlights from last year and plans for this year:
Trade and Media Visits:- Last year we brought 73 visitors to New Zealand and NZ$5 million of media
coverage was generated from visitors
- The key focus this year will be bringing at least 84 top quality media and trade
visitors, primarily to the International Sauvignon Blanc Celebration 2016, the
Chardonnay and Sparkling Symposium, and then to other regions
Seminars & Masterclasses- Last year 68 seminars and masterclasses featured over 550 different wines to over
6,000 attendees
- This year our focus will be utilising the visitors to Sauvignon 2016 and the
Chardonnay and Sparkling Symposium, to spread the message to their peers with
particular focus on ProWein, Vinexpo Hong Kong and the USA
Information to Members- There will be a continued focus on sourcing a wealth of market data and reports
including Euromonitor and Nielsen, as well as maps, varietal and regional guides,
presentations, etc
- Go to nzwine.com/members – the chance is that what you are looking for is on
there!
Partnerships- We continue to work with NZTE in Europe and China and have global Memoranda
of Understanding with Air New Zealand and Tourism New Zealand to extend our
marketing reach
Here’s to a great year, and here’s to the All Blacks going Back to Back in October!
Cheers,
Chris Yorke
Global Marketing Director
Published by New Zealand Winegrowers, for our members.
Editor: Felicity Johnston
Designer: Lilly Johnson
Contributors: Felicity Johnston, Chris Yorke, Anne-Marie Mckenzie, David Strada, Ranit Librach, Natalie Potts, Chris Stroud, Robert Ketchin, Anik Gaumond & Natalie Corkery
Information contained in this publication is correct at the time of printing and while care and diligence has been taken in the preparation of this magazine, we are all human and mistakes can happen. If you find an error please give yourself a pat on the back and drop us an email.
facebook.com/newzealandwinegrowers
@nzwine #nzwine
New Zealand Winegrowers would like to thank the following organisations for their ongoing support of
the New Zealand Wine Marketing Programme:
New Zealand Winegrowers I nzwine.com/members
If you have any queries on the International
Visit Programme please contact
Anne-Marie McKenzie, Marketing Projects
Manager, on 09 306 5550 or
INTERNATIONAL VISIT PROGRAMME
THE YEAR IN REVIEWDuring the 2014-2015 programme year, New Zealand Winegrowers has again conducted a highly successful International Visit Programme with 73 leading media and trade influencers hosted on 701 individual winery visits and 134 regional overviews.
The visitors originated from 15 markets, with the highest number (42) from Asian markets, due primarily to the ongoing support from NZTE in China, as well as joint initiatives with Tourism New Zealand on visitors from Hong Kong and Singapore. New Zealand Winegrowers also worked with NZTE on Northern European visitors, and Air New Zealand on joint initiatives for USA visitors. Ten guests were hosted as part of the Sustainability Communications Strategy and a further six (mainly buyers) via the User Pays programme.
With the industry’s limited advertising spend the resultant press coverage from these visits has been a powerful tool in driving awareness and sales of New Zealand wines. To date, visitors from 2014-2015 have already produced coverage with an estimated advertising value of NZ$2.3 million (print only) and a circulation of 12.7 million. And we are still reaping the rewards from visitors in 2013-2014, with coverage having now risen to $6.2 million with a print circulation of 11.4 million circulation. This means $5 million of coverage was generated last year.
The post visit surveys highlight the guests’ enthusiasm for the industry, people and wines, plus the execution of the visits by New Zealand Winegrowers. You can see the coverage, post visit surveys and quarterly summaries for the International Visit Programme in the Marketing section of nzwine.com/members.
THE YEAR AHEADIn 2015-2016 the key focus for the programme will be on bringing international media and trade influencers to the inaugural International Sauvignon Blanc Celebration 2016 (ISBC 2016), taking place in Blenheim from the 1st to the 3rd of February, as well as the Chardonnay and Sparkling Symposium, in Gisborne on 4th and 5th of February. We are planning to host 84 people during the year, and a possible eight more via the Sustainability Communications Strategy and User Pays. 73 of the guests will attend ISBC 2016 and the Chardonnay and Sparkling Symposium.
Whilst a high number of guests will still come from Asia (23) thanks in large part to the NZTE support, increased New Zealand Winegrowers funding has been allocated to our key markets of Australia, the USA and the UK in particular, to boost visitor numbers to 18, 16 and 15 respectively.
BACKGROUND TO THE INTERNATIONAL VISIT PROGRAMMEFunding
For guests who New Zealand Winegrowers specifically target and fully fund, the monies are raised on a user pays basis, with slots on an itinerary purchased by a combination of New Zealand Winegrowers (with levy funds) and wineries. Where NZTE co-fund guests from China and Northern Europe, it means a substantially reduced visit fee. The slots purchased by New Zealand Winegrowers encompass overview tastings, regional tastings, introductory/farewell sessions, leisure time activities etc. When appropriate New Zealand Winegrowers will also buy slots for guests to attend key regionally and nationally significant events (e.g. International Sauvignon Blanc Celebration 2016, Chardonnay & Sparkling Symposium 2016, Pinot Noir 2017, Bragato). This dual funding approach of levy and winery funds stems from the rationale that both industry and individual brand benefit is derived from subsequent press coverage and sales.
For ad hoc visits where media approach New Zealand Winegrowers seeking assistance, often they will pay their own flights and all the domestic and organisational costs are covered via the user pays system as per the above, with New Zealand Winegrowers and wineries purchasing slots. Most trade buyer trips are funded by their companies, with the domestic costs covered by wineries on the itineraries or included in tastings on a user pays basis.
Daniel Honan, Australian Wine Blogger
New Zealand Wine Marketing Programme 2015-2016
Inclusion of Wineries on Itineraries
As the first step in selecting wineries, the guests are asked to forward a wish list of wineries they would like to see. They are supplied with a list of exporters from their respective market in advance to aid this selection. Please note, New Zealand Winegrowers uses the Brand Profile reports from the New Zealand wine portal (portal.nzwine.com) as the primary source to ascertain who is in a particular market/seeking to be in a particular market. Please ensure you keep your profile up to date. In order that we have flexibility to introduce the guest to less familiar wineries, we try and ensure that wineries from their wish list do not completely fill the itinerary. Regional tastings are also included where possible on the itineraries to enable a greater number of wineries to gain exposure, plus ensure the visitor has a solid, representative overview of the region.
With visitors from China and Northern Europe where we are working with NZTE, clients are automatically rotated on itineraries.
Make sure sure you complete your Brand Profile on the New Zealand wine portal to facilitate inclusion on an itinerary.
Formulation and Execution of itineraries
All itineraries are issued on nzwinemarketing.com which facilitates the administration of the visits as well as presents a professional interface to the guest. The sophisticated reporting mechanisms within the site eliminate any risk of visit clashes, and allow full analysis of visits by region, winery and guest.
On return from the visit, local market managers issue a post trip survey to the guest and monitor the fruition of the planned outcomes.
TIPS FOR HOSTING VIP GUESTSThe visit slots are effectively your opportunity to ‘advertise’ your company in a memorable, creative and enjoyable manner with the aim of generating media coverage or sales as a direct result of the visit. You therefore need to plan and use the time as effectively as possible to achieve this result. To do this, you need to ensure you are familiar with the guest’s background, visit aims and requirements (included in the visit proposal), so you can tailor the visit properly to meet their needs. Ensure the right people are available to host, and full pricing/agent details are available (in soft copy). Show a selection of wines which best meet their needs and tell your story. Make your visit memorable in terms of what you show, where you show it and how you show it. They have all seen a lot of winery interiors so get out and about on your property or the nearby surrounds. Hands-on involvement can go down well.
Make your visit memorable
Daniel Honan, Australian Wine Blogger
New Zealand Winegrowers I nzwine.com/members
SEMINARS & MASTERCLASSES
THE YEAR IN REVIEWThroughout the 2014-2015 programme year, 68 seminars, masterclasses, education
programmes and themed tables were conducted, across all major markets, to over 6,000
international trade and media. Over 550 different New Zealand wines were poured, from
over 200 different New Zealand wineries. Post seminar surveys confirm almost 100%
satisfaction amongst attendees; for the seminars overall, the speakers, the wines, and the
materials. In China and Mainland Europe, the seminars and masterclasses were supported
by NZTE and the collaborative relationship in these markets.
THE YEAR AHEADDuring 2015-2016 New Zealand Winegrowers will fund a confirmed 60+ New Zealand
wine seminars, masterclasses, education programmes and themed tables at New Zealand
Winegrowers events, trade exhibitions and other industry events in our core markets.
Targeted, standalone masterclasses are also conducted in Tier 1 cities in major markets.
These activities are another strong tool for promoting the New Zealand wine brand and
generating positive media coverage. Additional seminars and masterclasses will be added
to the programme as oportunities arise.
THEMES
Seminar themes are developed in consultation with staff in overseas markets and are in line
with the current/future industry supply scenario. Selected themes also take into account
the previous topics covered, the nature of the audience, and the stage of development of
New Zealand wine in the market.
International Sauvignon Blanc Celebration 2016 NEW
In light of the inaugural Sauvignon Blanc Celebration in 2016, there will be a focus on
Sauvignon Blanc across our seminar and masterclass programme in 2015-2016. Please bear
this in mind when submitting your wines.
New Zealand Wine Marketing Programme 2015-2016
Chardonnay & Sparkling Symposium 2016 NEW
Capitalising on the trade and media in New Zealand for the Sauvignon Blanc Celebration, New
Zealand Winegrowers is organising a Chardonnay and Sparkling Symposium in Gisborne. The
Symposium will host 74 international attendees, who will participate in a full day Sparkling and
Chardonnay masterclass, showcasing the best examples of these varieties, to highly targeted
themes. The selection of wines for this opportunity will take place alongside our standard blind
tasting, with separate judges and criteria.
TARGET AUDIENCESeminars and masterclasses are conducted to relatively small targeted audiences of influential
trade, media, educators, and knowledgeable consumers.
FORMATThe formats primarily constitute:
• Amasterclassformatwithapanelofexpertpresenters
• Aself-pour,themedtableformatwithwinesset-upinflightsandpresentationsrollingonLCD
screens
Standalone masterclasses tend to be extended (up to 4 hours) and are highly detailed, often
including food and wine matching elements.
THE SELECTION PROCESSWines are selected via two blind tastings which take place in early October and mid February.
The wines are judged by teams of expert judges under standard wine competition rules.
ENTRY DETAILS AND CRITERIA FOR BLIND TASTINGS
• EntryintotheblindtastingsisopentoallNewZealandwineries.Itispreferable,thatthewines
entered are available in export markets.
• ThenextblindtastingwilltakeplaceinOctober2015andallwinerieswillreceivenotification
in early August that the proposal is available for completion on nzwinemarketing.com.
The proposal will include all details on the selected themes for the seminars, with specific
information on The Chardonnay and Sparkling Symposium themes.
• Theblindtastingisconductedintwoseparatevenues:Blenheim(forallwinesofMarlborough
origin), and Auckland (for all wines from other regions).
• Thereisnocostforenteringwinesintothetastingandwineriescansubmitasmanywinesas
they wish, for as many seminars as they wish.
• Ifselectedforaseminar,freight(exNewZealand)willbecoveredbyNewZealand
Winegrowers, provided wineries ensure the wine is supplied in time for the consolidated
shipment.
• Wineriesshouldideallybeexportingtothemarketwheretheseminarisbeingheld(some
exceptions may be made if the wine expounds the seminar theme better than any other which
is exported there, or if it is a new market).
IF YOU HAVE ANY qUERIES on the Seminar & Masterclass Programme please contact
Felicity Johnston, Global Marketing Executive, on 09 306 5645 or [email protected]
New Zealand Winegrowers I nzwine.com/members
USATRADE & MEDIA VISITSNew Zealand Winegrowers will continue to host key influential members from both the
press and trade for visits to New Zealand. The focus for this year will be on and around
attendance at the International Sauvignon Blanc Celebration in February 2016. Invitations
are being extended to those who will be able to leverage the experience of their visits, place
articles, expand listings and promotions, and participate in seminars.
HIGH LEVEL MASTERCLASSESFollowing the success of our Oz Clarke masterclasses in 2014 and 2015, we intend to bring
Oz back to San Francisco and New York to host another round of these high level events.
We aim to attract A List influencers to attend and continue with the ‘Bring New Zealand to
the USA’ concept. We will host two sessions per city - the first for trade and media, and a
second session for sales representatives. The schedule has yet to be confirmed, but we are
hoping to hold these classes directly following ISBC 2016.
Along with the Oz Clarke series, we will host masterclasses in Houston, Los Angeles, Boston
and Honolulu. For these classes we will look at previous visitors to New Zealand as hosts,
along with visiting winery personnel if available in the market at those times.
SEMINARSSociety of Wine Educators Conference - August 2015
We will again be involved at the annual Society of Wine Educators conference taking place
in New Orleans in August 2015. We will hold a seminar featuring Sauvignon Blanc, hosted
by Will Costello MS. We will also participate and feature New Zealand wines across other
events taking place at the conference.
New Zealand Wine Fairs - March 2016
We will continue to host seminars in New York and San Francisco, in March 2016 around the
Wine Fairs, again building on ISBC 2016.
Hawaii - June 2016 NEW
New to 2016 we will be hosting events in Hawaii. We will hold a seminar in Honolulu, which
will be a first for New Zealand Winegrowers. We will also look to be a major participant in
the Kapalua Wine & Food Festival in Maui. We will have a New Zealand wine seminar there
and be involved in the different tastings scheduled over the course of the three day festival.
VARIETAL FESTIVALSNew Zealand Winegrowers will continue to have a presence at the different varietal festivals
taking place throughout the year: Pinot Days - San Francisco, Los Angeles, Chicago and
New York, World of Pinot Noir, and the International Alsace Varietals Festival. Participation
in these shows will allow us to showcase the quality and diversity of our wines as well as
position ourselves amongst the other top producers from around the world.
New Zealand Wine Marketing Programme 2015-2016
If you have any queries on the USA Marketing Programme please contact:
David Strada San Francisco +1 415 567 [email protected]
Ranit Librach New York+1 212 254 [email protected]
KEY INFLUENCER ACTIVITYAlong with our seminars, masterclasses and tastings we will also host other key
influencer activity throughout the year in order to promote brand New Zealand and
ensure we maintain contact with trade and media. We will continue with our social
media push, growing the @nzwineusa Twitter handle, and digitally expanding by
establishing a presence on Instagram. We will continue to promote #SauvBlanc Day
and look to integrate our efforts with retailers to make a bigger statement in 2016.
NEW ZEALAND WINEGROWERS E-NEWSLETTERS FOR TRADE & MEDIANew Zealand Winegrowers will continue to produce its e-newsletter that is
distributed to local trade and media, using a local editor and featuring influential
guests in each issue. We will look to produce articles that are informative and
useful, and capture the attention of our readers without inundating them with too
much information.
MARKET DATA & ANALYSISAs the number of New Zealand wine producers entering the United States continues
to grow, market data and analysis is crucial for all producers looking to establish and/
or grow their business. Along with our updates to the Guide to Market, New Zealand
Winegrowers will provide wineries with pertinent market info including The Wine
Market Council report, consumer trends and other key market updates. The USA
based New Zealand Winegrowers team will also help with specific questions in trying
to make sense of the complicated and evolving USA market. In addition, Euromonitor
reports for the USA will be made available to wineries annually.
SEEKING DISTRIBUTIONThe US works on a 3-tier system so the first step is to find an importer that is looking
to add a New Zealand wine to their portfolio. Importers range from small and
boutique, to large, big brand houses. Securing an importer is hard work and may
take considerable time and effort, but finding the right fit is necessary in order to be
successful. More detailed information can be found in the New Zealand Winegrowers
USA Guide to Market.
New Zealand Winegrowers I nzwine.com/members
Asia
CHINANEW ZEALAND WINEGROWERS/NZTE JOINT PROGRAMME Many of the activities in China during 2015-2016 are delivered with significant support
and investment from NZTE via the ongoing collaboration in this market.
TRADE & MEDIA VISITS In conjunction with NZTE, we are bringing 18 top Chinese media, sommeliers and
Key Opinion Leaders to New Zealand. Some of the visits will be to the International
Sauvignon Blanc Celebration, while others will be more general and introductory,
depending on the needs of the visitors. The aim of these visits is to generate additional
listings and promotions, as well as widespread media exposure for New Zealand wine.
Please note, as some visits are co-funded by NZTE, the costs to participate will be
different from those solely funded by New Zealand Winegrowers.
NEW ZEALAND WINE CERTIFICATION PROGRAMME NEW Our focus for the coming year will shift to the Intermediate Certificate, or Level
1. The Level 1 programme will launch in August in Shanghai with six initial education
partners, who will teach their students a 2.5 hour New Zealand wine introductory
course in Mandarin. This will form a major part of our activity in China, and we expect
1,000 students will take the Level 1 course during the coming year.
The Advanced Certificate is well established in China, with over 190 graduates since
2013. We will continue to run this Level 2 Advanced Certificate, targeting one class in
Shanghai or Beijing to add around 30 new graduates.
SEMINARSWe will hold eight tastings across China to reach a wide range of wine trade and KOLs
with information about New Zealand wine. Seminars in Shanghai and Beijing (Tier 1
cities) will be linked to New Zealand Wine Fairs, while the seminars in Tier 2 cities will
be hosted by local experts as standalone events, with small scale tastings hosted by
local importers.
New Zealand Wine Marketing Programme 2015-2016
If you have any queries on the Asia Marketing Programme please contact:
Natalie Potts+852 2511 [email protected]
PR & MEDIA RELATIONSAs part of the collaborative relationship, NZTE has retained a local PR agency
who will support a number of activities throughout the year, helping to generate
media coverage for New Zealand wineries. The Chinese New Zealand wine website,
www.nz-wine.cn, as well as social media activity on Weibo and Weixin (WeChat) will
support events and provide broader information on New Zealand to local wine lovers.
MARKET DATA & ANALYSISNEW We will continue to provide access to the excellent guides produced by Debra
Meiburg MW - planned guides in the coming 12 months include Taiwan and Guangzhou.
In addition, we will provide quarterly China market data sourced from the China
Association for Importers & Exporters of Wine & Spirits (CAWS).
OTHER ASIATRADE & MEDIA VISITSWe are targeting two visitors from Hong Kong and Macau; educator and writer David
Wong in July, followed by Discovery Channel’s ‘Flying Winemaker’ Eddie McDougall
in late 2015 for a filming visit. Continuing the relationship with the Japan Sommelier
Association, we will award one young sommelier with a scholarship trip, and also bring
a Japanese media to ISBC 2016. Building links with sommelier communities across
Asia, we will also target two leaders of the Singapore Sommelier Association to visit
New Zealand for the beginning of a larger cooperation to promote New Zealand wine
in the territory.
SEMINARSIn Japan, we will work with the Japan Sommelier Association to host a seminar in
Tokyo as we have done in previous years, as well as holding separate tastings linked to
the New Zealand Wine Fair in Tokyo. In Singapore, we will hold a seminar in conjunction
with the New Zealand Wine Fair in January, and also with the Singapore Sommelier
Association with a seminar following the Sauvignon Blanc Celebration.
In Hong Kong, we will continue to work with Debra Meiburg MW and her newly founded
WineSPIT trade education foundation, and will also arrange a series of activities linked
to the New Zealand Winegrowers Pavilion at biennial trade show Vinexpo Hong Kong.
New Zealand Winegrowers I nzwine.com/members
Uk & Ireland
TRADE & MEDIA VISITSThe International Sauvignon Blanc Celebration is a key focus this year and we are bringing
several guests to this event. There will be four guest speakers from the UK and a further
eight confirmed guests from the UK and Ireland to attend ISBC 2016 and the Chardonnay
and Sparkling Symposium following. They will then visit other regions according to their
requirements.
We will also assist with key retail buyer visits where requested.
HIGH LEVEL MASTERCLASSESThe Drinks Business NEW
The Drinks Business will be attending ISBC 2016 and as well as significant coverage to be
generated within the magazine and Daily Newsletter, we will run a high level masterclass
in the UK in association with the magazine, to showcase the diversity and innovation of
Sauvignon Blanc.
Ronan Sayburn MS NEW
Ronan Sayburn is a Master Sommelier and leading educator to sommeliers and the on-trade.
Ronan will also be attending ISBC 2016 and we will use his experience to run an educational
programme to reach key areas of the on-trade.
SEMINARS & EDUCATIONThe seminars we held at the London and Dublin Annual Trade Tasting were all very well
attended so we will run these once again. In addition Monty Waldin will present a seminar on
our sustainability credentials.
The self pour focus tables at our trade events are always popular, and these will also be
repeated.
DISTRIBUTOR EDUCATION PROGRAMME NEW We are planning a session for key distributors to teach them about New Zealand wine
and how to sell effectively in the on-trade. The aim is to create New Zealand ambassadors in
those companies that will train their salesforce and be able to increase New Zealand sales to
their customer base. We will use a recognised educator such as Ronan Sayburn MS to deliver
the education programme.
INTERNATIONAL #SAUVBLANC DAYMay 2016
Following the success of #SauvBlanc day in April 2015, we will again create activity to build
awareness and encourage participation through social media channels. This year we will look
to engage consumers more directly, by offering a Sauvignon Blanc tasting for them.
New Zealand Wine Marketing Programme 2015-2016
If you have any queries on the UK & Ireland Marketing Programme please contact:
Chris Stroud,+44 207 973 [email protected]
CONSUMER MASTERCLASSESTim Atkin will be conducting a New Zealand themed masterclass for consumers
attending the Manchester and Cardiff Three Wine Men events. There will be three
masterclasses at each venue in November and December 2015.
KEY INFLUENCER ACTIVITY AND PR & MEDIA RELATIONSIn the UK & Ireland, we have established strong relationships with key influencers
among media, importers and retail buyers. These will be maintained through regular
contact at trade events and tastings, as well as occasional hospitality. We will continue
to develop our network and ensure we keep our database up to date to target the
right people to each event.
New Zealand Winegrowers will engage with journalists and the key media outlets,
providing information and contributing to articles and features when required. We
will also be available for interviews and comment where appropriate, ensuring key
messages are communicated to maintain New Zealand’s positive image.
Finally, with the Rugby World Cup taking place in the UK this year, we are exploring
the various opportunities for New Zealand wine.
PARTNERSHIPSFollowing the MoUs signed with Tourism New Zealand and Air New Zealand we will
look for opportunities where we can work together to promote New Zealand, both as
a premium wine producing country and a high end visitor destination.
MARKET DATA & ANALYSISNielsen data is purchased twice a year and we provide an analysis of the statistics
to all wineries, with an up to date snapshot of the UK market. The information and a
management summary will be circulated twice a year in in December 2015 and June
2016.
NEW We will also purchase the Wilson Online Drinks Report twice a year. This is a
specialist report that provides a unique analysis of online sales of beer, wines and
spirits, covering key trends and UK growth opportunities. The report uses actual
ePOS sales data from 13 leading online specialist BWS retailers.
NEW In association with Wine Intelligence, New Zealand Winegrowers have produced
a detailed Guide to Market for the UK. This will be updated biennially, and is available
on nzwine.com/members in the Marketing section.
SEEKING DISTRIBUTIONFinally, New Zealand Winegrowers are here to assist wineries to identify opportunities
for distribution. A database of UK agents and importers interested in working with
New Zealand wineries will be made available, and the UK office is always willing to
meet with visiting wineries to provide information on the UK market.
New Zealand Winegrowers I nzwine.com/members
Mainland EuropeTRADE & MEDIA VISITSWith the major investment of the International Sauvignon Blanc Celebration, we are focussing
on this event to bring the majority of media and trade influencers to New Zealand. There
are eight confirmed guests from Mainland Europe (six co-funded between New Zealand
Winegrowers and NZTE, with two fully funded by NZTE) visiting New Zealand this year, most
will attend ISBC 2016 and then visit other regions according to their requirements.
We will also assist with key retail buyer visits where requested.
SEMINARS ProWein - March 2016
ProWein is now widely considered one of the most important wine fairs in Europe and is a firm
fixture on the New Zealand Winegrowers event calendar. The newly designed stand with its
larger education area worked very well in 2015 and we will again run a series of seminars and
tastings in 2016. These seminars will cover a range of topics, with a focus on Sauvignon Blanc
following on from the International Sauvignon Blanc Celebration, using trade and media who
attended the Celebration to lead these particular sessions. Wineries exhibiting at ProWein are
also able to book this space to hold their own tasting session.
NZTE will once again be hosting a Sneak Preview for trade and media on the Saturday before
the fair opens.
Regional Tastings - Germany, Sweden, Switzerland - October 2015
In 2015-2016, at each of the User Pays regional tastings currently being planned in Germany,
Sweden and Switzerland, we will host a seminar using local experts and winery personnel if
available. As a big focus of our education activity will be on Sauvignon Blanc, we will ensure
due attention is paid to this important variety with self pour tables at each of the regional
tastings, if appropriate.
EDUCATION PROGRAMMESImporter & Agent NEW
In Europe we feel it is important to educate the distributor’s salesforce not only about New
Zealand wine in general, but to provide them with compelling reasons and arguments to
take to customers to help sell New Zealand wine to the on-trade in particular. We will run
a series of training events with respected and experienced members of the local trade in
each market.
Trade
We will continue to work with education institutions such as sommelier schools, hospitality
institutes and restaurant academies, supporting their activities by providing updated materials
and presentations, wines and speakers where necessary.
New Zealand Wine Marketing Programme 2015-2016
If you have any queries on the Mainland Europe Marketing Programme please contact:
Chris Stroud,+44 207 973 [email protected]
KEY INFLUENCER ACTIVITYGastvrij Rotterdam - September 2015 NEW
Gastvrij Rotterdam is a hospitality and gastronomy event in one of the biggest
cities in the Netherlands. It is a relatively new event having started in 2013, but has
already proven to be one of the leading hospitality events in the Netherlands. Last
year it attracted more than 8,000 visitors in three days. The visitors are made up of
entrepreneurs and bar/restaurant owners, importers, wine and culinary journalists,
and sommeliers/chefs. New Zealand Winegrowers will take a space at this event
and try to reach a new audience in a new region.
We will also bring key influencers from each market to attend our London Annual
Trade Tasting in January 2016.
PR & MEDIA RELATIONSIn Germany and the Netherlands our dedicated PR agency assists us in our
communications and media relations, ensuring we reach the main media outlets
and important journalists and commentators. Through constant contact with these
influencers the agencies can generate extensive media coverage, build our network
and ensure the image of New Zealand’s wines are enhanced.
In Sweden, media relations and activity will be conducted jointly by New Zealand
Winegrowers and NZTE.
New Zealand Winegrowers staff will travel to market for key events and are able
to provide information and contribute to articles and features if required. We
will be available for comment where appropriate, and ensure key messages are
communicated to maintain New Zealand’s positive reputation.
PARTNERSHIPSIn Europe, we work with NZTE through the ongoing collaboration between the New
Zealand government and the wine industry.
The key focus is on-trade education, influencer visits to New Zealand, market
information and PR in three focus markets; Germany, the Netherlands and Sweden.
MARKET DATA & ANALYSISNEW In association with Wine Intelligence, New Zealand Winegrowers have
produced detailed Guides to Market on the three focus markets of Germany, the
Netherlands and Sweden. These will be updated biennially, and are available on
nzwine.com/members in the Marketing section.
New Zealand Winegrowers I nzwine.com/members
Canada
TRADE & MEDIA VISITSKey liquor board buyers and top Canadian wine media will be visiting New Zealand for the
International Sauvignon Blanc Celebration, the Chardonnay and Sparkling Symposium, and
the Central Otago Pinot Noir Celebration. Following or prior to these flagship events, the
majority of these visitors will be hosted by New Zealand Winegrowers on regional itineraries.
This is their opportunity to learn and to build relationships that will empower them to be New
Zealand wine ambassadors on returning to Canada.
HIGH LEVEL MASTERCLASSES Montreal, Toronto, Calgary, Vancouver NEW
The concept of a high level Sommelier Masterclass with a celebrity sommelier such as Will
Predhomme was successfully tested earlier in 2015 in Toronto, attendance and feedback
was incredible - “We want more!”. New Zealand Winegrowers have approached four
top sommeliers to help us find alternative venues and create “never been done before”
masterclass tastings. Opportunities for travelling winemakers to assist in these events would
be most welcome. Keep us posted on your Canada trips.
EDUCATION & SEMINARSLiquor Board & WSET/CAPS/ISG Education
Our goal is to offer educational training programmes to the front line staff of the top liquor
boards and restaurants across Canada. Liquor Board Product Consultants and sommeliers
are key influencers in moving New Zealand wine product. These seminars are varietally and
regionally driven, and also offered to on-trade students, media and educators attending
Wine and Spirit Education Trust (WSET), Canadian Association of Professional Sommeliers
(CAPS), and International Sommelier Guild (ISG) wine courses. To be showcased in these
seminars, wineries should submit their wines to the New Zealand Winegrowers blind tasting.
New Zealand in a Glass - May 2016
We will also continue to host our seminar series across the New Zealand in a Glass fairs in
May 2016.
PR & MEDIA RELATIONS, INFORMATION TO TRADE & MEDIA, AND KEY INFLUENCER ACTIVITYKey influencers in addition to liquor boards include wine media, wine educators, private wine
shop buyers and sommeliers. New Zealand Winegrowers continually monitors and updates a
Canada wide database for media and trade, in order to ensure we keep them informed of all
New Zealand wine activity and key industry news. New Zealand Winegrowers meet in person
with A List media for insights to our market activities, and potential industry stories planned
for the coming year.
New Zealand Wine Marketing Programme 2015-2016
If you have any queries on
the Canada Marketing
Programme please contact:
Robert Ketchin+1 705 444 [email protected]
PROVISION OF INFORMATION TO NEW ZEALAND WINERIES & CANADIAN AGENTSThe importance of wineries and agents working and communicating together is
crucial to their success. Each year the New Zealand Winegrowers Canada Marketing
Programme is presented to the agents in Canada, to ensure they are up to date on
the marketing plan and promotion opportunities for the coming year. In addition New
Zealand Winegrowers keeps wineries informed on all the liquor board New Zealand
product calls, department contact details, regulation updates, currency variations,
and freight rates.
PARTNERSHIPSIn Canada we enjoy a close working relationship and collaboration with the New
Zealand High Commission and NZTE. By partnering with New Zealand food sponsors
and increasing the New Zealand brand experience at our events, we ensure consumer
and trade loyalty to our wines. We look forward to a potential joint venture promotion
in the on-trade in 2016.
MARKET DATA & ANALYSISNew Zealand Winegrowers throughout the year provides
wineries with the latest statistics on market segment trends,
including data on New Zealand wine’s performance by
province. Included are CATMAN reports from the LCBO,
and annual marketing plans and performance reviews from
the following provincial liquor jurisdictions; Ontario, Quebec,
British Columbia and Manitoba. Euromonitor reports for
Canada are also available to New Zealand Winegrowers
members.
In addition, each year the Canada Guide to Market is updated by the New Zealand
Winegrowers team in Canada. This is a comprehensive guide and insight into the
Canadian market by province. Covering the key decision makers, market structure,
current market trends, pricing, legal requirements, the agent’s role, and tips to success,
the Guide to Market will benefit those who are in the market as well as those looking
to enter the market.
LIqUOR BOARD & KEY CHAIN ACCOUNT LIAISONMaintaining a strong working relationship with the key decision makers at all liquor
boards is integral to the success of New Zealand wine in Canada. New Zealand
Winegrowers meets annually with heads of purchasing and marketing to review the
New Zealand wine brand strategy, premiumisation of the category, key messages,
sustainability, and supply chain status. Of great importance is sales growth and the
promotion of the core varieties; Sauvignon Blanc and Pinot Noir; but also exposure to
New Zealand Aromatics, Chardonnay and North Island reds.
New Zealand WInegrowers
would like to thank O-I
New Zealand for their
ongoing support of
the New Zealand Wine
Marketing Programme
in Canada
New Zealand Winegrowers I nzwine.com/members
AustraliaTRADE & MEDIA VISITSWorking closely with editors of the major wine and lifestyle publications, up to six key media
influencers will be hosted at special events on the national calendar, including the International
Sauvignon Blanc Celebration in Marlborough, and Chardonnay and Sparkling Symposium
in Gisborne. These events will also be supported with attendance from key trade including
representatives from the major supermarket retailers and Sommeliers Australia. Guests will be
offered time hosted in other regions during their trip to further promote our regional diversity.
To meet the changing landscape of publishing in Australia, New Zealand Winegrowers will
coordinate annual tastings and regional tours for influencers who publish wine reviews and
features on digital platforms, such as Wine Front and James Suckling.
Outcomes focus on the promotion of New Zealand Wine’s brand messages through editorial,
increased wine listings and the building of ambassadors who can be used for educational efforts
upon their return.
EDUCATIONSommelier Scholarship - January-February 2016 NEW
New Zealand Winegrowers is working with Sommeliers Australia on a scholarship programme
where up to ten sommeliers are awarded a week long immersion experience at the inaugural
International Sauvignon Blanc Celebration and Chardonnay and Sparkling Symposium. A
‘Sommit’ (Sommelier Summit) will welcome the group on their first official day in New Zealand
with invited sommelier guests from New Zealand and abroad presenting unique examples of New
Zealand wine that excite them about our industry. The full day of tailored sessions will celebrate
the regional and varietal diversity of New Zealand wine, showcase the latest trends in Australia
through interpretation of New Zealand varieties and winemaking approaches, and offer inspired
wine professionals the opportunity to learn from some of the greatest minds in the industry.
Sauvignon Blanc ‘Think Tank’ - March-April 2016 NEW
In conjunction with Sommeliers Australia and media guests to the International Sauvignon
Blanc Celebration, New Zealand Wine will host ‘think tank’ sessions in Melbourne and Sydney
bringing together key influencers and their peers to present discoveries on conference topics
in an informal setting.
Woolworths Liquor Group Drinks Academy - August 2015 NEW
New Zealand Wine is hosting a Pure Discovery masterclass for 26 Woolworths Liquor Group
Drinks Training Specialists in August. Presented by Mike Bennie, the full day session will include
an overview of the New Zealand industry and regions followed by an in-depth tasting of our
major varieties. The comprehensive textbook will be supported with varietal module materials
that the Drinks Training Specialists will then use to educate the thousands of BWS and Dan
Murphy’s staff nationwide.
New Zealand Wine Marketing Programme 2015-2016
If you have any queries on
the Australia Marketing
Programme please
contact:
Natalie Corkery
+61 3 961 [email protected]
TASTE OF MELBOURNE November 2015 NEW
Dedicated education sessions will rotate on a New Zealand Wine Cellar Stage at Taste of
Melbourne in November 2015, as part of the New Zealand Wine Pavilion. Cleverly curated 15
minute seminars will present New Zealand Wine’s core messages in a unique and engaging way
to groups of passionate wine enthusiasts attending this major event.
INFLUENCER NEWSLETTER NEW Taking the lead from New Zealand Winegrowers USA’s successful ‘NZ Dirt’ e-newsletter,
a quarterly digital publication for trade and media will be launched in 2015-2016. New Zealand
wine news and activity will sit alongside feature articles by guest contributors and support the
day to day engagement with trade and media in promoting our key messages.
INDUSTRY & TRADE SUPPORTNew Zealand Winegrowers will work with distributors, industry associations and major retail
education programmes to support their activity with up to date New Zealand wine information
and resources.
PARTNERSHIPSNew Zealand Winegrowers is working collaboratively with Air New Zealand, Tourism New
Zealand, NZTE and other strategic partners to promote New Zealand wine and wine tourism
to New Zealand. Where appropriate, New Zealand Wine will support the New Zealand brand
offering at partner activations and promote unique experiences on partner famils targeting
Australia travel trade and media.
MARKET DATA & ANALYSISA popular marketing resource on nzwine.com, the Australia Guide to Market is updated annually
with current statistics, market trends and market information. ‘Cheat Sheets’ for popular sections
of the guide will also be created in 2015-2016.
Euromonitor reports for Australia will also be made available annually.
New Zealand Winegrowers I nzwine.com/members
Seeking Distribution in International Markets
New Zealand Winegrowers can help you to answer questions
about local markets. We have developed and researched
a number of resources for your use, which are available in
the Marketing section of nzwine.com/members. These are
market dependent and include:
• GuidestoMarket
• EuromonitorReports
• WineIntelligenceReports
• NielsenData
These reports cover many questions relating to the local
market, including market size, price points, pricing structures,
distribution networks and more.
Other tips to ensure you get the most from the New Zealand
Winegrowers team:
• Letthemknowifyouaretravellingtoamarket
• Ensureyouare registered forUserPaysactivities in the
markets you wish to develop - please speak to the User
Pays events team regarding their event offering by market
• Ensure your winery profile on the New Zealand wine
portal (portal.nzwine.com) is up to date with respect to
the markets in which you are seeking distribution
Also make sure you are in touch with the NZTE teams in New
Zealand and overseas.
USA
The USA is an attractive market in that upwards of 375
million cases of wine are sold each year, more than any other
country. Wines in the marketplace are sourced from virtually
every wine producing region in the world. Sales of New
Zealand wines in the USA have shown steady growth over
the past fifteen years and there is good reason to believe
that will continue.
Every export market is unique. The USA has what is referred
to as the 3-tier distribution system. For wines originating
in New Zealand that means that they must pass through
a federally permitted importer, a state licensed distributor,
and then sold to consumers through either retailers or on-
premise accounts. Each tier will take a percentage of pricing
in order to cover their expenses and make a profit. There are
fifty states and the District of Columbia, meaning that there
are that many set up rules and requirements.
Despite demand, the structure of this system creates
challenges. Due to consolidation of the sales channels over
the past twenty years, there are fewer and fewer importers
and distributors in business. It is important that your wine is
an appropriate fit within a portfolio. Do they have a history
of selling to accounts that sell wines such as yours? Do
your wines have a point of difference from others within
their portfolio? Are you realistically able to meet supply and
pricing requirements? Any successful brand must spend
time in the market to train sales people and provide support
by calling on accounts and offering attractive incentives. You
must be willing to spend time in the market, and to host
educational and familiarisation trips to New Zealand.
ASIA
ChinaGiven the huge population and large geographical area
of China, it’s important to focus very clearly on what you
want to achieve from selling wine there - are you targeting a
particular channel, consumer, city or region? Identifying these
factors will help narrow your search for a distributor who can
meet your needs. Shanghai may appear the least challenging
place to begin, but it is also the most competitive market in
China. Consider looking outside the Tier 1 cities to ensure
a larger market share, but be prepared for unconventional
business practices and logistical difficulties.
China is not a place that values casual relationships. It
will take time to find the right distributor, and once the
relationship begins, it will take longer to cement than you
expect. Business relationships are based on personal rapport
and trust as much as quality product and mutual benefit. Be
prepared for the time and financial cost of numerous market
visits; if you can’t afford to go at least twice a year, you can’t
afford to be in China!
Many distributors in China are strong at moving volume but
lack the capacity to build brands, so be sure to get a clear
idea of where your product will be distributed and what
marketing investments will be made. Expect to negotiate on
pricing and volume targets, so work out China specific prices
and your ‘walk-away point’ before entering negotiations.
NZTE can help businesses to assess market opportunities,
develop market entry strategies and identify suitable
partners. For assistance please contact your local NZTE
office.
New Zealand Wine Marketing Programme 2015-2016
Hong KongDespite its proximity to China, Hong Kong is a small,
compact and competitive market in its own right. Do not
come to Hong Kong searching for distribution in China!
Since import duty was removed in 2008, the number of
importers has rocketed - there are an estimated 3,000
importers in a city of 7 million. Make sure you find an
importer who can support your volume, price point and
level of market engagement by asking detailed questions
about their customer base, distribution and brand building
capabilities.
JapanTread carefully when entering this highly traditional
market, as impatience and a casual manner will not win
contracts. Feel free to make contact, but never push or
chase people into a decision. A clearly outlined proposal
giving information about your winery, products and sales
strategy will win more attention, especially if it is translated
into Japanese.
Japan is a market with huge seasonal trends and traditions,
so consider this when pitching products; for example, Pinot
Noir will mostly be consumed in Autumn, so approach
importers in January to ensure negotiations are complete
and stock is available in market to meet demand in
September.
General Unfortunately we cannot give direct recommendations
for distributors, but we are happy to assist in answering
questions about local markets and specific companies.
Please check the many resources available in the Marketing
section of nzwine.com/members. Guides to Market
are available for Hong Kong and Shanghai, Beijing and
Singapore, with Japan, Guangzhou and Taiwan to be
uploaded shortly. These cover many questions about the
local market, pricing structures, distribution networks and
more.
UK & IRELAND
The UK is a well established market, so wineries wishing to
enter the market for the first time or change their current
distribution arrangements need to be well prepared and
have done their research. Compared to other markets where
New Zealand is successful, the UK can deliver high volumes
but due to the intensity of competition and supermarket
dominance, can offer low margins due to a squeeze on prices,
exchange rates and other regulatory pressures. However, the
independent sector is thriving and if you find the right partner,
it can be very successful.
There are several options open to entering the market:
• Directtoretailer
• NationalImporter/DistributionPartner
• Regionalwholesalers
• Setupowncompany
• Directtoconsumer(online)
Margins will differ depending on the option you use.
Key things to consider when choosing a partner are:
• Where to position your wine (off-trade, on-trade,
independent merchant, supermarket)
• Youravailablevolumes,andpricingandmarginrequirements
• Pickanimporter/agent/distributorwithexperienceinyour
chosen channels
• Understandyourdistributor’sbusinessandrequirements
• FindyourUSP:Ensurethereisagapintheirportfoliofor
you
• Makesurethere isaculturalfit- it is importanttohavea
good relationship with your views and values aligned
• Bepreparedtosupportwithstafftrainingandeducation,
market visits, sampling stock etc
• Berealisticinexpectations-takealongtermview
In the UK it is not unusual for an agent or importer to have
several New Zealand wines on their portfolio. You are unlikely
to be exclusive, but you may be the only New Zealand wine
from a particular region.
New Zealand Winegrowers are here to offer advice and
guidance and assist wineries to identify opportunities for
distribution. A database of UK agents and importers interested
in working with New Zealand wineries will be made available,
and the UK office is always willing to meet with visiting
wineries to provide information on the UK market.
New Zealand Winegrowers I nzwine.com/members
MAINLAND EUROPE
Each market in Europe has different challenges and
requirements so it is essential that thorough research is done
to ensure your products are suitable for a particular market.
Key things to understand in Europe are:
• Languageandculturalbarriers
• Differentpricingexpectationsbetweenmarkets
(legislation, taxation)
• Differentmarketdynamicsandstructure
• Volumeexpectationsaredifferent
• Varietalmixofyourwines
GermanyGermany is generally seen as an aggressively priced market
with a low average price. However, although the percentage
share of wines costing more than €5.00 is small - around
5% of sales volume - it still represents a market of 1 million
hectolitres. So there is room in the market for New Zealand
wines, which fit into these higher priced segments.
Importing in to Germany is quite fragmented. There are only
a few large national importers. The majority of importers are
state specialists or regional importers who are often involved
in both wholesaling and retailing.
The NetherlandsThe Netherlands is primarily an off-trade market, led by
value oriented supermarkets and larger discounters. Beyond
the supermarkets, the Netherlands has a wide network of
specialist liquor and wine retailers. The on-trade is supplied
by a mix of smaller specialist distributors and larger
wholesalers. Dutch wine importers may re-export to other
European markets, as well as supplying the domestic market.
SwedenIn Sweden, Systembolaget is the government controlled
monopoly and is the only route to market for the off-trade.
Systembolaget will issue tenders for a particular style of wine
based on price and volume expectations. Systembolaget
does not have an import licence, and buys the products
only from licensed producers and importers. The key to
listings is therefore successful local partnerships with the
major national agency/distributors. There are a number of
reputable importers, but also a large number of agents who
work part time and try to get business once a tender has
been issued. It is important to find the right importer for your
business.
As part of its strategic work with New Zealand businesses,
NZTE assists in researching and entering new markets or
developing existing ones. If you need specific support in a
market, please contact NZTE for an initial discussion.
CANADA
Key to distribution and listings through the monopoly liquor
boards is finding the right agent in each province. Liquor
boards will only accept submissions through an agent and
will not deal directly with the winery. Note that 94% of all
sales are through four provinces, in descending order -
Ontario, Quebec, Alberta, and British Columbia.
Finding a good proven agent depends more on the agent
wanting to represent you and your wines. Most agents have
more products than they can manage in their portfolio,
therefore to convince them you must have compelling
marketing support materials and your wines should have
scored well in recognised wine ratings or wine competitions.
Another important factor is strategy and expectations. Most
agents have a specialty; New World/Old World wines, while
others prefer to trade in certain channels; Liquor Board main
stream (high volume), Liquor Board Specialty (small orders,
ultra premium price), Private Order and Consignment, selling
to on-trade (case by case). It is important to find an agent
with the right fit, culture and focus.
Before contacting New Zealand Winegrowers Canada,
please read the Canada Guide to Market, available in the
Marketing section of nzwine.com/members, this will answer
a lot of questions on liquor boards, pricing, commissions,
agent contracts etc.
New Zealand Wine Marketing Programme 2015-2016
AUSTRALIA
While highly developed and competitive, the Australian wine
market offers a broad range of growth opportunities for New
Zealand’s many and varied wineries. Wineries looking to sell
into the Australian market need to be well prepared and
carefully weigh up market entry options with sound market
research and intelligence.
Very little movement between on-trade and retail share of
volume is forecast over the next five years. Retail volume
is predicted to account for 81% of sales volume which is
dominated by the two supermarket chains Woolworths and
Coles. A route to market (e.g. national/state distributor, own
company establishment, direct to retail) will depend on
your business goals surrounding margin requirements and
available volumes.
Other elements to consider:
• Where do you want your wine to be sold (Melbourne,
Sydney, Adelaide, Brisbane, all states and territories)?
• In what channel(s) of business do you want your wine
to be sold (on premise, independent retail, direct to
consumer)?
• Howmanywineriesdoes theproposeddistributorhave
in its portfolio and how many of these are from New
Zealand?
• How many competing products are in the proposed
distributor's portfolio?
• Whatpricepointsare theexistingwinesandwherewill
yours sit at trade prices?
As the most significant supplier of imported wine to
Australia, New Zealand is well recognised in the market, but
with this comes the likelihood that a distributor has several
New Zealand wines in their portfolio. Competition for good
distribution is strong - those that do their homework and are
prepared to support with staff training, education, market
visits and sample stocks will be the most successful.
Detailed information on entering the Australian market
can be found in the Australia Guide to Market, available for
download in the Marketing section of nzwine.com/members.
A list of Australian distributors can be found in The
Australian and New Zealand Wine Industry Directory
available for purchase via www.winetitles.com.au/wid/index.
asp. Winesearcher also has a limited list of Australian Wine
Wholesalers to view online at: www.wine-searcher.com/
merchants/australia,wholesale,13.
Wine Business Solutions publishes an on-premise report
that in the first chapter analyses Australia distributor
performance based on a data set of over 120,000 individual
listings. This is available in hardcopy format for AU$495
at www.winebusinesssolutions.com.au/product/wine-on-
premise-australia-2015.
savour regionality
savourstyle
savourdiversity
@sauvignon2016 I www.sauvignon2016.com
#pinot17, @pinot17 www.facebook.com/PinotNoirNZ www.pinotnz.co.nz
New ZealaNd wiNe Fair 2015 29