New Zealand Wine
MARKETING PROGRAMME 2016-2017
CON T EN TS Introduction 2 2015-2016 Highlights 3 International Visit Programme 4 International Education Programme 8 USA 10 Canada 12 UK & Ireland 14
Mainland Europe 16 Asia 18 Australia 20 Market Information 22 New Zealand Wine Collateral 23 Seeking Distribution in International Markets 24
NEW ZEALAND TEAM Chris Yorke Global Marketing Director 09 306 5551 021 419 194 chris@nzwine.com
Felicity Johnston Global Marketing Executive 09 306 5645 021 552 173 felicity@nzwine.com
Anne-Marie McKenzie Marketing Projects Manager 09 306 5550 021 306 550 annemarie@nzwine.com
Angie Bell Marketing Office Administrator 09 306 5522 angie.bell@nzwine.com
INTERNATIONAL TEAM USA SAN FRANCISCO David Strada +1 415 567 5511 dstrada@earthlink.net
UK, IRELAND & MAINLAND EUROPE Chris Stroud +44 207 973 8079 cstroud@nzwine.com
USA NEW YORK Ranit Librach +1 212 254 2729 ranit.nzwine@gmail.com
ASIA Natalie Potts +852 2511 3883 natalie@nzwine.com
CANADA Robert Ketchin +1 705 444 0195 rketchin@ketchin.com
AUSTRALIA Catherine Wansink +613 9614 7577 catherine.wansink@nzwine.com
Cover Image Patrick Bennett (Colicchio & Sons, New York), Gerald Lu (Praelum Wine Bistro & Sommelier Association in Singapore) and Jared Hill (The European & City Wine Shop, Melbourne) at the inaugural Sommit, North Canterbury. Photo – nauhauss photography.
Published by New Zealand Winegrowers for our members @nzwinegrowers #nzwine @nzwine #nzwine /newzealandwinegrowers
NEW ZEALAND WINE MARKETING PROGRAMME 2016-2017
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INTRODUCTION New Zealand Winegrowers
W E L CO M E T O T H E N E W Z E A L A N D W I N E M A R K E T I N G P R O G R A M M E F O R 2 0 1 6 -2 0 17
would like to thank the following organisations for their ongoing support of the New Zealand Wine Marketing Programme:
There is no cost to the programme enclosed, so please read this booklet carefully as it will illustrate how to get the most out of levy funded Marketing. Please also read the User Pays Global Events Booklet which explains the international events that you can sign up to for an additional cost. The core elements of the programme are: • Visits to New Zealand for key influencers • Education of key trade, media and educators in market • Providing information to trade, media and educators to build awareness of New Zealand wine • Providing information to members to enhance strategy development • Working with partners to support New Zealand Winegrowers objectives A major focus this year was the International Sauvignon Blanc Celebration, and the 64 international trade and media who attended. We are leveraging their involvement now that they are back home. The coming year promises to be very exciting, with Pinot Noir 2017, two Sommits, the Aromatics Symposium in Nelson, the Classic Reds Symposium in Hawke’s Bay and a Wine Flight! A major part of the levy investment is in our team overseas - you will find their details on the previous page and in the sections ahead. Please let them know when you are travelling and look out for their communications. Please also check out the members’ Marketing section of nzwine.com which provides a whole raft of useful information including Guides to Market, Euromonitor reports, Wine Intelligence reports, Nielsen statistics, export and domestic reports as well as market specific updates and press. As always, continue giving us your feedback and ideas. I look forward to working with you throughout the coming year. Cheers,
Chris Yorke Global Marketing Director
GLOBAL EVENTS Don’t forget that in 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 these events please see the Global Events Booklet, or visit nzwinemarketing.com.
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2 01 5 -2 016 H I G H L I G H T S SOMMIT (NORTH CANTERBURY)
I N T E R N AT I O N A L S AU V I G N O N B L A N C C E L E B R AT I O N ( M A R L B O R O U G H )
W I N E F L I G H T ( M A R L B O R O U G H T O G I S B O R N E V I A N E L S O N , WA I R A R A PA & H AW K E ’ S B AY )
C H A R D O N N AY & S PA R K L I N G S Y M P O S I U M ( G I S B O R N E )
I N T E R N AT I O N A L H I G H L I G H T S
NEW ZEALAND WINE MARKETING PROGRAMME 2016-2017
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I N T E R N AT I O N A L V I S I T P R O G R A M M E 2 015 -2 016
89 64
INTERNATIONAL TRADE & MEDIA OF WHOM ATTENDED ISBC 2016
18 FROM THE USA 8 FROM CANADA 11 FROM THE UK &
IRELAND
10 FROM MAINLAND EUROPE*
“
This trip was
immaculately planned. I have never been on such a well thought out market
per the schedule - there
18 IN AUSTRALIA
56 4
SATISFACTION RATE
24 FROM ASIA*
604
nzwine.com/members
100%
INDIVIDUAL WINERY VISITS REGIONAL OVERVIEW TASTINGS
tour. Everything ticked along wasn't the slightest hiccup. I
”
was absolutely thrilled.
GREG TRANNAH, LCBO CATEGORY MANAGER, CANADA
* w i t h s u p p o r t f ro m N Z T E
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ONLINE ARTICLES ON PLATFORMS TOTALLING...
1 74 M I L L I O N UNIQUE VISITORS PER MONTH
OVER 4,000 TWEETS
OVER ONE MILLION
VIEWERS/LISTENERS FOR ONE RADIO & TWO TELEVISION SEGMENTS
DURING ISBC2016
58 20 3
46 MILLION REACHING
TIMELINES
NEW WINE LISTINGS SEMINARS HOSTED RETAIL/ RESTAURANT PROMOTIONS
NZ$681 THOUSAND
ESTIMATED PRINT ADVERTISING VALUE
2.3 MILLION CIRCULATION
NEW ZEALAND WINE MARKETING PROGRAMME 2016-2017
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I N T E R N AT I O N A L V I S I T P R O G R A M M E 2 016 -2 017
83 80
INTERNATIONAL TRADE & MEDIA PROPOSED OF WHOM WILL ATTEND PINOT NOIR 2017 WELLINGTON 31 JAN-2 FEB
FROM 12 MARKETS 2 FROM THE USA 2 5 FROM CANADA 14 FROM THE UK
& IRELAND
6 FROM MAINLAND EUROPE* 17 FROM ASIA*
19 FROM AUSTRALIA
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* w i t h s u p p o r t f ro m N Z T E
2 017 K E Y D A T E S 26-27 JAN Sommit (Auckland) 28-29 JAN Aromatics Symposium (Nelson) 31 JAN-2 FEB Pinot Noir 2017 (Wellington)
3 FEB
3-4 FEB
Air New Zealand Wine Flight Classic Reds Symposium (Hawke’s Bay)
5-6 FEB Sommit (Wairarapa)
N E W Z E A L A N D W I N E G R O W E R S uses the Brand Profile Reports from portal.nzwine.com to ascertain which wineries are in or seeking to be in a particular market, when arranging visitor itineraries. Please ensure you keep your winery profile up-to-date. Coverage, post-trip surveys and quarterly summaries for the International Visit Programme are all available on nzwine.com/members/marketing If you have any queries on the International Visit Programme, please contact Anne-Marie McKenzie Marketing Projects Manager annemarie@nzwine.com 021 306 550
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I N T E R N AT I O N A L E D U C A T I O N PROGR AMME
2015 -2016
91
S E M I N A R S , M AST E R C L AS S E S , E D U C AT I O N P R O G R A M M E S & S E L F - P O U R S I N 1 4 M A R K E TS 21 IN THE USA, 10 IN CANADA, 13 IN THE UK & IRELAND, 18 IN MAINLAND EUROPE*, 25 IN ASIA*, 4 IN AUSTRALIA
OVER 750 INDIVIDUAL WINES POURED FROM OVER 200 INDIVIDUAL WINERIES
99% SATISFACTION RATE
70
“For a person in my position with the most comprehensive and successful selection of New Zealand wines it’s easy to sit back and get absorbed in the day to day business of helping to run this big enterprise. But the wines we tasted on Thursday just took my breath away with their style, complexity and sheer excitement and made me realize that I need to add several of them to keep Sherry Lehmann as the leader in showcasing what New Zealand is doing in the wine world.” Ken Mudford, Sherry Lehmann Director of Inventory, USA
2016 -2017
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S E M I N A R S , M AST E R C L AS S E S , E D U C AT I O N P R O G R A M M E S & S E L F - P O U R S I N 1 4 M A R K E TS 13 IN THE USA, 13 IN CANADA, 10 IN THE UK & IRELAND, 13 IN MAINLAND EUROPE*, 16 IN ASIA*, 5 IN AUSTRALIA
* w i t h s u p p o r t f ro m N Z T E
WINE S E L E C TI O N
Wines for the International Education Programme are selected through blind tastings held in Auckland and Marlborough. These tastings are conducted under standard competition rules, and are targeted to the themes of the forthcoming Programme year. In the months prior to a blind tasting (usually held in February and October of each year) all wineries will receive a detailed email outlining the themes of the International Education Programme by market, with all relevant submission and delivery details for the tasting. Note there is no cost for entering wines into the blind tasting and wineries can submit as many wines as they wish. All wines from vintage 2010 onward must be registered as sustainable. If selected for an International Education Programme event, freight (ex-New Zealand) will be covered by New Zealand Winegrowers. Of particular note this Programme year, the blind tastings will focus on: Pinot Noir - Leveraging Pinot Noir NZ 2017 Pinot Gris, Riesling, Gewürztraminer & “Alternative” Aromatic Whites - Selecting for the Aromatics Symposium Syrah, Cabernets, Merlot, Blends - Selecting for the Classic Reds Symposium Limited Production Wines - Selecting for the Sommits (Sommelier Summits)
If you have any queries on the International Education Programme, please contact Felicity Johnston Global Marketing Executive felicity@nzwine.com 021 552 173
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USA
EDUCATION
#SAUVBLANC DAY 2017
PINOT 2017 LEVERAGE
VARIETAL FESTIVALS
New Zealand Winegrowers will continue to host seminars in New York and San Francisco, in March 2017, around the New Zealand Wine Fairs. Masterclasses in Chicago, Austin and two TBC cities are also scheduled. New to this year will be participation in TexSom.
Based on the success of the 2016 events, New Zealand Winegrowers will continue to host oyster pairing lunches in both New York and San Francisco. Partnerships with wine.com and other retailers will be pursued to promote Sauvignon Blanc online and in store.
The seminars at the two New Zealand Wine Fairs will present Pinot Noir exclusively, while the masterclasses across Tier 2 cities will all have a strong Pinot Noir focus. Guests attending Pinot 2017 will be utilised as presenters, and supported in Pinot promotions/press of their own.
New Zealand Winegrowers will continue to have a presence at the major varietal festivals taking place throughout the year: Pinot Days - San Francisco, Los Angeles, New York, and Atlanta; World of Pinot Noir; and the International Alsace Varietals Festival.
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KEY INFLUENCER ACTIVITY In addition to official education activity, New Zealand Winegrowers will also host other key influencer activity throughout the year in order to promote brand New Zealand, and ensure contact is maintained with important trade and media. There will be a focus on improving social media presence via Twitter and Instagram, and a social media promotion/takeover.
PR & MEDIA RELATIONS
PARTNERSHIPS
NZ DIRT
MARKET DATA & ANALYSIS
Individual outreach to key media (across online, traditional and social) is made throughout the year to pitch stories, provide information and background for articles, and discuss developments in the New Zealand wine industry.
New Zealand Winegrowers will continue discussions with Air New Zealand, Tourism New Zealand and NZTE to determine joint goals and potential collaborations.
New Zealand Winegrowers will continue to produce its e-newsletter for local trade and media. A local editor and featured influential guests in each issue ensures relevance and readership within the market.
Along with continual updates to the Guide to Market, New Zealand Winegrowers will look to provide wineries with pertinent market information including: The Wine Market Council reports, Gomberg Fredrikson research, Euromonitor reports, Nielsen data, consumer trends, and other significant market updates. New Zealand Winegrowers will also assist with specific questions in trying to make sense of the complicated and evolving US market.
If you have any queries on the USA Marketing Programme, please contact David Strada, dstrada@earthlink.com (USA Marketing Manager, based San Francisco), or Ranit Librach, ranit.nzwine@gmail.com (USA Promotions Manager, based New York)
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C A N A DA
EDUCATION
'TOP SOMM' MASTERCLASSES
#SAUVBLANC DAY
New Zealand Winegrowers offers educational training programs to the front line key influencers (Product Consultants) at liquor boards, and sommeliers at top restaurants across Canada. Seminars are varietally and regionally driven, and also offered to recognised trade courses - WSET, CAPS, ISG, IWEG.
New Zealand Winegrowers will commission renowned sommeliers to host innovative masterclasses across Toronto, Montreal and Ottawa. The first of this series, ‘New Zealand Wine – On the Edge’, will be hosted in August by Will Predhomme, aboard a yacht on the Toronto harbour, and at the Royal Canadian Yacht Club.
#sauvblanc Day evolved this year from being a social media campaign to a front line marketing promotion programme for New Zealand Sauvignon Blanc in Canada, lasting one day, three days, and in some markets the entire month of May. New Zealand Winegrowers will continue to be opportunistic and seek New Zealand #sauvblanc Day promotions as part of New Zealand Month in Canada (May). Opportunities could include a New Zealand mini thematic, merchandising programs, demo tasting slots or a New Zealand wine FSI (free standing insert).
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PR & MEDIA RELATIONS / KEY INFLUENCER ACTIVITY New Zealand Winegrowers Canada communicate industry news and market activities to key influencers, wine media, educators, decision makers at liquor boards, private wine retailers and restaurants. In addition New Zealand Winegrowers Canada meet annually with A List media on potential industry stories and upcoming events.
Canada Guide to Market I New Zealand Winegrowers 2014
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New Zealand Winegrowers Guide To Market - Canada
PARTNERSHIPS
GUIDE TO MARKET
LIQUOR BOARD & KEY CHAIN ACCOUNT LIASON
MARKET DATA & ANALYSIS
NZTE and the New Zealand High Commission support New Zealand Winegrowers events, ensuring a true “Kiwi Experience�. Further partnership opportunities are planned for the coming Programme year.
The Canada Guide to Market is updated annually, ensuring a comprehensive guide to the Canadian market by province. The document includes information on market structure, current market trends, pricing, legal requirements, key decision makers, agency roles, and tips for success in the market. The guide benefits both wineries seeking distribution in Canada, and those already active in market.
Maintaining a strong working relationship with the key decision makers at all liquor boards is integral to the success of the New Zealand wine category in Canada. New Zealand Winegrowers Canada meet annually with heads of purchasing and marketing to review the New Zealand wine brand strategy by variety, focusing on premiumisation and developing promotional opportunities.
New Zealand Winegrowers provides wineries with the latest statistics on market segment trends, including sales data on New Zealand wine sub-sets by province. Euromonitor reports, CATMAN reports, provincial liquor board annual marketing plans, and category performance reports from Ontario, Quebec, British Columbia, and Manitoba, are also available.
If you have any queries on the Canada Marketing Programme, please contact Robert Ketchin, Canada Marketing Manager, rketchin@ketchin.com
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U K & I R EL A N D
EDUCATION
SPECIALIST T H I O LS MASTERCLASSES
and styles
Marlborough Sauvignon Blanc is changing, but is this change welcome? Wine writer
Jamie Goode and New Melanie Brown horns2017, to debate the The London and Dublin InZealand the Cellar’s afterglow oflocked Pinot pros of cons of both classic and alternative Sauvignon styles. Lucy Shaw reports Annual Trade Tastings are New Zealand Winegrowers the largest events for New will be hosting a specialist Zealand wine in this market, masterclass showcasing the and provide a perfect diversity and regionality of opportunity to continue to New Zealand Pinot Noir. The educate and raise awareness Drinks Business Sauvignon of New Zealand wine to the Blanc Masterclass following vast majority of local trade ISBC 2016 was a resounding and media. New Zealand success, and attendees Winegrowers will host identified Pinot Noir as their themed masterclasses at preferred follow-up, so these events, as well as the another impressive turnout is always popular self-pour expected. focus tables. BACK IN February, outspoken American wine writer Matt Kramer claimed that Marlborough Sauvignon Blanc was experiencing a “mid-life crisis” during his talk at the inaugural International Sauvignon Blanc Celebration in Marlborough. While not suffering commercially, to stave off boredom, a number of producers in the region are keen to take the grape in a more interesting direction, beyond the
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confines of gooseberries and freshly cut grass. But rather than wreaking havoc, Marlborough’s mid-life crisis seems to have spurred a flurry of positive experimentation in the region, which has led to the emergence of alternative styles of Sauvignon Blanc. In search of a new expression for the grape, winemakers are experimenting with wild ferments, lees stirring and time in oak, adding
complexity and depth to Sauvignon’s signature zesty freshness. The first commercial Sauvignon Blanc vines were planted in Marlborough in 1973. The variety now accounts for 66% of wine production in New Zealand. To reflect the changing face of Marlborough Sauvignon, the drinks business held a masterclass on 9 May at New Zealand House in Haymarket in collaboration with New Zealand Winegrowers.
#SAUVBLANC DAY
PINOT 2017 LEVERAGE
International #sauvblanc day has become a staple in the UK wine industry’s calendar. New Zealand Winegrowers will once again create engaging activity around this date to increase awareness and social media presence. The 2017 activities will have a firmer focus on interaction with consumers.
Prior to Pinot 2017 New Zealand Winegrowers are running an independent retailer promotion, offering two trips to attend the event. The promotion takes place in September 2016, and entrants will be judged on the creativity of their campaigns, efforts to engage and educate consumers, and increased sales performance.
Winegrowers New Zea land UK Market Guide To
PR & MEDIA RELATIONS
PARTNERSHIPS
MARKET DATA & ANALYSIS
KEY INFLUENCER ACTIVITY
New Zealand Winegrowers have developed strong relationships with media in the UK and Ireland, and continue to engage with journalists and the key media outlets, providing information and contributing to articles and features.
New Zealand Winegrowers continues to work with Tourism New Zealand and Air New Zealand to promote New Zealand both as a premium wine producing country and a luxury visitor destination.
Nielsen data is purchased twice a year. New Zealand Winegrowers produces an analysis of the Nielsen statistics to provide a current snapshot of the UK market. In addition, the UK Guide to market is updated annually, providing wineries seeking distribution in the UK, and those already active in the UK, with detailed information on the market. Euromonitor reports are also available for the UK and Irish markets.
Following a very successful trial Importer Education Session in London, New Zealand Winegrowers will look to repeat these sessions across other main centres. The objective is to educate distributors about New Zealand wine, and how to sell effectively to the trade. This helps create New Zealand wine ambassadors within those companies, who subsequently go on to train their workforces.
If you have any queries on the UK & Ireland Marketing Programme, please contact Chris Stroud, UK & Ireland Marketing Manager, cstroud@nzwine.com
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M A I N L A N D EU RO PE
EDUCATION
#SAUVBLANC DAY
PINOT 2017 LEVERAGE
MONOPOLY LIAISON
ProWein is widely considered one of the most important wine fairs in Europe, and is a firm fixture on the New Zealand Winegrowers event calendar. The educational sessions hosted on stand are always oversubscribed, so these will continue, covering a range of specialised topics. In addition, masterclasses will be held across Zurich, Frankfurt and Sweden.
#sauvblanc Day is becoming an important occasion in the European markets. New Zealand Winegrowers will be working with agencies to create content for social media, organise media tastings, and encourage importers to get involved in the celebration.
Pinot Noir will be a chief focus of New Zealand Winegrowers educational activity throughout Mainland Europe, with masterclasses in Zurich, Frankfurt and Sweden, and dedicated sessions at ProWein.
Systembolaget in Sweden, Vinmonopolet in Norway and Alko in Finland are the key monopolies in Europe. Systembolaget and Vinmonopolet will be visiting New Zealand for Pinot 2017. The buyers also attend New Zealand Winegrowers trade events across Mainland Europe, and New Zealand Winegrowers maintains regular contact to ensure New Zealand’s premium image in realistic tenders.
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sommelier SPECIAL
E
Rippon Vineyard am Lake Wanaka (Central Otago): Pinot Noir von und mit Horizont
Sauvignon Blanc, Herr der Ringe und Bungeespringen Knackige Weine, die nach Stachelbeere duften, liebenswerte Hobbits und waghalsige Bungeespringer. Die Neuseeländer sind charmant und sportlich, aber auch sehr zielstrebig und vielseitig mit Sinn für nachhaltige Qualität.
ine multikulturelle Gourmetszene und eine ambitionierte Weinbranche entwickeln sich in Neuseeland ungebremst von starren Traditionen. Der pazifische Inselstaat bezieht beste Zutaten von Land und Meer aus einer ziemlich unverdorbenen Umwelt und lässt sich von europäischen und asiatischen Herkünften auf moderne und leichtfüßige Art inspirieren. Siehe Queenstown, Südinsel, eine atemberaubende Landschaft mit schneebedeckten Berggipfeln und glitzernden Gewässern. Während die Welthauptstadt für Abenteuertourismus Extremsportler anlockt, ist sie auch Ausgangspunkt für die Entdeckung der Weinbauregion Central Otago. Die Gegend gilt als prädestiniertes Terroir für den heiligen Gral der Rebsorten und begeistert Pinot Liebhaber rund um die Welt. Über 75% der Central Otago Rebfläche ist mit Pinot Noir bepflanzt. Die lebhafte Kleinstadt bietet zahlreiche feine Restaurants, in denen man nach dem Heliskiing, Mountainbiking oder Rafting die regionalen Weine mit „Pacific Rim Cuisine“ genießen kann. Küchenchef Josh Emmet vom Restaurant Rātā in Queenstown kreiert Gerichte aus regionalen Produkten und paart sie mit Central Otago Weinen. „Aromatische, reichhaltige Frucht, eingebettet in seidige Tannine und betont von saftiger Säure – Rippon Emma’s Block Mature Vine Pinot Noir zeigt die prototypischen Attribute von Central Otago Pinot. Ich liebe diesen Wein mit unserer Vorspeise Entenzunge mit Zuckererbsen und Feigen genauso wie mit unserem Schweinefiletbraten mit konfiertem Schweinebauch, Butternut Kürbis, Fenchel und Salbei.“
Lautsprecher des Terroirs
„100% Pure New Zealand“ mit 94%ig zertifiziert nachhaltigem Weinbau
Pinot Noir ist Terroir-Lautsprecher auch in anderen neuseeländischen Weinbauregionen. Pinot aus Martinborough ist körperreich und dicht und zeigt schwarze Pflaumen und Schokoladenaromen. Auch wenn Marlborough für Sauvignon Blanc berühmter ist, verfügt die Region über nennenswerte Mengen an Pinot Gris, Riesling und beeindruckende 2.500 Hektar Pinot Noir. Das Weingut Giesen bringt eine Serie von Single-Vineyard Marlborough Pinot Noirs heraus: Brookby Road – Clayvin – Ridge Block – Waihopai. Jeder Lagenwein ist einzigartig und komplex, straff strukturiert und mit
I
brillanten Aromen roter Früchte. Dom Maxwell, Winemaker bei Greystone und Muddy Waters in Waipara Valley, schätzt die Einzigartigkeit seiner Region: „Das Kalkgestein der Omihi Range im Waipara Valley drückt dem Pinot Noir seinen unverwechselbaren Stempel auf. Es bringt Aromen von roten Beeren mit floralen Komponenten, viel feinkörnigem Tannin und angenehm erfrischender Säure hervor.“
Feingliedrig – Pacific Rim Riesling Duncan Forsyth vom Weingut Mount Edwards erzählt von einer der weniger bekannten Spezialitäten in Central Otago: „Ich war ganz stolz, als ich dem berühmten Weinbauberater Dr. Claude Bourgogne unsere Region als neues Pinot Eldorado vorzeigen durfte. Doch welche Überraschung! Der Weinbaumeister schrieb unserer Region auch großes Potential für Riesling zu. Und er hat Recht: die großen Tag-Nacht Temperatur Unterschiede und der Boden mit Lehm über Schiefer-Schotter bringen brillante Resultate. Heute ist unser Mount Edwards Morrison Vineyard zu 50% mit Weißwein Sorten bestückt.” Aromatische Intensität mit Leichtfüßigkeit, spielerische Süße und ziselierte Säure – im japanischen Restaurant Kobe beim Millbrook Golfresort in Arrowtown (Central Otago) empfiehlt man Mount Edwards Morrison Vineyard Riesling als perfekte Begleitung zu PacRim Gerichten wie Kani Blaukrabbe Tempura mit Minze, Zitrus und Gurkensauce. Auch in Waipara Valley finden sich spannende Rieslinge Seite an Seite mit Pinot Noir. Das Familienweingut und Restaurant Pegasus Bay genießt Kritikerlob und Kultstatus unter reisenden Gourmets und Weinfreunden. Matt Donaldson vinifiziert Rieslinge in allen Varianten, von knochentrocken bis edelsüß, oft mit Aromen von Mandarinenzeste und Ingwer oder Grapefruitmarmelade. Seine Schwägerin Belinda bringt Restaurantgäste ins Schwärmen, wenn sie Ziegenkäse-Zigarren, geräucherte Rote Beete, Pistazie und Austernpilze mit einem trockenen Pegasus Bay Riesling kombiniert.
Prickelnde Genüsse Die besten Schaumweine Neuseelands wachsen in den kühlsten Mikroklimata der
Betörend duftiger Gimblet Gravels Syrah passt ideal zu Lammbraten mit Kräutern
Das Kobe Restaurant im Millbrook Resort zelebriert das köstliche Zusammenspiel von exotischer Küche und Wein
Ashley Jones kreiert spannende Gerichte passend zu Elephant Hill „Le Phant Blanc“
Südinsel. Gekeltert meist aus Chardonnay, Pinot Blanc und Pinot Noir mit traditioneller Flaschengärung, präsentieren sich diese Weine als fantastische Alternative zu Champagner. Der gebürtige Österreicher Rudi Bauer produziert ausgezeichnete Exemplare in seinem Quartz Reef Weingut in Central Otago. Wir waren in Marlborough vom exzellenten Highfield Estate Elstree Cuvee Brut 2009 auch begeistert. Für den
New Zeala New Zealand nd Wineg rower Winegrowers s Guide To ers grow Marke Guidend ToWine Market - Sweden t - The Nethe New Zeala rlands Germany Market Guide To
II
PR & MEDIA RELATIONS
PARTNERSHIPS
MARKET DATA & ANALYSIS
In Germany and the Netherlands New Zealand Winegrowers will continue to work with a dedicated PR agency to assist in communications and media relations, ensuring main media outlets, journalists and commentators are reached. In Sweden, media relations and activity will be conducted jointly by New Zealand Winegrowers and NZTE.
New Zealand Winegrowers continue to work with NZTE, in a collaboration between the New Zealand government and the wine industry in the three focus markets of Germany, the Netherlands and Sweden. Relationships with Air New Zealand and Tourism New Zealand are also solid, with collaboration across mutually beneficial events and promotions.
New Zealand Winegrowers continues to provide Euromonitor Reports for our major European markets, and have produced detailed Guides to Market for Germany, the Netherlands and Sweden.
If you have any queries on the Mainland Europe Marketing Programme, please contact Chris Stroud, Mainland Europe Marketing Manager, cstroud@nzwine.com
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A SI A
CELEBRATING
#SAUVBLANC #NZWINE
FRIDAY 6 MAY
FRIDAY 6 MAY IS SAUVIGNON BLANC DAY! #SauvBlanc Day kicks off in New Zealand, the “home” of Sauvignon Blanc, on the 6th of May in Marlborough. Celebrations continue around the globe with New Zealand Sauvignon Blanc themed tastings, lunches, promotions and competitions taking place across Australia, here in Hong Kong, and in London, Amsterdam, São Paulo, Toronto, New York and San Francisco.
EDUCATION
Masterclasses and seminars continue to be popular in Asia, with typically 50+ attendees per session. New Zealand Winegrowers will continue to link seminars to New Zealand Wine Fairs in China, Japan and Singapore, while also hosting stand-alone events with local experts as opportunities arise. In Japan and Singapore, New Zealand Winegrowers will work with the local Sommelier Associations, as well as Hong Kong’s Debra Meiburg MW and the WineSPIT trade education foundation.
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SPECIALIST MASTERCLASSES
#SAUVBLANC DAY
PINOT 2017 LEVERAGE
The New Zealand Education Programme is well established in China, with close to 200 graduates of the Level 2 Advanced Programme since 2013. New Zealand Winegrowers will continue to run an L2 programme in Shanghai to add around 30 new graduates annually, but the focus will shift to the Level 1 Intermediate Certificate to reach a wider audience across China. The L1 programme currently has around 15 delivery partners, teaching a 2.5 hour course introducing New Zealand wine in Mandarin. This will form a major part of New Zealand Winegrowers activity in China, and over 1,000 students are expected to take the L1 course during the coming year.
Tastings, staff training and promotional activities are planned across the region, while in China, materials will be localised for Weixin (Wechat) and Weibo.
Visitors to Pinot 2017 will be asked to generate media coverage, social media posts, videos and other tangible results following their trip. They will also be asked to host post-trip mini tastings of wines that best describe their experience in New Zealand, allowing New Zealand Winegrowers to leverage their network of contacts. In addition, seminars during the May roadshows will be themed around Pinot Noir, and hosted by Pinot 2017 attendees.
SAUVIGNON BLANC TASTING FROM 29 APRIL TO 8 MAY* ENJOY $100
OFF UPON SPENDING $600 ON ANY SAUVIGNON BLANC^
*On selected wine and available within a specific timeslot of each day during the promotional period only, while tasting stocks last. Please ask staff for details. ^Offer valid until 08/05/16, while stocks last. Customer is entitled to $100 off upon spending $600 or more on any Sauvignon Blanc (excludes Sauvignon Blanc blends) in a single purchase. This offer may not be used in conjunction with other promotional offers.
E-COMMERCE As e-commerce grows in China, New Zealand Winegrowers are launching a New Zealand Wine sales platform on Tmall, part of Chinese internet giant Ali Baba. This is set up in conjunction with NZTE, and will be ready for the newly-created ‘9th September Wine Festival’ that is expected to see wine sales surge.
PARTNERSHIPS
MARKET DATA & ANALYSIS
NZTE continue to be the most important partner for New Zealand wine in Asia, with an ongoing project in Mainland China, support for events in Japan, Hong Kong and Singapore, and potential for growth in South Korea, Taiwan and Southeast Asia. New Zealand Winegrowers also works closely with MFAT across the region to promote New Zealand wines at premium events.
New Zealand Winegrowers will continue to provide access to the excellent guides produced by Debra Meiburg MW, and will also provide quarterly China market data sourced from China Association for Importers & Exporters of Wine & Spirits (CAWS). The Japan Guide to Market will be refreshed, and pricing calculators for Southeast Asian markets and South Korea will be made available. Euromonitor reports for China, Hong Kong, Japan, Singapore and South Korea will continue to be available annually.
In addition, Air New Zealand and Tourism New Zealand are key partners in promoting a broader New Zealand message to trade and consumers, as well as supporting New Zealand Winegrowers with visitors and media outreach.
PR & MEDIA RELATIONS
COMMUNICATIONS TO TRADE & MEDIA
In China, the PR agency retained by NZTE continues to promote New Zealand wine, generating widespread media coverage for New Zealand wineries. The Chinese website, 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.
As the database of contacts and number of events grow across Asia, New Zealand Winegrowers will launch a country-specific newsletter in local language to promote activities. This will be quarterly, and will provide an additional platform to educate and promote New Zealand wine.
In Japan, Hong Kong and Singapore, regular communications around New Zealand activities and news stories are sent to media to ensure ongoing press coverage.
KEY INFLUENCER ACTIVITY In China, the ‘Kiwi Wine Club’ will continue to maintain relationships with key opinion leaders, focusing on those who have visited New Zealand.
If you have any queries on the Asia Marketing Programme, please contact Natalie Potts, Asia Marketing Manager, natalie@nzwine.com
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AUS T R A L I A
WIN A TRIP TO THE HOME OF NEW ZEALAND SAUVIGNON BLANC
EDUCATION
SPECIALIST MASTERCLASSES
#SAUVBLANC DAY
PINOT 2017 LEVERAGE
Working in conjunction with Sommeliers Australia, New Zealand Winegrowers will continue to focus on education at the top end of the market, and will again conduct a scholarship programme to host ten sommeliers in New Zealand. Insights from their experience will be presented in exclusive post-trip workshops. A New Zealand Pinot Noir consumer masterclass is proposed for the Melbourne Food and Wine Festival.
The New Zealand Wine Pure Discovery masterclass presented to Woolworths Liquor Group will be pitched to other retail groups. The full day session includes an overview of the New Zealand industry, varieties and regions, followed by a comprehensive tasting. The detailed textbook will be supported by varietal modules.
An extensive social media campaign including a photo competition on Instagram and Twitter was conducted for #sauvblanc Day 2016. In 2017 the success and scale of this previous promotion will be expanded upon, to further increase awareness of Australia’s favourite white wine.
A total of nineteen Australian key influencers will attend Pinot 2017. Media have been targeted to ensure a balanced spread of media coverage across wine and lifestyle publications, trade have been selected to ensure the right retail channels are influenced, and sommeliers will deliver increased wine listings and bespoke tastings, and become valuable ambassadors.
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Guide to Market - Australia 2013-14
New Zealand Winegrowers Guide To Market - Australia
PR & MEDIA RELATIONS / KEY INFLUENCER ACTIVITY New Zealand Winegrowers have both long established and new relationships with key wine media, educators and trade. These relationships will be nurtured through events and public relations, and new relationships will be pursued as the wine communications landscape, retail environment and the nature of on-premise continues to evolve.
PARTNERSHIPS
MARKET DATA & ANALYSIS 1
In line with the Memoranda of Understanding with Air New Zealand and Tourism New Zealand, and the partnership with NZTE, New Zealand Winegrowers will continue to maintain close relationships with these partners, exploring opportunities to promote New Zealand wine in market and dovetail compatible plans. A Bluff Oyster and Wine famil is proposed in conjunction with Tourism New Zealand for the coming year.
The Australia Guide to Market has been updated with current market information. This is a comprehensive guide to the Australian market, covering market structure, current market trends, pricing, and legal requirements. In addition, Euromontior reports are available for the Australian market.
If you have any queries on the Australia Marketing Programme, please contact Catherine Wansink, Australia Marketing Manager, catherine.wansink@nzwine.com
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M A R K E T I N FO R M AT I O N New Zealand Winegrowers commissions and produces the following market information, available to all members, in the members’ Marketing section of nzwine.com.
EUROMONITOR REPORTS
GUIDES TO MARKET
PRICING CALCULATORS
NIELSEN DATA
Alcoholic Drinks Taxation & Duty Levies
Australia Beijing* Canada Germany Hong Kong* Shangahai* Singapore* Sweden Taiwan* The Netherlands UK
Australia Canada BCLDB (British Columbia, Canada) Canada LCBO (Ontario, Canada) Canada NSLC (Nova Scotia, Canada) China Germany Japan Singapore Sweden The Netherlands UK USA
UK Biannual Market Update US Beverage Alcohol Trends US Category Review for Sparkling Wine US Trends in Beer, Wine & Spirits
Australia Canada China Germany Hong Kong Ireland Japan Singapore South Korea Sweden The Netherlands UK USA Wine Australia Canada China Germany Hong Kong Ireland Japan Singapore South Korea Sweden The Netherlands UK USA
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USA * Produced by Debra Meiburg MW
NEW ZEALAND WINE CO L L AT E R A L New Zealand Winegrowers produces the following collateral, available to all members as digital files, or as physical marketing materials, available for purchase at production price, where possible.
New Zealand Wine Intro Guide*
New Zealand Wine Map*
Sustainability Guide*
Regional maps
Varietal Guides*
Consumer Brochure*^
Chardonnay
Consumer Tasting Booklet
Merlot & Cabernet Sauvignon Blends
Chinese Cuisine & New Zealand Wine Booklet†
Pinot Gris
Japanese Cuisine & New Zealand Wine Booklet†
Pinot Noir
New Zealand wine pens
Riesling
New Zealand wine bags
Sauvignon Blanc
New Zealand wine caps
Sparkling
New Zealand wine USBs
Syrah Regional Guides* Auckland Canterbury & Waipara Valley Central Otago
* Available in Mandarin
^ Available in Japanese † Bilingual
Gisborne Hawke’s Bay Marlborough Nelson Wairarapa
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SEEKING DISTRIBUTION I N I N T E R N AT I O N A L M A R K E T S Securing distribution in international markets can be a difficult exercise. The following information is designed to provide an introduction for wineries seeking distribution in the major markets for New Zealand wine. This information is very much introductory, and additional research will be required; page 22 of this booklet lists all of the market research available to you as a member of New Zealand Winegrowers.
USA
CANADA
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 wine in the USA have shown steady growth over the past eighteen years and the USA is the #1 export market for NZ wine by value.
Key to distribution and securing listings through the monopoly liquor boards is finding the right agent in each province. Liquor boards will only accept listing 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.
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 onpremise 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. 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. The US Guide to Market contains valuable information on entering the market, and is available for download in the members’ Marketing section of nzwine.com. New Zealand Winegrowers are available to offer advice and assist wineries in identifying opportunities for distribution.
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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 a compelling story with marketing support materials, and ideally your wines should have scored well by accredited wine reviewers or wine competitions. Very important is the right agent to fit your market strategy by province. Most agents specialise in either New World or Old World wines, while others prefer to trade in certain distribution channels: Liquor Board General List (high volume), Liquor Board Specialty (small orders, ultra premium price), Private Order and Consignment, selling to on-premise (case by case) or to private wine shops in Alberta, and to a lesser extent private wine shops in British Columbia, Manitoba and Nova Scotia. Before contacting New Zealand Winegrowers Canada, please read the Canada Guide to Market, available in the members' Marketing section of nzwine.com, this will answer a lot of questions on liquor boards, pricing, commissions, agent contracts etc. New Zealand Winegrowers Canada are glad to offer general advice on how to search for agents, and if you wish Ketchin Sales & Marketing can conduct a search on your behalf for a small fee.
UK & IRELAND
MAINLAND EUROPE
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 as a result of 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.
Each market in Mainland 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.
There are several options open to entering the market: • • • • •
Direct to retailer National Importer/Distribution Partner Regional wholesalers Set up own company Direct to consumer (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) • Your available volumes, and pricing and margin requirements • An importer/agent/distributor with experience in your chosen channels • Your distributor’s business and requirements • Your USP: Ensure there is a gap in their portfolio for you • Cultural fit - it is important to have a good relationship with your views and values aligned • Be prepared to support with staff training and education, market visits, sampling stock etc • Be realistic in expectations - take a long term view 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 is being developed. In addition, the UK Guide to Market contains relevant information on entering the UK market, and is available for download in the members’ Marketing section of nzwine.com.
Key things to understand in Mainland Europe are: • Language and cultural barriers • Different pricing expectations between markets (legislation, taxation) • Different market dynamics and structure • Different volume expectations • Varietal mix of your wines
Germany Germany 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 the higher priced segments. Importing into 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 Netherlands The 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.
Sweden In 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 agencies/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.
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New Zealand Winegrowers have created Guides to Market for all of the aforementioned European markets, which contain valuable information on entering each market. All three Guides are available for download in the members’ Marketing section of nzwine.com. 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.
ASIA China Given 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? What range/varieties do you want to sell and what price point do you want to meet? Identifying these factors will help narrow your search for a distributor who can fit your needs. Location-wise, Shanghai’s well-established wine culture may appear the least challenging place to begin, but it is also the most competitive market in China. Consider looking to Beijing, Guangdong province, or outside the Tier 1 cities to ensure a larger market share, but be prepared for unconventional business practices and logistical difficulties. Side-step the issue of location by focusing on e-commerce - a channel that has grown very quickly and is poised to explode, especially with the support of internet powerhouse Ali Baba and their newly launched 'September 9 Wine Festival'. While the landscape is shifting rapidly towards meeting the needs of consumers, many distributors in China are still focused on moving volume without the capacity to build brands. Do your due diligence about any company that approaches you, and be sure to get a clear idea of where your product will be distributed and what marketing investments will be made. Expect to negotiate hard on pricing and volume targets, so work out China-specific prices and your ‘walk-away point’ before entering negotiations.
Hong Kong Hong Kong is a mature market that has seen a slight downturn in recent years, partly due to spending clampdowns affecting cross border trade into China, as well as well-publicised protests that have adversely affected consumer confidence and hit the
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F&B sector. Many importers are consolidating portfolios, rather than seeking new agencies to represent. However, if you are approached by an importer, Hong Kong can be a relatively easy place to do business due to its lack of import tax and language barriers. Make sure you partner with an importer who can support your volume, price point and level of market engagement - ask detailed questions about their customer base, distribution and brand building capabilities.
Japan New Zealand wines are performing well in Japan, a sophisticated market that appreciates artisan products with a great story, and where New World wines are gaining traction with younger consumers. However, tradition still rules so tread carefully - 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 that appreciates information, and it is said that Japanese people like to understand something before they can enjoy it - it’s not uncommon to be asked about clones, rootstocks, soil strata and more - so make sure you can communicate your story well.
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 members’ Marketing section of nzwine.com - guides to market are available for Shanghai, Beijing, Hong Kong, Singapore and Taiwan. These cover many questions about the local market, pricing structures, distribution networks and more.
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 approximately 80% 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)? • How many wineries does the proposed distributor have in its portfolio, and how many of these are from New Zealand? • How many competing products are in the proposed distributor's portfolio? • What price points are the existing wines, and where will 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 stock 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 members’ Marketing section of nzwine.com. A list of Australian distributors can be found in The Australian and New Zealand Wine Industry Directory available for purchase via winetitles.com.au. Winesearcher also has a limited list of Australian Wine Wholesalers to view online at winesearcher.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 winebusinesssolutions.com.au/product/wine-onpremiseaustralia-2015
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With representation in over 90 countries servicing a global network, we transport wines, beers and spirits on a secure and seamless voyage around the globe. Similar to the complexity of the products we ship requiring expertise, innovation and creativity, which is at the core of JF Hillebrand, we have commissioned a young artist with a similar philosophy that he has expressed through this original artwork.
WWW. JFHILLEBRAND.COM
Š JF Hillebrand Group | 2016
BETWEEN YOU AND A GREAT NEW ZEALAND WINE O-I NEW ZEALAND HAS ACTIVELY SUPPORTED THE GROWTH AND DEVELOPMENT OF THE NEW ZEALAND WINE INDUSTRY FOR MANY YEARS. 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: sales.nz@ap.o-i.com Call: +64 9 976 7100 www.o-i.com