New Zealand Winegrowers Levy Newsletter - January 2015

Marketing How to get the most out of

from New Zealand Winegrowers

New Zealand Winegrowers I January 2015 I Issue 5

Oz Clarke Masterclasses

Cricket World Cup Events Debra Meiburg MW Guides to Market

Liquor Board Promotions and Education TRADE & MEDIA VISITS

CONTENTS 2 4 6 8 10 12

Trade & Media Visits Asia Canada

12

USA Europe

Australian Masterclass

with Matthew Jukes

Australia

NEW ZEALAND CONTACTS Chris Yorke Global Marketing Director T: 09 306 5551 M: 021 419 194 chris@nzwine.com

Felicity Johnston Global Marketing Executive T: 09 306 5645 M: 021 552 173 felicity@nzwine.com

Anne-Marie McKenzie Marketing Projects Manager T: 09 306 5550 M: 021 306 550 annemarie@nzwine.com

Jennifer Duncan-Marsh Marketing Office Administrator T: 09 306 5522 jenniferd@nzwine.com

INTERNATIONAL CONTACTS Natalie Potts Asia T: +852 2511 3883 M: +852 5428 5792 natalie@nzwine.com

Robert Ketchin Canada T: +1 705 444 0195 M: +1 705 444 3213 rketchin@ketchin.com

David Strada USA T: +1 415 567 5511 M: +1 415 806 0236 dstrada@earthlink.net

Chris Stroud UK & Europe T: +44 207 973 8079 M: +44 791 741 7388 cstroud@nzwine.com

Ranit Librach USA T: +1 212 254 2729 M: +1 917 705 8051 ranit.nzwine@gmail.com

Natalie Corkery Australia T: +61 3 9614 7577 M: +61 451 430 311 natalie.corkery@nzwine.com

For any event related queries, please contact the Global Events Team at events@nzwine.com.

New Zealand Winegrowers would like to thank the following organisations for their support of the Marketing Programme

January 2015 I Issue 5

INTRODUCTION DON’T FORGET KEEP your Brand Profile information up to date via the New Zealand Wine Portal; nzwine. com/members and click on NZW Portal under Online Tools.

(We often refer to the export market distribution information in these profiles for selection of wineries onto itineraries for overseas visitors)

SUBMIT your wines for our bi-annual blind tastings.

MAKE THE MOST of the market information made available to you.

USE the New Zealand wine collateral.

LET US KNOW when you are travelling.

READ THIS, AND FUTURE MARKETING NEWSLETTERS!

Welcome to your update on how to get the most out of Marketing from New Zealand Winegrowers.

As you can see from the enclosed it has been a busy start to the year and we have lots more exciting activities planned in the coming months.

Some highlights to whet your appetite: Trade & Media Visits - Over 20 visitors from China have either arrived or are coming soon. Co-funded with New Zealand Trade & Enterprise these visitors include leading wine writers, educators and sommeliers - Joe Czerwinski, Wine Enthusiast and Ray Isle, Food and Wine from USA - Senior managers from the LCBO and NSLC in Canada - Sebastian Braun from Systembolaget, Sweden - Mike Bennie, Gary Walsh and Nick Stock amongst other writers from Australia Seminars/Masterclasses - We had success with bringing high profile writers from UK to USA and Australia, to carry out masterclasses - Oz Clarke ran masterclasses in San Francisco and New York, while Matthew Jukes presented in Sydney Partnerships -

We partnered with Tourism New Zealand around the Hobbit premiere in London and in other cities around the world

-

We are partnering with Tourism NZ and NZTE around the Cricket World Cup hosting innovative tastings of English vs. New Zealand sparkling wines, and Australian vs New Zealand wines, prior to the respective games. Wine captains will be Oz Clarke from UK and Nick Stock from Australia, as well as Jane Skilton MW and Bob Campbell MW from New Zealand. The tastings will be attended by the media and key influencers attending the Cricket World Cup games, and Stephen Fleming will also be making an appearance.

As ever, if you have any questions please get in touch with my team or me – our contact details are on the left.

Here’s to a great 2015 vintage!

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, Natalie Potts, David Strada, Ranit Librach, Robert Ketchin, Anik Gaumond, Chris Stroud & 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.

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@nzwine #nzwine New Zealand Wine Marketing I nzwine.com

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Asia

New Zealand Winegrowers and New Zealand Trade & Enterprise hosted a group of eight leading Chinese wine writers, educators and sommeliers, across two separate visits in October and November. The guests (listed below) visited over 20 wineries, and six regions between them, as well as attending the F.A.W.C! celebrations in Hawke’s Bay and the Air New Zealand Wine Awards Gold Medal Tasting in Auckland.

October - Mr Zheng Zhang (Laurence), Travel & Leisure Magazine - Mr Zipeng Han (Hans), GQ Magazine - Ms Jue Wu, Femina Magazine - Ms Sheng Yi Gao (Sandy), Restaurant Review Magazine November - Mr Huaiqiang Zhao (Tansy), Chief Sommelier, Mandarin Oriental Hotel - Ms Yang Wang (Rachel), freelance wine writer, educator, and panellist - Mr Jiayi Yao (Brian), wines-info.com - Mr Wang Yu ShangHai WangGe, wineblog.cn NZW will be jointly hosting with NZTE a further 15 Chinese guests on a series of four group visits between January and April, with the below guests confirmed for visits in January and February. In addition to conducting winery visits in the regions, the January group will also attend the Central Otago Pinot Noir Celebrations and the Hawkes Bay Wine Celebrations.

January - Mr Cong Zhang (Christian), Sommelier, Yacht Club on the Bund, Shanghai - Mr Chao Wu (Henry), Hotel Wine Project Manager, Four Seasons Hotel, Beijing - Mr Panke Yang (Larry), Chief Sommelier, JW Marriott Hotel, Beijing - Ms Tianshu Hu (Silvia), Editor in Chief, Sommelier Press February - Ms Jiang Lu (Maxime), Chief Wine Editor and Founder of WineOnline - Ms Kun Zhou WU (Linda), General Manager, Shanghai HappyDrink Cultural Diffusion Co Ltd chinabtc.org.cn - Mr Yi Zhong (Alan), Chief Sommelier, Sofitel Guangzhou Sunrich - Ms Xin Wang (Cynthia), Editorial Director of WINEINCHINA wineinchina.com.cn Additionally, NZW hosted Hong Kong-based wine writer and consultant Rebecca Leung on a visit to New Zealand in January as part of the Sustainability

Communications Strategy. Rebecca has regular columns for the likes of Hong Kong Economic Journal, Winenow Magazine, Cup Magazine, Headline Daily, Hong Kong Economic Times, Cru Magazine and Wine Life (China), plus her own wine blog ‘Wine is Beautiful’ (wineisbeautiful.com)

Canada

Shari Mogk Edwards (Vice President, Products, Sales and Merchandising for the Liquor Control Board of Ontario), and Carolyn O’Grady (Director of Wines at the LCBO) had 37 visits in seven regions in August 2014. Additionally they conducted 83 short oneon-one meetings with wineries throughout the regions. Shari was also a keynote speaker at the 2014 Bragato Conference and was brought to New Zealand as part of the Sustainability Communications Strategy.

In November Tim Pellerin Vice-President, Customer Strategy, and Glenda Williams Category Manager, New World Wine, from the Nova Scotia Liquor Corporation (NSLC) were hosted on a tour around New Zealand. They were joined by Peter Rockwell, Category Manager for the NLLC, and wine writer for Quench Magazine and Metro newspaper, who was brought to New Zealand as part of the Sustainability Communications Strategy. The group conducted 22 winery visits, 33 one-on-one meetings, attended four regional overview tastings and were guests at the Air New Zealand wine Awards dinner.

“Most impressed by passion for the land, the story, regionality. Trueness to the grapes. Everyone was happy to tell the story of the region and discuss wines from other wine makers. Terroir and how other winemakers are working with was top of mind of all we met. There was a true sense of comradery.” - Glenda Williams “Overall I was greatly impressed. I feel that NZ is underplaying its varietal diversity and unique regionality story. Since the beginning NZ wines have been tied to their regions (eg. Marlborough Sauvignon Blanc, Hawke’s Bay Syrah) and I believe the bones are there to make a major regional play through your marketing since the regional names are familiar to the average wine consumer. Few countries can say that. Sustainability as a story is almost too broad a topic to hang a successful marketing campaign on. Almost everyone I spoke with had a different way of describing it and most descriptions were broad in scope. The question of how sustainability differs from organic & bio-dynamic practices and how they all work together will be a complicated one for the average Canadian consumer to understand and/or relate to.” - Peter Rockwell

USA

Pascaline Lepeltier MS, Beverage Director for Rouge Tomate, New York visited New Zealand in August 2014, with 16 visits in five regions, plus four regional overview tastings. She also attended the Wellington on a Plate launch event.

“The most impressive is the understanding and the level of knowledge of the winemakers, viticulturists, etc. which are very high. I was less impressed by the low numbers of organic wineries - certified - in the country, while it seems like some 2

New Zealand Wine Marketing 2014 - 2015

Trade & Media Visits regions could have a higher rate.” - Pascaline Lepeltier Ray Isle (New York), Executive Wine Editor for Food & Wine, visited nine wineries, and was hosted for two regional tastings, Carey Sweet (Wine Food and Travel Write for the San Francisco Chronicle) visited 13 wineries across three regions, and Eric Rosen (Freelance Wine, Food and Travel Writer) visited 12 wineries across two regions.

“What a magical trip, thank you so much for your amazing effort pulling it all together! Everything went so smoothly and it was a wonderful exposure to my new favorite place - New Zealand.” - Carey Sweet NZW also hosted the below guests to New Zealand in January to conduct winery visits and regional overview tastings, plus attend some or all of the events happening at that time; The Hawkes Bay Wine Celebration, Central Otago Pinot Noir Celebration and the North Canterbury Forage.

- Dane Campbell, Sommelier, The Musket Room, New York - Joe Czerwinski, Managing Editor Digital and Print, Wine Enthusiast - Wendy Stanford, Director of Purchasing, wine.com In August as part of its sustainability communication plan, NZW will be coordinating a visit for Corie Brown, publisher of zesterdaily.com, who is funding her own trip to New Zealand.

Additionally in May NZW will be hosting Elin McCoy, writer for Bloomberg News. Elin had to postpone her original January visit due to publishing deadlines.

Europe

Sebastian Braun of Sweden’s Systembolaget (Wine Buyer) visited in New Zealand to serve as an international judge at the Air New Zealand Wine Awards. He also visited 11 wineries and attended three regional tastings across Central Otago, Marlborough, and Waiheke Island.

NZW also provided some advice/visit arrangements to Norwegian journalist Geir Salvesen from the daily newspapers Aftenposten, plus Lars Myhrend Holand, Norwegian photographer for various daily press titles.

From the UK, wine writer for The Caterer, Harpers Wine & Spirits and Decanter, plus Michelin Star Restaurateur, Roger Jones, visited 24 wineries and attended six regional tastings across Auckland, Gisborne, Hawke’s Bay, Martinborough, Nelson, Waipara Valley, and Central Otago. Roger also attended F.A.W.C! in Hawke’s Bay. “Everyone had a different story, what was clear was that everyone were aware that they lived in a special place and it was their duty as guardians of the land to ensure that it was left in a sustainable position... The story is huge and we need to get this out to the consumer…. Having been on dozens of tours, this was certainly the best organised, it is of course hard by yourself especially when fed ‘whitebait’ up to 3 times a day, but I really could not fault the organisation”. - Roger Jones The below 11 guests from Europe will be visiting New Zealand during January and February - Fiona Beckett, columnist for the Guardian, contributor to Decanter plus others, UK - Hamish Anderson, Sommelier at The Tate, also columnist for The Weekend

Telegraph, plus contributor to Imbibe and Harpers, UK - John Wilson, wine writer for The Irish Times, Ireland - Julia Sevenich (and Gerhard Mayer), freelance writer/educator, contributor to Falstaff magazine and wine Enthusiast, Austria/Germany - Frank Röder MW, Founder and CEO of VIF wine GmbH - an online wine and fine food retailer, also offering educational and consultancy services vif.de/index. php/ueber_uns, Germany - Christoph Raffelt, blogger for leading retailer Hawesko plus his own site, Originalverkorkt.de, writer for Weinplaces and Tas, Germany - Esmee Langereis, Wine Editor for Elle Eten, Netherlands - Charlotte Van Zummerman, writer for winebusiness.nl, Perswijn and Winelife, Netherlands - Sofia Ander, wine columnist for Nya Wermlands-Tidningen daily newspaper, plus DinVinguide.se, Sweden - Erica Landin, contributor to Allt om Vin, alltommat.se, Meininger’s Wine Business International, Gourmet, Hunger, Sweden - Johan Franco Cereceda, publisher of Varldens Viner (World Wines) plus contributor to others including Allt om vin, White, Vinkällan Dryckesutbildningar, Sweden

Australia

Mike Bennie and Gary Walsh visited in their capacity as WineFront (winefront.com. au) tasting a total of 679 wines in three tastings across the country. David Brookes visited in November, with time in Hawke’s Bay (including attendance at F.A.W.C), as well as a role as an international judge at the Air New Zealand Wine Awards.

NZW also organised a tour for Nick Stock through Nelson, Marlborough, Waipara and Central Otago in December, for a fly/drive feature he was doing for Australian Gourmet Traveller. During the tour he conducted Pinot Noir overview tastings in each of the regions.

“Thanks so much again for support and administration and all the organisation involved in our epic adventure. We had a great time, we got everything we needed done, we were ably supported where needed, venues and accommodation were superb. We are very grateful.” - Mike Bennie.

Current visitors from Australia include: - Nick Ryan, freelance contributor to Gourmet Traveller Wine - Alan Hunter, Sommelier, E’cco Bistro, Brisbane, and writer for the Courier Mail - Andrea Frost, freelance writer World of Fine Wine, Wine Companion Magazine, The Melbourne and Adelaide Reviews, Smith Journal

If you have any queries regarding our Trade and Media Visit Programme, please contact Anne-Marie McKenzie, Marketing Projects Manager, 09 306 5550 or annemarie@nzwine.com.

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ASIA

Sommelier Association Engagement

SEMINARS As part of the ongoing partnership with NZTE in China, four seminars took place in the first half of the year. Events in Qingdao and Hangzhou (Eastern China) in July and September looked at ‘Icons of New Zealand - Sauvignon Blanc & Pinot Noir’. With a combined attendance of over 150, the seminars proved to be very popular, both live and on social media.

October saw a seminar take place in Xi’an (Central China) focusing on Sauvignon Blanc and Full-Bodied Reds. Attendance was much higher than expected, with over 120 attendees squeezing in to learn more about New Zealand wine.

In November, things ramped up with five seminars taking place across Asia.

In Tokyo and at ProWine Shanghai, seminars examined Sustainability through an easily-communicable range of nine organic and biodynamic wines, and in Singapore Lisa Perrotti-Brown MW hosted an ‘Icons of New Zealand - Sauvignon Blanc & Pinot Noir’ seminar. A further event in Shanghai explored Pinot Gris and Pinot Noir, and finally Taipei looked at food and wine pairing options around Pinot Noir. Overall, these five events reached over 320 people!

A seminar in Shenzhen (Southern China) completed New Zealand’s activity for 2014, showcasing Sauvignon Blanc and Pinot Noir to a packed classroom of over 100, and 2015 began with a seminar in Xiamen (Southeast China) focusing on New Zealand’s white varieties.

ProWine Seminar

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New Zealand Wine Marketing 2014 - 2015

ASIA ROADSHOW NOVEMBER 2014

As part of the User-Pays November Roadshow, New Zealand Winegrowers held events in Tokyo, Singapore, Shanghai and Taipei. In addition to the aforementioned seminars held at these events, NZW partnered with other New Zealand agencies to include media lunches, networking evenings, and winery briefings, to help add value to the User-Pays activities, as well as promote the New Zealand category more broadly.

CHINA CERTIFICATION PROGRAMME

MARKET INFORMATION Following the recent Guide to Singapore, the newly-launched Guide to Beijing has been uploaded to the member’s website. Prepared by Hong Kong-based Master of Wine, Debra Meiburg, this includes key trends, leading importers, media and educators, and more. Members can now access guides to Hong Kong, Shanghai, Beijing, and Singapore, with an NZW-produced Japan guide to be completed before March 2015.

Chinese web-users are now able to access information about New Zealand wine in Mandarin via the recently launched nz-wine.cn. In addition to information about New Zealand’s wine regions and styles, the site also allows event registrations and offers information about Sustainability, crucial to consumer product security. The site is connected to NZW’s existing Chineselanguage social media outlets, Weibo (32,500+ followers) and Wechat, allowing us to effectively reach a much wider audience across China.

Building on 2013 and 2014’s successful Level 2 Advanced Certification Programme, NZW are working to finalise the Level 1 Intermediate Programme. Materials are undergoing a final proof in Chinese before being designed in-house, and a New Zealand-based partner will soon be confirmed to coordinate and communicate directly with Chinese educators.

SOMMELIER ASSOCIATION ENGAGEMENT In Japan, NZW will partner with the Japan Sommelier Association to host a seminar in May, as well as provide a scholarship trip to New Zealand for a JSA member. The trip, lasting 7-10 days, will be awarded to a leading member of the trade, with good English skills.

A connection has also been made with the Sommelier Association of Singapore, and NZW have agreed to offer a scholarship trip for an SSA member, as well as discussing future cooperation and events.

OTHER ACTIVITIES Kiwi Wine Club, a small social club to connect with key influencers, was launched in China in October. The aim is to maintain connections with the key media and trade that NZW bring to New Zealand, keeping their focus on New Zealand through quirky and interesting events. Blind-tasting dinners were held in Shanghai and Guangzhou, as well as a networking evening with kapa haka performance in Shanghai in November.

NZW partnered with the China Blind Tasting Competition to offer a prize trip to New Zealand for the winning team, and to include a mini New Zealand tasting in the regional heats, recently held in 23 cities across China. The competition welcomed over 200 teams of three to blind taste a range of wines, including a selection from New Zealand. In addition to the winning trio’s visit in 2015, the partnership has significantly strengthened NZW’s regional database.

UPCOMING UPCOMING ACTIVITIES There will be a seminar at Chengdu’s Tang Jiu Fair in March, activities at the May Roadshows in Shanghai, Beijing, Guangzhou and Hong Kong will reach further trade and media, and the year will finish with a seminar in Kunming (Southwest China) and a tasting for the Osaka branch of the Japan Sommelier Association.

In other areas, two Level 2 Certification Programmes will be held in Shanghai and Beijing in April, and involvement in Debra Meiburg MW’s WineSPIT conference in Hong Kong is being finalised.

If you have any queries regarding our Asia Marketing Programme, please contact Natalie Potts, Marketing Manager - Asia, natalie@nzwine.com.

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CANADA Liquor Board & Sommelier Education

New Zealand Winegrowers conducted a comprehensive Product Advisor staff tasting and seminar at the ANBL annual training meeting in September. Eighteen front line staff were in attendance and six further staff will receive the training. The seminar, ‘Sauvignon Blanc and Beyond’, covered all major varieties and wine regions of New Zealand. Feedback was very positive and should result in increased listings and sales.

On October 1, renowned sommelier, William Predhomme invited (on behalf of NZW) Toronto’s 17 top sommeliers for an intimate seminar on Pinot Noir at Montecito Restaurant. This event co-hosted with Kevin Judd was a great success.

Two LCBO seminars themed ‘Get the Dirt on New Zealand Pinot Noir’ were held this November; one in North Bay and one in Guelph. A total of 32 Product Consultants attended the seminar with rave reviews.

New Zealand Pinot Noir at Montecito Restaurant with William Predhomme

NZW continues to support sommelier schools nationally by working with colleges, culinary institutes, CAPS, IWEG and WSET, by providing educational material as well as wine for their courses.

Product Consultant Seminar

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New Zealand Wine Marketing 2014 - 2015

CANADA GUIDE TO MARKET

The Canada Guide to Market will shortly be updated with current statistics, market trends and market information. The current guide is available in the Member’s Marketing Section of nzwine.com.

HIGH PROFILE EVENTS

New Zealand wines have featured at several high profile events in Canada recently.

- The I4C Chardonnay Sommelier Bus with Will Predhomme was a great guerilla initiative, where NZW provided New Zealand sparkling wines for top sommelier on a bus travelling to I4C. This type of promotion is very powerful as it is informal, yet receives undivided attention.

- The Toronto International Film Festival is recognised worldwide as a platform to launch premieres. Three New Zealand movies were featured at this year’s TIFF and The Dead Lands received the honour of being a red carpet event. NZW partnered with the New Zealand High Commission for this reception, prior to the screening. (150 attendees including, actors, actresses, producers, media and VIP business people.)

- New Zealand High Commissioner’s welcome event for First Officer Charlotte Kempthorne, and farewell to Sarah Ireland (50 attendees, international trade delegates and trade partners).

Globe and Mail Book Signing Event

- NZW Canada partnered with The Globe and Mail and their loyalty subscribers at a book signing with Sophie Kinsella, author of the ‘Shopaholic’ series. Over 200 business women attended for an evening, of fashion, food, wine and a one-on-one interview with the lifestyle editor and Sophie.

- This year was the 11th edition of Dr. Peter’s Passions Event where 300 high net worth guests and TV/Radio personalities were in attendance. Again this year, New Zealand wines were exclusively provided at this event. In addition, the Angel Catwalk for Sick Kids fundraiser event, was voted as Toronto’s top fundraising event in 2014. New Zealand Wines were the exclusive wine sponsors for this event also, highly supported by Toronto’s Financial district.

UPCOMING ACTIVITIES

Sophie Kinsella

The upcoming New Zealand Wine Fair seminars in Canada will this year focus on Sparkling, Chardonnay, and Pinot Noir, as well as an overview of New Zealand wine.

Other upcoming events include New Zealand wine at the annual Kia Ora ANZAC Day event, and #SauvBlanc Day in April.

If you have any queries regarding our Canada Marketing Programme, please contact Robert Ketchin, Marketing Manager - Canada, rketchin@ketchin.com.

Thanks to O-I New Zealand for their continued support of Canada Marketing

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If you have any queries regarding our USA Marketing Programme, please contact David Strada, Marketing Manager - USA, dstrada@earthlink.net, or Ranit Librach, Promotions Manager - USA, ranit.nzwine@gmail.com.

Whole Foods Promotion

WHOLE FOODS NEW ZEALAND WINE PROMOTION 27 AUGUST - 14 OCTOBER 2014

Whole Foods Market ran a New Zealand wine promotion from August 27th to October 14th in 250 Whole Foods stores across the USA. Whole Foods selected the six participating wines, and New Zealand Winegrowers worked with Air New Zealand to offer a prize giveaway for two consumers to travel to New Zealand. To enter, consumers were required to complete an application in the wine departments of stores. Whole Foods also hosted online Twitter tastings on September 18th and October 9th.

SOCIETY OF WINE EDUCATORS SWEBINARS 11 & 21 OCTOBER 2014

The Society of Wine Educators hosted two webinars focusing on New Zealand wine. There were a total of 148 participants and more than 60 of them requested to download copies of The Book of New Zealand Wine.

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New Zealand Wine Marketing 2014 - 2015

STARCHEFS: INTERNATIONAL CHEFS CONGRESS 26-28 OCTOBER

NZW partnered with New Zealand Trade & Enterprise by offering New Zealand wine and food to attendees throughout this New York event. Wines were showcased alongside kiwi chef Jason Roberts’ food during the three day event. 13 wines were featured.

USA

ALL BLACKS CHICAGO APPEARANCE 30 OCTOBER - 1 NOVEMBER

NZW hosted a class on Thursday morning focusing on the terroir, quality, diversity, and sustainability of New Zealand wines. The class was led by Fernando Beteta MS and he was joined by a panel of four winemakers. Twentyone wines were included. A lunch followed, including wines from the masterclass, matched to New Zealand foods.

Then as an opening reception to the game on Saturday, NZW worked with NZTE by providing wines poured at their event prior to the match.

OZ CLARKE MASTERCLASSES 27 & 29 JANUARY 2015 Oz Clarke hosted key influencer masterclasses in late January, in San Francisco and New York. These masterclasses provided a comprehensive, in-depth look at New Zealand wine, exclusively for top level trade and media.

Prior to these activities, in Honolulu, Consul General Rob Kaiwai hosted a reception featuring New Zealand wine and food, with members of the All Blacks Legends.

Attendees were local leaders, including hotels, restaurants, resorts and politicians.

USA GUIDE TO MARKET The USA Guide to market was updated in August, and continues to be available on nzwine.com in the member’s section. The Guide includes an overview of the USA wine market and its structure, as well as information on pricing models and the laws pertaining to imported wines. There is also information on the key players within the market, as well as tips for success, marketing advice and resources available to exporting wineries.

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Europe INBOUND TRADE & MEDIA VISITS

SEMINARS IN SWEDEN & GERMANY

BRING A BOTTLE PARTY

7 & 8 OCTOBER

23 SEPTEMBER The latest edition of the Bring a Bottle Parties was held in Cologne on the 23rd of September, with 21 attendees.

The premise of the Bring a Bottle Parties is to introduce guests to the unique flavour of New Zealand wine, and encourage discussion, by requesting that they bring a bottle of their favourite wine and then showing them a New Zealand wine with a similar flavour profile.

The hosts were Sommelier Guido Hube, who has worked at all previous Bring a Bottle Parties, along with Torsten Goffin, who emceed the event and is a key influencer in the Cologne culinary scene, proving useful in generating new contacts.

In conjunction with the User-Pays Trade tastings in Stockholm and Berlin, New Zealand Winegrowers ran seminars for trade and media alongside.

In Stockholm there was a full house of 48 attendees, listening to Michel Jamais present New Zealand White Wines. To assist, Tamra Kelly-Washington (Yealands Estate) and Richard Gabrielsson (Seresin Estate) provided information on the Marlborough region, while Nicholas Buck of Te Mata was on hand to assist with Hawke’s Bay. In Berlin, it was a smaller tasting with approximately 25 attendees, covering Sauvignon Blanc and Pinot Noir. Once again, there were winemakers present to introduce their own wines and provide local knowledge of the region, while the seminar was hosted by Gerhard Retter, a sommelier consultant.

AMSTERDAM - FINE FOOD PROFESSIONAL 3 NOVEMBER 2014 NZW took a stand at the Fine Food Professional, a small exhibition for select (exclusively professional) guests.

This exhibition was combined with the presentation of the GaultMillau Awards. The audience was made up of Top Dutch gastronomy, wine and culinary journalists and Sommeliers/Chefs.

We showcased the diversity of New Zealand wine with five regions and eight different varieties represented on the stand, while a further six wines were shown by promotional staff who provided a hook to bring people to the bar, to explore other New Zealand wines.

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New Zealand Wine Marketing 2014 - 2015

Stockholm Seminar

THE HOBBIT PREMIERE 1 DECEMBER 2014

LONDON & DUBLIN ANNUAL TRADE TASTING SEMINARS 20 & 22 JANUARY 2015 The Annual Trade Tastings in London and Dublin took place in January. In London there were two themed self-pour tables on Alternative White Wines, and Chardonnay, with seated seminars on Sauvignon Blanc and Full-Bodied Reds. In Dublin we hosted a Chardonnay seminar, and a Full-Bodied Reds self-pour table.

UPCOMING ACTIVITIES Oz Clarke will be visiting New Zealand in February to ‘captain’ the ‘English Sparkling Wine Team’ in a tasting event organised around the upcoming Cricket World Cup in New Zealand. A cricket team of English Sparkling will face a New Zealand Sparkling team (captained by Jane Skilton MW) at a high profile media event, prior to the New Zealand/England cricket match in Wellington. This event will be mirrored in the UK, with UK trade and media, including lifestyle.

The third instalment of The Hobbit - The Battle of the Five Armies, premiered in London on Monday the 1st of December. At the media event that followed in Claridges Hotel, NZW teamed up with Tourism NZ to provide bespoke wine tastings for the assembled media.

Attendees were taken on a “hobbitesque” journey through New Zealand’s major wine regions with 10 wines and the key varieties represented. Tourism NZ recreated an actual Hobbit hole and Billy Boyd, who played Pippin in Lord of the Rings held his interviews there.

At the press conference each actor was asked what one thing reminded them of New Zealand and Richard Armitage responded with Pinot Noir! (Needless to say a bottle was swiftly delivered to his room!)

Finally, at ProWein, NZW will host seven seminars. Three will be led by Romana Echensperger (Chardonnay, Pinot Noir, and Organics), three by Caro Maurer MW (Riesling, the Diversity of New Zealand White Wine, and the Diversity of New Zealand Red Wine), and one by Jamie Goode focussing on Sauvignon Blanc.

Billy Boyd

If you have any queries regarding our Mainland Europe Marketing Programme, please contact Chris Stroud, Marketing Manager - Europe, cstroud@nzwine.com

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If you have any queries on the Australia Marketing Programme please contact Natalie Corkery, natalie.corkery@nzwine.com

LUXPERIENCE 31 AUGUST - 3 SEPTEMBER 2014 New Zealand Winegrowers has assisted Tourism New Zealand with wine sponsorship for the Air New Zealand/Tourism New Zealand Media and Buyers lounge at Luxperience - Australasia’s high end experiential travel trade event held in Sydney. Five New Zealand wineries had the opportunity to showcase their wines, market their tourism offering, and engage with elite travel buyers during scheduled tasting slots.

ACCENTS OF AOTEAROA - HIGH LEVEL MASTERCLASS WITH MATTHEW JUKES 18 NOVEMBER 2014 A high level ‘Accents of Aotearoa’ masterclass presented by Matthew Jukes took place on Tuesday 18th November at Bistrode CBD in Sydney, for 17 top Australian wine trade and media, including Gourmet Traveller Wine Editor Judy Sarris, Keystone Group Sommelier Sarah Limacher, Annandale Cellars Manager Chris Foster, Consultant Sommelier Samantha Payne, and representatives from Best Cellars, Langtons Fine Wine Auctions, Woolworths Liquor Group, Merivale and Rockpool.

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New Zealand Wine Marketing 2014 - 2015

Matthew Jukes

Australia PINOT PALOOZA OCTOBER 2014 NZW hosted a ‘Pinot Pilgrimage’ table at the Melbourne, Sydney and Brisbane Pinot Palooza events during October. Five wines representing each of the five major Pinot Noir regions were presented to a total audience of over 1,500.

The table was well received with attendees commenting positively on the concept as well as the quality of the wines shown.

In addition to the education component, the exercise was used to generate sign ups to the NZW Australia mailing list for future event activity. This captured almost 200 new consumer contacts across the three states via a competition to vote for your favourite New Zealand Pinot Noir region, and win a Pinot Pilgrim Pack of six wines.

Pinot Palooza 2014

UPCOMING ACTIVITIES As part of NZW’s engagement with NZ Inc entities, there will be a New Zealand vs. Australia Wine ‘Match’ in the lead up to the New Zealand vs. Australia cricket match during the Cricket World Cup this year. Nick Stock will ‘captain’ the Australia team, and Bob Campbell the New Zealand team, at a VIP/media event where a team of New Zealand wines will ‘play’ a team of Australian wines.

New Zealand Wine Marketing I nzwine.com

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New Zealand Wine Marketing 2014 - 2015