From the Board Anna Laugesen

From the Board

Taking stock and looking to the future

ANNA LAUGESEN

SINCE COVID-19 first entered our consciousness more than two and a half years ago, the world has changed markedly. Alongside the global pandemic, we have witnessed huge political upheaval and, more recently, war in Ukraine.

Such significant worldwide events cannot help but have an impact on our wine businesses. In order to cope with the myriad complexities that have arisen as a result, we have seemingly been operating in fight or flight mode for a prolonged period. Although crucial in navigating the challenges posed by adverse events such as the pandemic, this is not a mode in which we wish to operate long term.

While businesses must remain agile in such an uncertain world, a return to some form of normality, albeit one potentially quite different from the pre-Covid-19 landscape, is necessary to enable businesses to take stock and look to the future. Considering how the world has changed and how those changes affect us will enable us to position our businesses in such a way that we are able to grasp new opportunities that undoubtedly exist as we emerge post pandemic.

The way we work has certainly changed and it is heartening to see many businesses continuing to offer greater flexibility in employment. Some of that flexibility, initially put in place to mitigate the risk and impact of Covid-19 by placing greater importance on work life balance, has ultimately improved work satisfaction and productivity. Many of our priorities, spending habits, how and where we socialise, our appetite to travel and explore (reignited with the recent reopening of borders) have changed.

It is likely the priorities, preferences and habits of our consumers are different from those we knew prepandemic. Rising domestic inflationary pressure will also have a marked influence on the discretionary spending of consumers at home. While demand for New Zealand wine is currently high, and we are firmly focused on grappling with hugely challenging supply chain issues to replenish markets,

“When logistics eventually improve, new efficiencies and innovations will undoubtedly come to light.” Anna Laugeson it is important we continue to invest in market research. Getting to know our consumers again will ensure that when the inevitable rebalancing of supply and demand occurs, our marketing strategies, the ways in which we engage with our consumers, and our distribution channels are not only relevant, but best placed to capture new opportunities. When logistics eventually improve, new efficiencies and innovations will undoubtedly come to light as is often the case following disruptive events. While as an industry we celebrate the welcome return of face-to-face meetings, wine tastings, conferences and workshops, and we look forward to much missed events – our Marlborough Wine & Food Festival a shining example - some practices and events may require a rethink. Ultimately, if navigating the extraordinary global events of the past few years has taught us anything, it would be that as an industry we are able to cope with whatever challenges are thrown our way. It is that resilience and grit that will ensure the Marlborough wine industry is able to face the next set of inevitable challenges. As we have seen in the agriculture sector, change is possible if there are enough member voices heard. Take an active role in knowing what is going on. While the complexities of legislative changes on the horizon may seem daunting, an understanding of what is proposed will allow us to consider how those changes will impact our businesses. Support our hardworking Wine Marlborough team and our industry bodies. Do consider responding to survey requests, and if the opportunity arises or you are asked by your industry body to submit on industry plans, do so. As members, your voice really does make a difference.

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