3 minute read
From The Board Tracy Johnston
From the Board
TRACY JOHNSTON
WE ALL know the saying ‘the definition of insanity is doing the same thing over and over again and expecting a different result’. Just when we think we have Covid licked, along comes enough rain to plough through vineyards and create yet another setback, and now we are back in the vortex of Covid level restrictions with a Delta twist. The wine sector definitely gets the importance of taking Covid-care, and it is pleasing to see just how many wineries, cellar doors, vineyards and hospitality outlets are ducking and diving to adapt, seeking a different result. Not without angst and impact, but definitely with aplomb.
So now we are staring down the barrel of another summer where the future is uncertain. Wineries are making calls on their cellar door tasting and food offerings. Each is weighing up the options and prioritising what is best for their business, their brand and their staff. I applaud them for making the hard calls and doing what needs to be done to consider their longer term sustainability. While our customer base remains limited to those within our borders, there have been some promising signs that New Zealanders and those currently ‘stuck’ in New Zealand are embracing the ability to travel when they can. According to insights from Tourism New Zealand, some 62% of us plan to spend some or all of the holiday funds that had been earmarked for international trips on domestic travel. Interestingly, the highest percentage of those are new migrants - a target market ripe for the picking as they embrace their new surroundings. We have the ability to influence and convert them into life-long fans of Marlborough wine when they come to visit this region, and to take that new-found appreciation with them wherever they end up.
As I type this, I am swapping messages with a cousin sitting in Hamilton in MIQ seeking recommendations of wine to purchase online for delivery to his room, in order to wisely use his daily allocation. Who knew that would be another target market for us to tap into? Rest assured they were all Marlborough recommendations. New Zealanders are looking for a domestic holiday where they can relax and refresh, see spectacular natural landscapes and scenery and visit a place they have never been before, with 41% saying they wanted a holiday where they could experience good local food and beverages. Sound like somewhere we know? The team at Destination Marlborough are all over it as they build campaigns that toot Marlborough’s horn.
This summer we also see the welcome return of the Marlborough Wine & Food Festival. When something has
been running as long as the festival has, it can sometimes be taken for granted. When we had to cancel the 2021 event, it highlighted just how important the festival is to Marlborough - it has a special place in the hearts of most Marlburians as a day to celebrate our wine, food and hospitality, all served up and supported by locals. It is that community spirit that is powering up the 2022 event, with Renwick residents embracing the move to the Renwick Domain. The team at Wine Marlborough have come up with some sensational plans to celebrate the new site. It’s going to be amazing and I can’t wait for tickets to go on sale. We salute our friends at Brancott Vineyard for their role in hosting this event for over 30 years, helping build the reputation and legacy of this now iconic event for Marlborough.
But right now we are charging head first into an early start to the growing season to grow the grapes for 2022. Stay safe everyone, keep an eye on each other and keep your eyes peeled for both the challenges and the opportunities, which are both out there - it just means doing a little ducking and diving.
