Winepress - Feb 2012 by Winepress Magazine

WINEPRESS Issue No. 211 / February 2012

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Strategic Review

Marlborough Success

Hanmer Pinot 2012

Photo: Jim Tannock

The Official Magazine of

www.wine-marlborough.co.nz

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FROM VINE TO VINTAGE

In this issue... Regulars

Features

Editorial

NZW Strategic Review After months of analysing New Zealand Winegrowers,

Tasman Crop Met Report

PricewaterhouseCoopers final report was accepted by the board late last year. We take a

closer look at what some of the

Marketing Matters

16 Generation Y-ine 27 Wine Happenings From Home and 28 News Away All correspondence including advertising / associate memberships / change of address to: Wine Marlborough PO Box 511, Blenheim 7240 T: 03 577 9299, F: 03 577 9298 E: admin@wine-marlborough.co.nz www.wine-marlborough.co.nz

Printed by: Blenheim Print Ltd. T: 03 578 1322 WINEPRESS is printed with vegetable oil based inks on elemental chlorine free paper which is sourced 100% from well managed forrests and manufactured under ISO 14001 Environmental Management Systems.

recommendations are.

Spidergrams Help Local Winemaker Sacred Hill Marlborough has taken computer technology in the form of spidergrams, to help in the blending of their Sauvignon Blanc. Kel Dixon explains.

Grafted Grapevine Standard In an effort to create a Leaf Roll Virus free industry, NZW established the Grafted

p15

Grapevine Standards back in 2006. We look at why these standards are so important.

Designer QR Codes – What Are They? Quick Response codes have been around since 1994, but they have been taken to a whole new level by a Kiwi company. This could prove to be a major marketing technique for the future.

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2/2012 WINEPRESS

The Official Magazine of Wine Marlborough

Produced by:

From the Editor

Wine Marlborough Free to all levy paying members Associate Members: $77 +GST Editor: Tessa Nicholson 16 Bank Street Blenheim T: 021 709 571 E: tessa.nicholson@me.com If you wish to make contact with any member of the Wine Marlborough Board, the following are their email addresses. Dominic Pecchenino: nzyanks@xtra.co.nz Anna Flowerday: ajflowerday@xtra.co.nz Blair Gibbs: blair@spyvalley.co.nz James Jones: james@starborough.co.nz Ivan Sutherland: ivan@dogpoint.co.nz Ben Glover: ben@witherhills.co.nz Ruud Maasdam: ruud@staetelandt.co.nz Clive Jones:

$80 million – What could the industry do with that? Imagine if the New Zealand wine industry received an injection of $80 million from an anonymous source. Think how that could be used to benefit everyone involved in producing wine. It could help small wineries that are struggling to survive. It could be passed on to growers whose livelihood has been threatened by the staggering drop in income. It could be used to shore up marketing of our wines in developing markets. There’s no doubt – it would be a boost in the arm. Unfortunately though, that $80 million boost isn’t going to come any time soon. Not unless something is done about the high New Zealand dollar. The figure of $80 million is the amount PricewaterhouseCoopers determined was being lost to the wine industry every year, because of exchange rate fluctuations since 2007. That has impacted on all facets of the industry from the grower up. Given there isn’t much room to move within the domestic market, the New Zealand wine industry has to concentrate on exports. For the 12 months to the end of November, close to 168,000 million litres of wine left our shores, with a total FOB of NZ$1,137,313m. That is well above 2007. But the return on investment for wineries is much lower than it was pre 2007, because of the value of our dollar. PwC said that was one reason for the pain being felt across the wine sector – and pointed out it was the entire industry that was hurting – not just one facet of it. “Certainly it is likely that grower returns will on average, be slower to improve than wineries. However, the perception of wineries receiving greater returns is not generally supported as many wineries are also facing considerable cash flow and profitability pressures.” $80 million worth of profitability pressure, for starters. So what can be done? Not much, although NZW Board Chair Stuart Smith said in a recent interview that; “The Reserve Bank could and should discourage offshore borrowing, And they could do that by lowering the base OCR rate, because it’s not effective. Or if they believe it is effective, they could leave it where it is and put a tariff on offshore deposits.” New Zealand Winegrowers will continue to lobby government to do something to stabilise the exchange rate. It can’t hurt if all members of the wine industry did the same thing. Maybe – just maybe – someone will sit up and notice that $80 million of income is being lost to our economy.

cjones@nautilusestate.com Richard Rose: kvl@silkweb.net.nz Guy Lissaman: glissaman@xtra.co.nz

TESSA NICHOLSON tessa.nicholson@me.com

The Official Magazine of Wine Marlborough

2/2012 WINEPRESS

Met Report Table 1: Blenheim Weather Data – December 2011 December December 2011 2011 compared to LTA

December LTA

Period of LTA

December 2010

GDD’s for: Month - Max/Min¹ Month – Mean²

185.4 183.0

88.5% 88.8%

209.4 206.0

(1996-2010) (1996-2010)

252.7 237.6

Growing Degree Days Total Jul – Dec 11 – Max/Min Jul - Dec 11 – Mean

471.1 530.8

88% 91%

535.1 585.0

(1996-2010) (1996-2010)

595.6 620.1

Mean Maximum (°C) Mean Minimum (°C) Mean Temp (°C) Mean Temp (°C)

19.9 12.1 16.0 16.0

-2.4°C +1.1°C -0.7°C -0.7°C

22.3 11.0 16.7³ 16.7³

(1932-1980) (1932-1980) (1932-2000) (1986-2010

23.0 13.3 18.2

Ground Frosts (<= -1.0°C) 0

- -

0.6 (1932-1980) 0.1 (1986-2010)

Air Frosts (0.0°C) 0

- -

0 (1932-1980) 0 (1986-2010)

Sunshine hours 167.4 68% Sunshine hours – lowest Sunshine hours – highest Sunshine hours total – 2011 2358.3 96%

246 167.4 321.2 2443

(1935-2000) 2011 1974 (1935-2000)

224.9

Rainfall (mm) 103.8 221% Rainfall (mm) – lowest Rainfall (mm) – highest Rainfall total (mm) – 2011 698.4 108%

47 0.8 124.0 647

(1930-2000) 1934 1984 (1930-2000)

131.6

Evapotranspiration – mm

111.6

80%

140.1

(1996-2010)

155.1

Avg. Daily Windrun (km)

203.9

66%

306.6

(1996-2010)

271.7

Mean soil temp – 10cm

17.7

+0.1°C

17.6

(1986-2010)

19.6

Mean soil temp – 30cm

18.6

-0.5°C

19.1

(1986-2010)

20.5

2415.2

825.4

¹GDD’s Max/Min are calculated from absolute daily maximum and minimum temperatures ²GDD’s Mean are calculated from average hourly temperatures ³Mean temperature for two long-term average periods provided as a contrast December 2011 weather Apart from rainfall, most of the other weather parameters that are recorded for Blenheim were markedly different in December 2011 when compared with December 2010. Temperature and growing degree-days The mean temperature for December 2011 of 16.0°C was 0.7°C below average, in contrast to December 2010 which was 1.5°C above average. The cool weather during December continued the downwards fall of the growing degree-day line (Figure 2). There was no period of sustained warm

2/2012 WINEPRESS

weather in the four months September to December 2011 and as a consequence, at the end of December the growing degree-day deviation from the long-term average was at one of its lowest points in the past 10 years. Temperatures over the main period of flowering of Sauvignon blanc in Marlborough were generally below average, as indicated in Figure 2, with the solid black line falling for most of December. However, there were a couple of brief warm spells of a few days as indicated by the upwards blips in the black line. The consequence of a few warm days

The Official Magazine of Wine Marlborough

followed by a few cool days and a further few warm days meant that the period of flowering and fruit set did not progress evenly. It was a bit like driving a car with your foot on and off the gas; not a pleasant experience for the passengers in the car. In the last week of December 2011, within individual bays of grapes, it was possible to find some grape bunches that were still flowering and some that had berries that were groat sized. One consequence of the uneven temperatures over flowering in 2011 will be high variability in berry maturity within and between bunches later in the season. The date of flowering in 2011 was one of the latest experienced over the past 10 years. The consequence of this will be a later than normal harvest in 2012. It is unlikely that much Marlborough Sauvignon blanc will be harvested during March 2012. Rainfall Both December 2010 and December 2011 recorded very high rainfall. Dec 2010 with 131.6 mm is the wettest December on record for Blenheim. December 2011 with 103.8 mm is the 7th wettest on record for the 82 years 19302011. The last three days of December 2011 (29th – 31st), recorded 70.4 mm rain, or 68% of the month’s total. Sunshine December 2011 entered the record books as the least sunny December that Blenheim has experienced in the 82 years 1930-2011. 167.4 hours sunshine for December was only 68% of the longterm average of 246 hours. December recorded 78.6 hours less sunshine than average; or 2.5 hours less per day. The previous lowest total was 179 hours recorded in December 1992. The first three weeks of December (121st) recorded only 79.2 hours sunshine, or 47% of average. The fourth week of December (22nd – 28th) recorded 88.2 hours sunshine, or 159% of average; i.e. one very sunny week in what was otherwise a very overcast month. The final three days of December (29th

– 31st) recorded no sunshine at all. Thirteen days during December recorded less than one hour of sunshine per day. Soil Moisture Soil moisture in the top soil (5-35 cm) in Blenheim varied considerably during December 2011. At the start of the month it was 22% and after rain on the 4th and 6th it rose to 28%. However, with dry weather in the three weeks from 7th to 28th soil moisture fell from 28% to 18%. After the 70.4 mm rain in the final three days of December soil moisture was boosted back up to 39% on the 31st; (the shallow soil was at about field capacity; i.e. unable to store any more moisture). The boost to soil moisture in the last three days of December was welcomed by pastoral farmers and gardeners, at a time in mid-summer, when Marlborough is often in drought conditions. Windrun Average daily windrun for December was only 203.9 km, compared to the average of 306.6 km for December (Figure 1); i.e. average daily wind speed was 8.5 km/ hr compared to the average of 12.8 km/ hr. December 2011 is now the least windy December on record for Blenheim, for the 25 year period 1986-2011. Evapotranspiration Total potential evapotranspiration (ET) for December 2011 was 111.6 mm; compared to the average of 140 mm. This is the lowest December total on record for Blenheim for the period 1996-2011. Annual Statistics for Blenheim 2011, compared to the long-term average Sunshine Total Sunshine for 2011 was 2358.3 hours or 96% of the long term average of 2443 hours; i.e. 84.7 hours less than the long term average. Nelson recorded 2457.1 sunshine hours for 2011; 98.8 more than Blenheim. So Nelson regained the title of New Zealand’s sunniest town which it lost to Whakatane in 2010. Both Tekapo and Whakatane recorded higher sunshine hours than Blenheim in 2011, so Blenheim was only in fourth place. Rainfall Total rainfall for 2011was 698.4 mm,

Figure 1: Blenheim windrun for 2011 compared to the long-term average (19962010)

or 108% of the long-term average. In contrast, 2010 rainfall was 127 mm higher at 825.4 mm. Monthly rainfall during 2011 did not experience as many highs and lows as occurred in 2010. Temperature Blenheim’s mean temperature for 2011 was 13.2°C, 0.4°C above the long-term average of 12.8°C. Frosts Blenheim recorded 58 ground frosts during 2011, slightly above the long-term average (1986-2010) of 52. In contrast 2010 only recorded 35 ground frosts; the lowest number on record for the 80 years 1932 – 2011. Windrun 2011 was a very calm year. Figure 1 indicates that 11 of the 12 months recorded below average windrun. Four months during 2011 stood out as being very calm (June, September, October and December). Figure 1 indicates that the five months April to August, on average record less windrun than the seven months September to March. 2011 was the least windy year on record for the 25 year period 1986-2011. January 2012 Weather Temperature The mean temperature of 17.5°C was 0.6°C below the long term average for the period 1986 to 2011. Looking at the weekly average temperatures, three

out of four weeks were below the LTA. Despite the week of 9th to 16th January being 0.8°C above average this did not do enough to boost the month’s overall average temperature. January 2011 was 0.2°C above the LTA but also experienced weekly fluctuations in temperatures. 1 - 8th Jan 15.9°C was 2.2°C below average 9 - 16th Jan 18.9°C was 0.8°C above average 17 - 24th Jan 16.8°C was 1.3°C below average 25 - 31st Jan 17.4°C was 0.7°C below average The average daily maximum temperature for January was 22.7°C; 0.6°C below the long-term average. The average daily minimum temperature for January was 12.3°C; 0.3°C above the long-term average. When looking at the entire month, daytime temperatures were considerably cooler than average. Though night-time temperatures were warmer than average this did not lift the average temperatures. Soil moisture and evapotranspiration From 29th to 31st December 2011 70.4mm of rain was received, ensuring that the soil moisture in the top soil (5-35 cm) was 37.5% (roughly at field capacity for this site) on 1st January 2012 at the Grovetown Park weather station. With 25.6mm of rain received in January, soil moisture dropped to 18.4% by the end of the month. Potential evapotranspiration (ET) is a calculated measurement of moisture losses through direct evaporation from

The Official Magazine of Wine Marlborough

2/2012 WINEPRESS

Table 2: Blenheim Weather Data – January 2012 January January 2012 January Period 2012 compared to LTA LTA of LTA GDD’s for: Month - Max/Min¹ 233.8 94.7 246.8 (1996-2011) Month – Mean² 229.6 96.2% 238.6 (1996-2011) Growing Degree Days Total Jul 11 – Jan 12 – Max/Min¹ 704.5 90.1% 781.9 (1996-2011) Jul 11 - Jan 12 – Mean² 760.4 92.3% 823.6 (1996-2011) Mean Maximum (°C) 22.7 -0.9°C 23.6 (1932-1980) Mean Minimum (°C) 12.3 +0.3°C 12.0 (1932-1980) Mean Temp (°C) 17.5 -0.4°C 17.9³ (1932-2001) Mean Temp (°C) 17.5 -0.6°C 18.1³ (1986-2011) Ground Frosts (<= -1.0°C) 0 - 0.1 (1932-1980) - 0 (1986-2011) Air Frosts (0.0°C) 0 - 0 (1932-1980) - 0 (1986-2011) Sunshine hours 270.7 103.7% 261 (1935-2000) Sunshine hours – lowest 165.2 1971 Sunshine hours – highest 335.3 1957 Sunshine hours total – 2012 270.7 103.7% 261 (1935-2000) Rainfall (mm) 25.6 51.2% 50 (1930-2000) Rainfall (mm) – lowest 0 1978 Rainfall (mm) – highest 167.0 1985 Rainfall total (mm) - 2012 25.6 51.2% 50 (1930-2000) Evapotranspiration – mm 161.9 117.9% 137.3 (1997-2011) Avg. Daily Windrun (km) 272.8 97% 281.1 (1996-2011) Mean soil temp – 10cm 18.5 -0.5°C 19.0 (1986-2011) Mean soil temp – 30cm 19.8 -1.0°C 20.8 (1986-2011) ¹GDD’s Max/Min are calculated from absolute daily maximum and minimum temperatures ²GDD’s Mean are calculated from average hourly temperatures ³Mean temperature for two long-term average periods provided as a contrast

January 2011 251.8 240.0 837.4 860.1 23.0 13.2 18.1 0 0 222.6 222.6 40.2 40.2 154.5 262.7 19.0 20.2

Figure 2: Growing degree days for Blenheim: days ahead (+) or behind (-) average using average hourly temperature data and long-term average 1996-2011 The graph shows the cumulative GDD difference between the season and the longterm average total

the soil and through transpiration by plants. Evapotranspiration levels are always high during the summer months, accounting for high moisture losses from the soil. Total ET during January 2011 was 161.9 mm. This was 6.3 times the rainfall received. For a pasture or lawn to continue to grow rapidly over the summer it needs to receive a similar amount of water as is being lost through ET. This helps to explain why pasture or lawns dry out very rapidly during summer months without regular watering, additional to rainfall received. Growing degree-day update Figure 2 updates the growing degreedays at the end of January 2012 in relation to the long-term average and other recent seasons. The starting point is 1 September rather than 1 July. The 2011/2012 GDD line is highlighted in bold black to make it stand out from the other lines. With the cooler than average December 2011, the GDD line on, 1st January, was 60.3 below the LTA line. By 31st January it remained 62.1 below average. There was a warm period between 11th and 23rd January that lifted the line somewhat but it took a downward spiral thereafter! From the Figure 2 it can be seen that there has been a steady decline in GDD since the beginning of September 2011. The GDD lines for the seasons 1996-1997 and 1997-1998 show the two extreme seasons that have been experienced over the past 16 growing seasons. Rob Agnew and Victoria Raw Plant & Food Research

The Met Report was brought to you by

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The Official Magazine of Wine Marlborough

Marketing Matters The following is a list of upcoming events as organized by New Zealand Winegrowers. USA

vintage, as well as aged whites, reds and

With 12 events planned throughout the

dessert wines. They are suitable for both

States, we have a busy and exciting six

new to the market and existing exporters.

months ahead of us. Highlights include:

Wineries should ideally be present,

New Release Tastings – Chicago, Los

but we will be offering a New Zealand

Angeles & Las Vegas – March 2012

Winegrowers table option for those who

The New Release tasting events across

are unable to make it. Timings for the

these three key cities are a great

Wine Fairs are based on the already

opportunity to launch new release wines

successful Canadian Wine Fairs so that

to influential media, key retail buyers and

we can take advantage of winemakers

staff, on-trade buyers, sommeliers and

who are in the market at this time.

educators.

We have also made arrangements with

These events will be positioned as the

New Zealand Trade & Enterprise for

first opportunity to taste a comprehensive

a day’s wine education session on 18

selection from the 2011 vintage, as

May to complement the San Francisco

well as aged whites, reds and dessert

Wine Fair. The basis of the day’s

wines. They are suitable for both new

session is to educate new/existing New

to the market and existing exporters. It

Zealand wineries on US market entry

is the first New Release tasting event

and expansion with expert speakers in

for Las Vegas, opening up an exciting

HR, PR, social media, legal, etc. This is

new opportunity for us. The events are

another great reason to get involved with

self-pour format - wineries and their reps

the Wine Fairs in 2012.

are welcome to attend, but it is not a

For more information on the Wine Fairs,

requirement.

and to complete the sign up process,

New Zealand Wine Fairs - New York &

please log on to www.nzwinemarketing.

San Francisco – 14 & 17 May 2012

com. Note that a consolidated shipment

The Wine Fairs planned for New York

from New Zealand will be arranged for

and San Francisco in May are the perfect

these events with the deadline being 23

opportunity to provide a platform for

March 2012.

trade, media and consumers to interact

If you have any queries about the US

with winemakers. The tastings will be

events, or any of our other US market

open to trade for the first 3-4 hours and

initiatives, please feel free to contact:

then will be open to consumers for 2-3

David Strada (Marketing Manager) –

hours in the evening.

001 415 567 5511, dstrada@earthlink.

The fairs will be positioned as the first

net Ranit Librach (Promotions Manager)

opportunity in these cities to taste a

– 001 212 254 2729, ranit.nzwine@gmail.

comprehensive selection from the 2011

com Angela Willis (Marketing Executive)

– 09 306 5642, angela@nzwine.com Canada NZ Wine Fair Vancouver (1 May 2012) NZ Wine Fair Calgary (3 May 2012) – note: this was previously scheduled for Edmonton NZ Wine Fair Ottawa (8 May 2012) NZ Wine Fair Toronto (10 May 2012) Please note that the sea freight deadline for these events will be early February 2012 and may have passed when you read this. For more information on the Canadian events, and to complete the sign up process, please log on to www. nzwinemarketing.com. You can also contact Celeste on 09 916 1560 or email celeste@nzwine.com. Asia NZ Wine Fair Beijing - May 22 2012 NZ Wine Fair Shanghai - May 24 2012 NZ Pavilion at Vinexpo, Hong Kong - May 29-31 2012 We are planning a Minister led delegation to China and Hong Kong to lead a number of wineries interested in breaking into and deepening their presence in the Chinese market. In the meantime, please direct all queries to Monty James, Market Manager Asia (monty@nzwine.com, 09 306 5557).

The Official Magazine of Wine Marlborough

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The Official Magazine of Wine Marlborough

NZW Strategic Review TESSA NICHOLSON

After talking to dozens of New Zealand Wine members, banks, government officials and peer industry organisations, PricewaterhouseCoopers (PwC) released their NZW Strategic Review late last year. The review, the first since the national

• Financial returns to industry

focus for both the industry and for NZW.”

body’s unification back in 2002, took

participants have reduced sharply

Despite what many may have thought,

a long hard look at all aspects of New

with falling prices since 2008

the global financial crisis did not reduce

Zealand’s wine industry. From the

The following brief summary covers some

demand growth in our key Sauvignon

current economic situation for growers

of the findings from PwC.

Blanc markets.

and wineries, through to the governing structure of the organisation, PwC considered all aspects of how, why and where, regarding New Zealand Wine. In total the report suggested NZW must undertake 10 new/extended activities to fulfil its strategic role of first protecting NZ Wine Inc’s competitive advantage and then helping to profitably grow sales. The need for such a review is apparent when you look at what has happened within the industry since unification 10 years ago. • The number of growers and wineries has increased by over 50% with output up over 150% • The Marlborough region has grown from 47% of the national crush to 75% while increasing its crush by 350% • Exports now dominate, having risen from 40% to 70% of New Zealand’s wine sales volume, and export sales value has more than quadrupled from $250m to over $1b • Exports in bulk form have surged since 2008 from approximately 5% to over 30% of export volume

Since 2008 New Zealand wine has

Premium Wines Essential The report found that for many years New Zealand wine has maintained an enviable reputation internationally as being “able to produce wines that consumers believed to be worthy of high prices.” This in turn translated to higher FOB prices, across all packaging formats, more so than any other major wine exporter. The reputation for quality, transferred to higher prices, is essential to the survival of the New Zealand wine industry. “The industry was - and still is – relatively disadvantaged on production costs compared to other Southern Hemisphere producers and the USA.

maintained price advantages over all key competitors (with the exception of France) in the overall import prices in the USA. The same in the UK in-market retail prices, in premium segments. New Zealand should therefore be concentrating on the international 25% premium and above off-trade and on-trade wine sales. Via higher priced sales, returns for wineries and growers is more assured. PwC does warn though, that NZW will have to take a portfolio approach to premium, as the current export volume “would swamp the premium demand in most end markets except the USA.”

Grape production costs per tonne are

Bulk Wine

higher here than in competitor countries

This was one of the major issues as

due to lower yields and higher input

mentioned by growers and wineries

costs and the fragmented industry

spoken to by PwC.

has meant NZ wineries are typically

In 2008 New Zealand’s wine production

sub scale compared to much larger,

(on volume) grew 40% when compared

consolidated operations overseas. All NZ

with 2007. In response, wine exports

wines benefit, directly or indirectly, from

made a rapid, adverse shift to bulk wines

a premium positioning and that is why

as wineries urgently tried to clear tanks

these premium wines should remain the

and generate cash flow.

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2/2012 WINEPRESS

“Bulk wine prices

that Members concerns

tumbled to below half

are only partially fair.”

their 2007 levels and

The report states that

bulk wine rose from

NZW’s marketing

approximately 5% to

strategy is often

30% of exports by

emulated by other

volume.”

organisations due to its

However the

success rate. There are

generalisation that

difficulties in devising

bulk wine was another

marketing strategies

term for cheap and low

that suit all categories

quality wine, does not

of NZW members.

necessarily ring true

And while there are a

the report states.

number of activities

“The packaging form

paid for by levy funds,

in which wine leaves

it is the large events

NZ shores does not

Marlborough has grown from 47% of the national crush to 75% while

that tend to dominate

determine the price

increasing its crush by 350% over the decade.

the programme.

points at which it is

place restrictions on production under

being sold. “Some brand owners choose to use

current law.

The method of communication to members was also raised in the report.

bulk wine and offshore bottling to cut

Marketing

“A large part of the issue with regard

non value adding supply chain costs.

This was one of NZW’s functions that

to Members views on NZW’s marketing

More NZW Inc participants would have

received the most feedback in the

activities relates to a communication

suffered greater financial distress sooner,

process of the strategic review. PwC says

gap. Particular areas that NZW must

had bulk not acted as a safety valve to

there were six main issues brought up by

focus on clarifying and communicating

clear the industry’s inherent agribusiness

members.

are the logic for by-market spending

risk.”

• Lack of innovation in marketing

The over supply issue that led to an

approach and the same format rolled

increase in bulk sales, is at the heart

out into different markets

of the issue the report says. “The core

• Spend too orientated towards mature

issue for NZ Wine Inc was oversupply

markets rather than developing

of, not under demand for, New Zealand

markets

Sauvignon Blanc at premium prices.” And it says it will always be difficult to control output to industry requirements, when the decision to produce is in the hands of the individual.

• NZW being considered event managers rather than marketers • Too few of the right influencers being brought to NZ • Too little proactive in-market PR on

“Individuals seek to maximise their positions by maximising volume, whereas

key Brand NZ messages • Some Brand NZ promotions using

the industry overall would profit more by

levy funds to benefit exclusive

limiting supply relative to demand.”

groups

In other words, there is little that can be

However after assessing the concerns,

done by the governing body to control

the Review believed the concerns were

supply, given there is no opportunity to

not altogether valid. “Our assessment is

2/2012 WINEPRESS

The Official Magazine of Wine Marlborough

and the delineation between levy funded promotions and User Pays events.” Sustainable Winegrowing New Zealand Another subject which was raised by many members interviewed. The concerns raised included; • Unwieldy to operate • Burdon of compliance and compulsory nature • Perceived lack of interest from markets • Lack of rigour to audit process • The need to market the quality of the programme more strongly Again while PWC did not find that all the criticisms from members were fair, what PWC did stress was the importance of

sustainability in the international marketplace. None of this was probably news to the Board of NZW, given the Jeff Clarke research presented to them last year. Already the board has endorsed the PwC proposal to promote SWNZ as an assurance standard to influencers and improve the marketing of programme. Other changes are also afoot, and will be communicated to all members in the neat future. Governance Just how the board is made up and how levies are attributed and paid, was one major area covered by the Review. While levies are unlikely to change in the near future, the Board make-up will undergo some major transformations. PwC recommend merging the NZGGC and WINZ into NZW, which simplify structures and decision making processes; providing greater transparency. They have also made recommendations on cutting back the current board membership of 12 elected plus 8 alternatives, to just 12 elected members. There are further recommendations that will need to be considered constitutionally, that would see the board further reduced to 8 members only, with the opportunity for two of those members to come from outside the wine industry. The make-up of the board would also have to be considered, given PwC does not believe the current representation is entirely fair. Again these suggestions cannot be endorsed until membership is consulted and legal ramifications are understood. So where to from here? In terms of operational activities PwC have recommended 10 new or extended activities, which have already been endorsed by the Board of NZW. They are; 1.

Actively engage bank/stakeholders

Develop a vineyard registry

Re prioritise research based on principles of protect, grow, applied and blue sky

Minimise risk of adulteration from off shore bottling

Proactive promotion of social responsibility

Increase PR to influencers

Promote SWNZ as an assurance standard to influencers

Target limited marketing spend against premium

Formalise GIs in NZ law

(ie; sustainability communications) opportunities 10. Develop business tools Over the next 12 months the board of NZW will work to ratify and instigate all 10 of these activities, with many of them already being acted on. Details of the Strategic Review are available to members at www.nzwine.com. The full 180 page report is also available by contacting NZWine’s office in Auckland.

The Official Magazine of Wine Marlborough

2/2012 WINEPRESS

Computer Technology Aids Winery TESSA NICHOLSON

Sacred Hill Winery is utilising computer technology to help in the blending of wines. Last year, in a first for the company, winemakers used spider grams to provide a pictorial analysis of the individual wine components. Sacred Hill’s Marlborough winemaker Kel

how strong those flavour components

The blend showed it better than we

Dixon said in a typical blending session

were in each site.

envisaged it would. But overlaying

the company would assess individual

Once they had defined the wine

those things allowed us to see the

wines and rank them. “But we began

components, Kel said they did some

differences, which components work

thinking that we might be able to go a bit

further experimenting of blending various

in a complementary fashion and which

further than that, by assessing why this

components.

are detrimental together. It’s something

one was ranked higher than another.”

“We played around with a couple of

we need to look at further in the 2012

Using the skills of the experienced

bench blends, to see if we put 50% of

wines. Additionally, we could determine

tasters, Kel said they decided to get each

this one, a strong tropical wine, and

what attribute was missing (eg tropical

taster to score the wines on a variety of

50% of another that had moderate floral

notes) and then using component spider

parameters such as aromatic intensity,

characters, which component would be

grams quickly identify which vineyard

capsicum, grassy, citrus, floral intensity

the stronger.”

components were strong in this character,

and methoxypyrazines.

“But it came out as strongly floral, so the

and then add them to the blend. This

“Then we thought, why not take that one

floral component worked to dominate.

gave us ‘personality’ references to assist

step further and put it on a spider gram, which is a multi access graph. ”(See diagram next page.)” Overlaying all the tasting scores, (both positive and negative) with the individual vineyard sites, gave the winemakers the ability to see the wine’s strengths and weaknesses. He said the results didn’t show up many surprises, as they already knew which sites produced say the most tropical flavours. But until they saw the pictorial analysis, they hadn’t realised just

2/2012 WINEPRESS

Values Row Labels Sum Sum Sum Sum of of A of B of Ave Blend Aromatic Intensity 5 5 5 5 Capsicum/Grass/MTP 5 1 3 3 Citrus 2 1 1.5 3 Flavour Intensity 5 5 5 5 Floral 1 4 2.5 4 Flow 3 4 3.5 4 Length 4 5 4.5 5 Palate weight 3 4 3.5 4 Thiol/Passionfruit/Sweaty 2 5 3.5 4 Tropical 2 2 2 3 Grand Total 32 36 34 40

The Official Magazine of Wine Marlborough

component and it’s a really important piece of the blending puzzle, to make sure that that fruit doesn’t go into a multi vineyard tank. We can keep it aside, knowing that it is an important piece of the blending puzzle.” Sacred Hill is now looking to widen the experiment in terms of gaining more information and building a more accurate picture of individual sites in years to come. “There is always going to be vintage quick and targeted blending processes.”

So far Sacred Hill has only experimented

variability in a block. Whether that is

The graph (page 12) and spider gram

with Marlborough Sauvignon Blanc and

because of disease pressure and having

(above) shows the scores given by those

only on wine from single vineyards,

to get the fruit off early, or because of

tasting – and the overlay on the spider

although Kel said there is potential for it

more heat intensity during the growing

gram.

to be utilised even further in the future.

season affecting the block. It is inevitable

“The blend assessed in this instance was

“The extrapolation into multi vineyard

we will get different pictures each year,

simply done on a 50/-50 basis. These two

tanks is also quite valid, because they

but over the course of a block’s history,

particular wines ended up in a 90 – 10

are a very big component of a blend.”

we will get to build up a decent picture

blend, with vineyard B being dominant.

Given the time taken to blend, he said

that will help in the long run.”

The finished wine is labelled as Sacred

the long-term results from spider grams

Hill Halo Awatere Sauvignon Blanc 2011

could provide assistance.

– which was awarded a Blue Gold in the

“It gives us the ability if we continually

Sydney Top 100.”

see a vineyard throwing up a particular

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The Official Magazine of Wine Marlborough

2/2012 WINEPRESS

IP RE CE I SA VER LE SH AWATERE VINEYARD 0PPORTUNITY

Marlborough

3665 State Highway 1, Awatere

Tenders Close 4pm, Wed 7 Mar 2012

The subject vineyard property (47.6 hectares) is located in the Awatere Valley, approximately 2km south of Seddon township and 26km southeast from Blenheim and Marlborough’s wine industry services. The 38 hectare Sauvignon Blanc vineyard planted and developed in 2006 (approx. 77,000 vines). Improvements include 9 Amarillo (frost protection) wind machines, an implement shed, pump shed and pump station with 35 shares in the Blind River Irrigation Scheme (Note: Each Blind River Share is entitled to 15.5m³ per hectare per day of irrigation water supply). The vineyard is currently free of any grape supply contracts.

Bayleys, Cnr Charles & Seymour Street, Blenheim (Unless sold prior) www.bayleys.co.nz/1112176

John Hoare

Chris Ireland

john.hoare@bayleys.co.nz

chris.ireland@bayleys.co.nz

M 027 432 1410 B 03 578 7700

M 021 848 470 B 03 578 7700

2011 rateable value: $2,827,000 VINING REALTY GROUP LTD, BAYLEYS, LICENSED UNDER THE REA ACT 2008

www.bayleys.co.nz/marlborough

2/2012 WINEPRESS

The Official Magazine of Wine Marlborough

Grafted Grapevine Standards TESSA NICHOLSON

Instigated back in 2006 the Grafted Grapevine Standard (GGS) is an important step in the journey to creating virus free vineyards in New Zealand and helping to eliminate the spread of Leaf Roll Virus III. Grapevine Leaf Roll associated virus type 3 (GLRaV-3) is economically one of the most important and most widespread diseases of wine grapes. It poses a threat to the New Zealand wine industry’s goal of growing quality grapes for premium wine production, as it delays ripening, reduces yield and depresses berry sugar content. Eventually it will kill the vine, given there is no cure. The only remedy is to remove and replant – a costly scenario. Which is why the GGS is so important. There is very little point in replacing virused vines, if the new vine is also susceptible to virus. With funding from New Zealand Winegrowers, the aim of GGV was to formalise a process where strict protocols were undertaken by nurseries to ensure all material leaving their facility was Leaf Roll Virus free. Testing of material has to be undertaken, and before accreditation is granted the nursery must meet stringent audited criteria. To retain accreditation they also have to be audited annually. Helping to develop the GGS, is the Vine Industry Nursery Association, (VINA). Chair Ben Wickham says the standards are a vital cog in the future of New Zealand’s wine industry, not only to help in controlling the spread of Leaf Roll Virus, but also in ensuring traceability of the vines themselves.

“This is a key for our industry. We can go back and give you the history on any plant we have sold, providing grower assurance. It is a continuing process of providing traceability of the wine, from the origin of the vine through to the end product in the bottle. That seems to be what export markets are looking for.” VINA is also concerned that growers who have decided to top graft in recent years may not be aware of the potential virus issues. Given Leaf Roll Virus is not as obvious in Sauvignon Blanc, when compared to red varieties, Ben says there is the potential for growers to be grafting Pinot Noir say, onto Sauvignon and ending up with a virused vine. Just

because it is not obvious in Sauvignon Blanc, does not mean Leaf Roll is not present he says, as has been proved by research undertaken in Marlborough by Plant and Food Research. “If there is the virus in the mother material, it will be automatically transferred to the grafted material. So what may look like a cheap option initially, may end up costing far more in the long run.” He says anyone undertaking top grafting should ensure they virus test the budwood and the mother material before proceeding. Currently there are four New Zealand Nurseries who have been GGS certified, with a fifth about to receive accreditation. These nurseries have all undertaken intensive auditing of their propagation material, with all processes having to fit certain criteria within the standards themselves. Despite being a costly experience for the nurseries, Ben says there is no substantial added cost to the consumer. “There is very little differentiation in cost between the vines which are certified under the GGS and those that aren’t. But we want to promote the best quality product we can.” Further details on the GGS are available on the New Zealand Wine Website.

The Official Magazine of Wine Marlborough

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Rowan Langdon Whitehaven

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The Official Magazine of Wine Marlborough

Generation Y-ine TESSA NICHOLSON

Rowan Langdon Having grown up on a diary farm in

although to be accepted he required

have first hand winery experience.”

Tarankai, 29-year-old Rowan Langdon

Chemistry grades – something he didn’t

Due to his background Rowan imagined

admits he wasn’t too keen to follow in his

have.

he would end up in the viticultural side of

parent’s footsteps. While the rural lifestyle

NMIT in Marlborough was another

the industry, as did most of the students

was appealing, there was something

possibility and the more he investigated

on the course.

about milking cows and having no input

the course, the more it appealed. The

“But in the second year of the course,

into the production of the end product

two year diploma in viticulture and wine

when I got out to a winery and

that made him look for another form of

production, set in the country’s largest

experienced the six weeks of harvest, I

agricultural career.

wine region, offered him the opportunity

thought the winery was probably where I

“To be honest I went into the 7th form at

to discover which area of the industry

wanted to be instead.”

school not really knowing what I wanted

he really wanted to concentrate on. So

That first experience of vintage was with

to do. I did some physics but it was

in 2000 straight out of school, he arrived

Whitehaven, prior to their move from town

horticulture that I really liked. I had a

in Marlborough as one of the youngest

to Pauls Road. Rowan says while working

great teacher, who quite liked wine and

members of the course.

with experienced winemakers like Sam

that started me thinking about one day

“Most other people on the course, had

Smail and Simon Waghorn was inspiring,

going into viticulture. It seemed like a fun

had other careers and were making the

being in an actual winery was nerve

idea.”

move into the wine industry. So for the

racking.

Given Taranaki has no form of wine

first week it was a bit nerve racking. All

“It was a whole new learning curve. Every

industry, it’s not as if Rowan had any first

my mates had gone off to university and

day there was something new to learn. I

hand experience. But he admits, that

were with people their own age, and I

was quite hesitant at the start, worried I

he knew enough to realise that grapes

was doing a course where I was one of

would make a mistake. These people you

grew in sunny places – and that in itself

the youngest. But looking back now, that

are making wine for are very passionate

seemed rather appealing. As did the

was actually a really good thing for me.

about the end product, which means you

control over a product from the ground

Because I had older people around me,

have to double check everything.”

up.

with lots of different experiences, and

If he needed any confirmation that

“One of the reasons I couldn’t be a dairy

everyone was really dedicated to the

winemaking should be his end goal,

farmer was because you put the milk

course.”

it came a little later in 2001, when the

into a tanker and then it goes to another

Being in Marlborough, he says, offered

course travelled to Martinborough for a

factory to be made, whereas I thought I

the students a lot of opportunities.

field tasting.

would like to see the whole life product,

“A lot of the local winemakers would

“I remember going to Ata Rangi and

throughout the cycle.”

come in and do tastings with us, which

tasting the 2000 Pinot Noir. I finally got it –

Once he had settled on viticulture, the

gave us some pretty close contacts. Then

this is what wine is all about.”

dilemma of where he would study arose.

there was all the practical side of it, being

While he could have gone from the

EIT in Hawkes Bay was one choice –

able to go out to vineyards as well as

two year course straight to Lincoln to

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2/2012 WINEPRESS

do his third year, which would give

more long term, realising he would need

like every winemaker, only has a limited

him the viticulture and winemaking

to complete the Bachelor of Viticulture

number of opportunities to make that

degree, Rowan was offered a position

and Oenology degree at Lincoln, if

perfect wine. Very few other occupations

at Whitehaven in 2002, straight after

he wanted to continue on the road to

offer their workers a once a year chance

completing his diploma.

winemaking. Two years at University and

to “get it right.”

“I had worked for them part time while I

then lady luck threw him a winning hand.

“That’s why at the end of vintage I tend to

was studying and I was pretty lucky to

While driving home to Taranaki after the

look back and think – ‘Oh I should have

be offered a job. I helped establish the

course had finished, he had to call in to

done that, or that,’ and try and remember

vineyards around the new winery (Pauls

Whitehaven and ask them to sign off that

for the next year. Every year you learn

Rd) and then moved into the winery at

he had completed work experience in the

something new. And if you are testing

harvest time and stayed here for another

winery.

wines, not just what you have created,

18 months.”

“It just happened that two of their cellar

it’s the experiences of past winemakers

Then he travelled , gaining experience –

hands were leaving that week and they

in past years that teach you. It’s an

particularly with Pinot Noir – a variety he

asked me if I was looking for a job. I

evolution; in fact it’s like golf - you never

was already falling in love with.

thought, well I probably am now the

really master it. The other thing is, it’s very

“I guess looking back, I always loved

course is over. I had no idea of where

humbling. You might do something that

being so invovled with Pinot. I thought

I was going to work. So they told me I

is really good and then you taste the next

there was something special about it as

might as well stay. So I went home for a

batch and think it doesn’t taste the way it

a variety. You are bit closer to the product

week, said hello to Mum and Dad and

should, or the way you remember it. It’s

and you have to put a lot of effort into

then came back to Marlborough. And I

like – what do I know now?”

making it. I like that.”

have been here ever since.”

Rowan like all other winemakers in the

In 2003 he worked in a small winery

These days, six years later, Rowan is

region, is now gearing up for the 2012

in Oregon, which offered up some

responsible for the Whitehaven Pinot

vintage It’s a time he admits to loving,

interesting comparisons.

Noir. While he would never say he has

especially given the new blood that

“Eighty per-cent of the production was

learnt anywhere near all there is to know

comes into the winery during that time.

Pinot Noir and the winery was much

about the variety, he admits the one thing

“They bring a lot of new energy with

smaller than Whitehaven. It was a pretty

that is vital to making a wine full of fruit,

them, I love vintage.”

old winery, one of the oldest in the region

earthiness and texture – is good fruit.

There is also the nervousness that

in fact and it was also pretty run down. So

“With Pinot Noir it’s best to be hands off,

accompanies the period, given weather

that was a big change, having just come

but you still need to know when it needs

plays such a vital role in the weeks

from the brand new Whitehaven winery to

a helping hand. You have to watch it, aim

leading up to and during harvest. The

this tiny old one.”

it in the right direction, but sometimes it’s

2008 vintage is one he will never forget.

One other difference was the way in

less is more in terms of intervention.”

“That was awful, but we have learned a

which the wine was aged. At the winery

If he could create the perfect Pinot,

lot from that. The last three years though

where Rowan was working, only 5% new

it would have a mixture of fruit and

have been pretty simple compared with

oak was used. The company used micro

earthiness.

08.”

oxygenisation in place of oak.

“I think the palate has to be quite

He’s hoping the 2012 will also be able

“Instead of putting wine into oak barrels,

flavourful with a velvety texture. Texture

to be placed in the “simple” basket,

they would pump a little bit of oxygen into

is a big thing with Pinot. I like the fruit to

with wines that will continue to impress

the wine while it was in stainless steel

stand out, but I also like the savouriness

pundits around the world.

tanks to try and mimic the barrel.”

that comes through on the back palate.”

By now Rowan was starting to think

The reality is though, that Rowan, just

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The Official Magazine of Wine Marlborough

Southern Pinot Noir Workshop NICK BLAMPIED-LANE

In mid January Hanmer hosted the 21st Southern Pinot Noir Workshop (SPNW), attended by many local winemakers. Nick Blampied-Lane from Cloudy Bay was one of those. The 4 day tasting and discussion was started to expand the knowledge base of Pinot Noir for viticulturists and winemakers alike. Instigated by Larry Mckenna and his fellow friends of Martinborough, the format was based on the Pinot Noir conference in Oregon, now in it’s 30th year. The 4 day conference involves tasting and discussion of older vintages of New Zealand Pinot Noir, current vintage samples from each participating winery and a range of Burgundy Pinot Noir. Viticulturists and winemakers gather to dissect and discuss wines with the aim of maximising the potential of this grape that is so important to the New Zealand wine industry. This year kicked off with a retrospective look at the elegant 2006 vintage followed by an in depth Burgundy tasting. The next 3 days were comprised of tasting 2011 Pinot Noir samples, one brought by each winery. All wines are tasted ‘blind’ so as not to prejudice perceptions. After each flight of 6 wines, the wines are revealed. What follows is at the core of the workshop. Each wine is scrutinised, analysed, explained and discussed. But a competition this is not. Participant wineries are encouraged to share wines that are of particular interest. This could mean anything from an experimental wine, a wine from a particular vineyard,

“Jim Clendenen, all the way from America”. a special barrel or even a wine that has deviated from it’s intended winemaking trajectory. With a collegiate approach prevalent and no media present, all comments and discussion are welcome. There are no taboos. No one captured this sentiment more than guest speaker Jim Clendenen (Au Bon Climat Winery, California). Jim entertained and informed all, with his wine, his wit and his wisdom. In this environment winemakers and viticulturists all contribute and learn from their fellow Pinot lovers. This experience is of course passed on to colleagues from respective participating wineries and thus the knowledge base of growing and making Pinot Noir is expanded significantly.

The structured tastings conclude each day with enough time for a repose before tasting the current Pinot Noir release, usually 2010 in this case. This is followed by a well lubricated evening meal. The sharing of knowledge continues with each participant bringing a variety of wines to share with the excellent food prepared by Christchurch’s own Johnny Schwass. The importance of having the workshop in a neutral venue is not lost on the hard working SPNW committee (all of whom are Cantabrians). The Heritage Hotel in Hanmer Springs has been the venue since 2001 and given the success of this workshop, that is not likely to change in the near future. None of this could happen without the continued generous support form O-I, glass supplier to much of the New Zealand wine industry. Such an event is a rare opportunity for the wine industry to share knowledge in such an open and honest way and it’s value cannot be underestimated. From a Marlborough perspective Pinot Noir is increasingly important and our presence at the SPNW should continue. It would also be fantastic to see some similar activity around Sauvignon Blanc, ironically a wine that is often overlooked for technical gatherings.

The Official Magazine of Wine Marlborough

2/2012 WINEPRESS

Designer QR Codes – A Kiwi Invention TESSA NICHOLSON

QR (Quick Response) codes have been in existence since 1994, but with the advent of smartphone technology, they have morphed into something far more valuable – a major marketing tool. Now a New Zealand company is taking

company and promotional offers.

– either on or off premises, anywhere in

that technology even further, with

Langridge says the Kiwi development of

the world.

designer QR codes that make brands

designer QR codes places brand equity

“A consumer say in America can scan

stand out.

within the design itself.

this code and it could lead them to a

Ollie Langridge of SET QR NZ says the

“The difference is that to the naked eye

number of different places. It can lead

best way to describe a

to a video of say the

QR code to the layperson,

vineyard the grapes

is; “A bridge between the

were grown in, or to

physical and the digital

one showing how the

world.”

wine was made. Video

So what is a QR code?

is a massively growing

Basically it is a 2D square

aspect, as it gives the

heavily patterned bar

consumer an emotional

code, normally about the

investment. Secondly

size of a stamp. Although

you can have a link to a

there is no limit to how big

mobile website, which is

it can be

very common. On that

A person with a

website you can link to

smartphone, (usually

other areas about the

a Blackberry, iPhone,

wine or special offers.”

Android or Symbian)

A mobile website is

downloads an application that is a QR

all QR codes look the same. So you can’t

different to the standard website, as it

code reader – Langridge recommends

tell the difference between Coke and

is developed to be viewed on a smart

Quickmark or Inigma. That allows them

Pepsi, or Qantas and Air New Zealand.

phone.

to scan the QR code with the phone’s

What we do is place brand equity or

“To make the technology really work for

camera and next thing you know, they are

design within the code itself. So people

you, a mobile website is fairly much a

directed to information about the product.

can immediately see it’s a particular

pre-requisite for the consumer to further

That information can include (in the case

vineyard or product or brand.”

engage with the product. It is not optimal

of wine) tasting notes, food matching

What these designer QR codes can do

for a conventional website to be the end

details, background information on the

is help market your product, in real time

destination of someone who is scanning

2/2012 WINEPRESS

The Official Magazine of Wine Marlborough

a QR code, because you have to use your finger to scroll not as easy on a smartphone.”

A Case Study

Langridge says the technology is only limited by the

Fromm Winery in

imagination. There is just so much that it can deliver on your

Marlborough was

behalf. There is also the ability to grow your database around

one of the first in

the world.

New Zealand to

“With a QR code you can offer the consumer a reward, say 25%

place a QR on their

off their next purchase. All they have to do is enter their details

back label. Each of

to gain the offer. By doing that you are building up a database

the five Fromm La

of potential contacts, which could be huge for the future.”

Strada wines has

You can also track who’s scanning the codes and be both time

their own individual

and geo-specific about the information you’re receiving. This

code, linking

can allow pinpoint accuracy for your marketing.

the consumer to

There has been some negativity about QR codes not providing

relevant tasting

clients with what they initially expected. Langridge says that has

notes, reviews

more to do with the way clients have used them.

and technical

“If you are using a QR code for the sake of it or because it’s

information. There is also a video component that transports

trendy, and then just leading people to a normal website, why

the viewer into the Fromm vineyards, where General

would the consumer engage with you? Therein lies the problem,

Manager William Hoare explains the clonal varieties, the

in that they are being slightly misused. You have to offer the

soil types, the whys and wherefores of the close planting

consumer a benefit of using a QR. “

systems.

QR codes can be placed on labels, on the bottle itself, or

“Basically it is as if you are in the vineyard with me, and I

neck tags. They can also be produced for shelf talkers in retail

am telling you everything you need to know about where the

outlets.

wine you have chosen, comes from.”

And given how much they are being used around the world,

William says tracking shows around 120 people use the QR

it may well be the most significant marketing tool to emerge

a month and that has been steadily growing over the past

in decades. In Japan, 50 million QR code scans are done

year. While the video is actually four minutes long, he says

daily. Admittedly, Japan has adopted the smart phone quicker

they have been surprised to note that two thirds of all people

than any other nation. But in the US, 38% of people have a

who scan the QR, actually spend time watching the video.

smartphone and according to recent Nielsen data, the number

“But one of the key things for me, is that I can be in

of US consumers with the ability to scan barcodes on their

Australia, Asia or the UK and I can be anywhere and yet

smartphones will reach 115 million by the end of this year. It

still show people our story,” he said. “We travel an awful lot

may be worth noting that there are more mobile phones in the

and I am telling the same story over and over – but people

world than PCs and TVs combined, and the vast majority of new

can’t quite get it if they can’t see it for themselves. But once I

mobile phones are inevitably smartphones

show them this – they understand.”

Which means the ability for people to scan your wine’s QR code

The QR has also been extensively used in restaurants

is greatly increasing.

to train staff about the Fromm La Strada wines – an area

It doesn’t matter where the person is, if they have a smart phone

William says he hadn’t initially expected to happen.

and your wine has a QR code, they can become informed within

The QR was designed by Reactive and William says the

a matter of seconds. Telling your story has never been easier.

link to the wine pages was not a huge cost. “Working with

around or enlarge what’s there on a conventional website. That’s

Reactive Media, the cost came to around $600 a page, not including the You Tube video, which is pretty good value for money. It is also free to download the QR code reader on your phone.”

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Marlborough Success Chris and Judi Simmonds TESSA NICHOLSON

Owners of Lone Gum Vineyard in Dog Point Road, Chris and Judi Simmonds have won close to 20 trophies for wines grown on their property, making them and vineyard manager Tim Laverack one of the most successful teams in the region. Winning a trophy for a Pinot Noir is the

Chris said if you listened to expert advice

flavour. We have been told you should

pinnacle for many winemakers. For the

there is no way this Pinot block should be

never plant Pinot east to west, we did

growers who produce the fruit, there is

award winning.

because of the shape of the block. Then

something even more satisfying – as

“We have been told by numerous

you certainly need it on clay, because

Chris and Judi Simmonds from Lone

experts that AM 10/5 is not the greatest

that gives the wine nice earthy flavours.

Gum Vineyard in Marlborough and their

clone, we should have Dijon clones. We

Our vineyard is river shingle and silt and

Vineyard Manager Tim Laverack, can

have recently been told that the rootstock

is planted at 1.8m x 3m spacings rather

attest to.

we have it on, which is Riparia Gloire

than the fashionable close plantings we

Their fruit which went into Saint Clair

gives large berries. And some say you

see going in now. You should not have

Pioneer Block 12 Lone Gum Pinot Noir

need small berries from Pinot to get

gum trees in a vineyard because the

2010 took out

eucalypt oil is

the trophy for

thought to taint the

Champion Pinot

wine – the Pinot

Noir at the Bragato

block planted

Wine Awards

in 1998, is right

last year. It was

under the gum

also awarded the

tree. And finally

Reserve Champion

we have been

Wine of the Show.

told you have

The irony for the

to hand pick it

Simmonds, is the

very carefully, we

fruit that went into

machined it, with

this award winning

a select harvester.”

wine comes from

Could the

vines that don’t fit

Simmonds have

the normal Pinot

done any more

quality criteria.

to go against the

2/2012 WINEPRESS

The Official Magazine of Wine Marlborough

Non-Residual Fungal Control

the fruit is of the best quality it can possibly be. That includes having installed partial rootzone drying irrigation, (PRD) which places the vine under deficit irrigation during the warmer months, ensuring the growth goes into the fruit, not the canopy. He also spends an enormous amount of time managing the canopy to ensure the fruit is as near perfect in quantity and quality as he can get it before the harvester comes through. “When we planted it we wanted to grow a Rolls Royce red wine. The yield (in 2010) was 7.2 tonnes per hectare – that’s spot on what I am aiming for.” The Pinot is just one of five varieties the Simmonds grow, on their two separate vineyards deep in the heart of the Omaka Valley. The others are Sauvignon Blanc, Chardonnay, Riesling and Gewurztraminer. That latter variety has also shone picking up a multitude of trophies in recent years, including the Decanter Award in 2009 for International Dry Aromatic over £10. In total since 1998 the couple have 17 trophies under their belt, 11 of those for single vineyard wines. Something they are obviously very proud of. “Winning a trophy for any variety is very special and satisfying, because it is the coming together of the grower’s work in the vineyard and the winemaker’s skills, to produce a wine which stands out from other medal winning wines at that show,” Chris said. “This is particularly so when winning a trophy for Pinot Noir, which we regard as the Holy Grail we have yet to find, but keep searching for.” Lone Gum Vineyard is one of the oldest in Marlborough, half of which was initially planted by Bill Walsh (founder of Highfield Estate) back in the 70s. When the Simmonds took over the block in 1992, they had to replant because of phylloxera, although they have stuck to the same varieties Bill originally

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had, with the exception of removing Merlot and Semillon and adding Riesling. with trophy after trophy coming its way, via an array of wine

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The Official Magazine of Wine Marlborough

2/2012 WINEPRESS

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2/2012 WINEPRESS

The Official Magazine of Wine Marlborough

UK Independents Fill Growing Niche TESSA NICHOLSON

While independent wine stores in the UK may not be the largest sector, they are certainly growing and attracting a new breed of wine drinker. Ruth Yates is the co owner of Corks Out, a chain of five independent wine stores in the North West of England. In the eight years since she opened the first store, she says the age of her customers has dropped and their needs have changed. “Five years ago our customers used to be in their late 30s and early 40s. Now they are in the 20s or 30s, and they really want to learn about wine. Most supermarkets sell at say the entry level, but we are finding that customers are becoming more inquisitive about what they are drinking. They want to find out more and that is something they can’t do shopping at a supermarket.” The independent sector makes up less than 10% of the total wine market, but Ruth says it’s growing in terms of customer base. “For example Tescos (wine sales) were down 4% over the Christmas period. Whereas we were up 15%. Our annual growth is 15% and we have had that sort of growth year on year.” Part of the reason for that could well be the point of difference Corks Out offers customers. All five stores have enigmatic (self serving) tasting machines and four of the five also offer on-trade. That is something she says has helped wine sales immensely. “We knew we had to offer a point

of difference and enigmatic tasting machines give us that point of difference. While we are always doing tastings, not everybody wants to come to or can get to a tasting, but the tasting machines help people to feel more relaxed. What we are trying to do is demystify wine. We are trying to help them understand wine if they are a novice and give more information if they are a connoisseur.” Ruth and her husband Richard were winners of a NZW marketing competition in the UK last year. The promotions run within the Corks Out stores included having New Zealand wines in all the

enigmatic machines, providing regular tastings, breaking down the regions of New Zealand, competitions for those purchasing our wines as well as a number of gourmet dinners. The well respected wine shop owner had some sage advice for local Sauvignon Blanc producers – develop a point of difference. “You have to do that, because otherwise people will think that the whole of Marlborough produces just one style of Sauvignon Blanc. We have people coming in wanting to buy Sauvignon Blanc – just not Marlborough, because they believe it is all the same and we know that’s not true ” At a tasting organised by Wine Marlborough Ruth said she was impressed with the Pinot Noirs. The majority of the Rieslings though she felt were too sweet for the UK market, which prefers a drier style. The same with the Rosés. She also believed there was a growing market for Chardonnay. “You make some great Chardonnay here and the UK has turned around in terms of Chardonnay. It is loving it again.” Which goes to show that the wine industry is subject to trends just like everything else.

The Official Magazine of Wine Marlborough

2/2012 WINEPRESS

Water Take Regulations TESSA NICHOLSON

How do the new government regulations on metering water intakes affect you as a grower? Taking effect as of November 2010, the

already have metres in place. (There are

first hand when they are nearing their

new regulations relate to anyone who has

one or two that don’t, but they are the

daily, weekly or monthly take.”

resource consent to take fresh water at a

exception.)

The Council is also planning to tie the

rate of five litres per second, or more.

“In the majority of cases, the current

information to any irrigation cut off levels

In Marlborough’s case that means 705 of

Council consent conditions are stricter

for rivers and aquifers in the region.

the 1551 individuals or companies that

than the new Government regulations,”

have resource consent will be affected.

Dave says.

The following are the deadlines for the

The most important thing to remember,

phase in period.

is that whatever the stricter of the

• 20 litres per second or more – before November 10, 2012

the one you must comply with.

• 10 litres per second up to 20 litres per second, before November 2014 • 5 litres per second up to 10 litres per second, before November 2016 A major component of the new regulations is that all water metres have to be verified to +/-5% accuracy by a Blue Tick approved individual or business. Returning meter readings will vary according to individual consents, but the minimum any person will have to file information is annually. Others may have to file returns six monthly, monthly or even daily, depending on their existing consent conditions. Before you throw your arms in horror at the prospect of even more work or cost, you need to realise that your current Resource Consent is probably more rigid than the new regulations. Dave Lane from the MDC says Marlborough has had universal metering as a provision in its plan since 1997, which means the majority of people

2/2012 WINEPRESS

conditions, (MDC or Government) that is

Blue Tick Programme As mentioned, all meters will have to be verified as providing accurate readings, at plus or minus 5%. Verification must be done by people or organisations who have been approved under the Blue

Irrigation Scheme Users

Tick programme. This programme has

For those who are members of one of the

been established by Irrigation NZ and

three irrigation schemes in the province,

the Ministry for the Environment, with all

will NOT need to return regular water

approved providers subject to on-going

usage data to MDC.

performance audits by Irrigation NZ and/

“As far as the regulations are concerned,

or the MDC.

I am interested in one metre and that

Further information is on available from

is the metre at the start of the system

www.mfe.govt.nz or from the MDC.

(the take out of the river or aquifer). Everybody else that is down stream taking water from the scheme, is controlled by the scheme.”

New Consent Holders The new regulations have a phase in period but only for those who held a Resource Consent prior to November

Filing Data

2010. If you have been granted a consent

The MDC has established the Water Take

since that date, you need to comply with

Data Management System (WTDMS)

the regulations immediately.

which allows you to do all the necessary work online. “People will log onto a secure webpage and enter their meter reading, they will be able to see all their previous readings and be able to see a graph showing what they have taken in relation to their consent. So people will be able to see

The Official Magazine of Wine Marlborough

Wine Happenings A monthly list of events within the Marlborough wine industry. To have your event included in next month’s calendar please email details to tessa.nicholson@me.com

FEBRUARY 10

Nuits Romantiques at Clos Henri Vineyard – Start time 8.30 – movie begins at 9.30. Sit among the vines, enjoy a glass of

Marlborough Wine & Food Festival – Brancott Estate Vineyard. NZ’s best blend of wine, food and entertainment.

Brancott Estate Herirage Centre - Bubbly Breakfast 8.30am-10.00am. Perfect way to start this years Marlborough Wine

wine and watch a French movie.

and Food Festival. Booking are essential. 13 – 27

WSET Level 2 Certificate – Auckland. Details – www.nzsws.co.nz

Classic Hits Winery Tour – featuring Gin Wigmore, The Mutton Birds and Avalanche City. Villa Maria Estate. Tickets

Sydney International Wine Competition Banquet

available www.ticketmaster.co.nz Dinner and Trophies announced – Sydney. Details www.top100wines.com MARCH 1

Decanter World Wine Awards Competition – entries close. Details www.decanterworldwineawards.com

Waipara Valley wine and Food Festival – Mud House Winery and Café. Details www.waiparawine.co.nz

Dogpoint/Logan Brown Classic Kiwi Picnic. At Dogpoint Vineyard. Tickets limited – details at info@ dogpoint.co.nz

Have confidence in your vineyard Plant Certified Vines Secure your 2012 vines before the post vintage rush

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Royal Easter Show Wine Awards Dinner – Auckland.

AUGUST 22 - 24

Romeo Bragato Conference – Blenheim

SEPTEMBER 4–6

Spiegleau International Wine Competition judging – Blenheim

OCTOBER 15 – 17

Marlborough Wine Show judging - Blenheim www.mistyvalley.co.nz

Call us on 0800 444 614 or contact Rex on 027 49 80 183 rex@mistyvalley.co.nz Donna on 021 84 98 39 donna@mistyvalley.co.nz

The Official Magazine of Wine Marlborough

2/2012 WINEPRESS

News From Home and Away Romeo Bragato 2012

novel promotional tool, New Zealand is the first wine country to

The annual wine industry technical conference comes back to

be featured.

Blenheim this year, with a few changes to the format. Instead of it being held over three days, it will now run for just two. Beginning on the Wednesday afternoon, it will conclude mid afternoon on Friday. There will be a Bragato dinner, along with the Bragato Wine Awards. However there will no longer be the Silver Secateurs competition. Instead organisers intend focusing on the Young Viticulturist of the Year. In terms of information transfer, Philip Manson from New Zealand Winegrowers, says there will be more emphasis on applied viticulture and oenology and less on “state of the

Other Visitors The Wine Marlborough team has been frantically busy with guests over the past few weeks. Along with Chantal Chi and Ruth Yates, (see story page 25) the region has also hosted eight other international guests. They include; Gregory Dal Piaz from US, Debra Meiburg MW – Hong Kong, Christine Austin – UK and Ireland, Andrea Montanino and Stephen Moran – Canada, Erica Duecy – US, Julia Jenkins – UK and Ireland and Tommy Hergenhan – Germany.

nation” seminars.

Marlborough Wine and Oysters

The dates for Bragato 2012, are August 22 – 24.

Marlborough Sauvignon Blanc has dominated the Old Ebbitt

Marlborough Wine in Chinese Taxis The recent visit to Marlborough by one of China’s leading wine educators, will directly lead to the region being exposed in 60,000 taxis in Shanghai, Beijing and Guangzhou. Wine writer Chantal Chi, who is based in Shanghai, was accompanied to Marlborough by a Chinese film crew. Footage shot in the region will be processed into vignettes of the wine industry, for a company called Touch Media Co. This will then be available via touch screens in the taxis, allowing people on the go to find out more about the Marlborough and New Zealand wine industry. A

Wines for Oysters Pairing Competition (in Washington DC) for years now, and the 2011 competition (held in November) was no exception. Marlborough dominated, taking out the top three places. Grand Champion Wine – Jules Taylor 2011 Sauvignon Blanc 1st Runner Up Wine – Villa Maria Cellar Selection Sauvignon Blanc 2nd Runner Up Wine – Wither Hills 2010 Sauvignon Blanc Gold Medal – Nautilus 2010 Sauvignon Blanc. Congrats to all!!!

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Disclaimer: The views and articles that are expressed and appear in Winepress are those entirely those of contributors and in no way reflect the policy of the Marlborough Winegrowers. Any advice given, implied or suggested should be considered on its merits, and no responsibility can be taken for problems arising from the use of such information.

2/2012 WINEPRESS

The Official Magazine of Wine Marlborough

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