NZ Wine Brand For Key Overseas Markets

MEDIA RELEASE

31 July 2007

New Zealand Wine Set to Take Key Overseas Markets on a Journey of ‘Pure Discovery’

New Zealand Winegrowers has launched its new brand which celebrates the success story of New Zealand’s world-class wines and captures their distinctive flavour.

The new Pure Discovery brand, launched yesterday at the New Zealand Wine Exporters’ Forum in Wellington, is the result of in-depth research in Australia, Britain and the United States to find out how our wines are perceived in those key markets which account for 80 per cent of New Zealand’s export sales.

New Zealand Winegrowers asked the top importers, retailers, restaurateurs to rate how our wines are performing in their markets and how they are perceived by themselves and consumers.

The research, carried out over the past 12 months, showed differences between the three markets in their attitudes to and perceptions of New Zealand wine, but there were strong, common findings, said Chris Yorke, global marketing director, New Zealand Winegrowers.

“The New Zealand Wine brand has changed and evolved over the years. Our latest research confirms that ‘Pure Discovery’ is the next stage for New Zealand wine,” said Mr Yorke.

“The Pure Discovery brand resonates across all of the markets. It is an invitation to experience something exceptional and reflects our expanding reputation for innovation and our intense natural experiences including the sensory experience of wine.

“Competition is intensifying in the key overseas markets and New Zealand needs to promote the distinctive attributes that make our wines stand out from the rest. We believe the Pure Discovery brand achieves this,” he said.

In Australia, Britain and the United States, the research showed that New Zealand wines are perceived as being exceptionally high quality and value for money.

In both the United States and Australia, our unspoilt environment and ideal growing conditions are seen to be what allows winemakers to produce outstanding wines.

Research also showed that the wine drinker’s profile is shifting with younger people, woman and couples purchasing and taking an interest in New Zealand wine. The new Pure Discovery brand encourages new wine drinkers, in these key markets, to continue learning about New Zealand wine and the quality in which it represents.

With export forecasts on-track to reach NZ$1 billion by 2010 and trending to $2 billion by 2015 New Zealand Winegrowers encourage wineries to embrace the new brand which is set to take New Zealand wine to the next level in the overseas market.

- ENDS –

Research Highlights

United Kingdom

- A noticeable trend that people are moving away from ales and spirits and wine is taking on a wider market appeal

- Supermarkets sell the majority of all off-trade wine sales attracting all buyer segments.

United States of America

- United States is the largest wine market in the world

- Per capita, wine consumption is at an all time high

- New Zealand is seen as an unspoilt environment with ideal growing conditions which positively affects our wine

- New Zealand wine is perceived as consistently high quality and value for money.

Australia

- Australian perception of New Zealand wine is “quality, quality, quality....”

- Australia’s wine drinker profile is shifting – younger and more women and couples purchasing

- Favoured varietals are Sauvignon Blanc followed by Pinot Noir and Cabernet Merlot all with a good reputation, respect and strong demand.

ENDS

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