In the previous post's comments, TSB asked what 'town,' name should be given to NZ's equivalent to a Bordeaux-style wine. This made me think about the New Zealand geographical areas and their meaningfulness on the world stage. Outside of the 'appellation' area of Marlborough, the wine drinking world knows virtually nothing about New Zealand's regions and the non wine drinking populace wouldn't even know Marlborough. Asuming that a few people in the world know where New Zealand is, they might have seen it on a map and noticed that it is in two pieces - a North Island and a South Island. If we want to be taken seriously on the world's wine drinking stage (and by serious I mean actually sell some of the stuff and not witter on about how good everything is) we need to simplify our proposition so that stockists and consumers have some minimal understanding of what they are buying. New Zealand, as far as the rest of the world goes makes decent Sauvignon Blanc. The average drinker looking for a fresh, crisp light styled wine probably doesn't think in terms of varietals but may think in terms of country. The best NZ Sauvignon Blanc comes from Marlborough and Nelson with some Waipara stuff making the grade. These regions are in The South Island. The next largest varietal planting is Pinot Noir. The best on average comes from Waipara, Central Otago and Marlborough - again from the South Island. Next largest planted varietal is Chardonnay. The best comes from Hawkes Bay and Gisborne from the North Island. The next largest planted group of varietals that are often blended are the 'Bordeaux' varietals - Merlot, Cabernet Sauvignon, Cabernet Franc etc. The best examples come from Hawkes Bay and Waiheke Island - the North Island.
So. How do we easily market these around the world? I suggest a New Zealand South Island white wine in a 'bordeaux' shaped bottle. This is Sauvignon Blanc.
A New Zealand South Island red wine in a 'Burgundy' shaped bottle. This is Pinot Noir.
A New Zealand red wine in a 'Bordeaux' shaped bottle. This is the Merlot. Cabernet Sauvignon etc. blend.
Lastly a New Zealand North Island white wine in a 'Burgundy' shaped bottle. This is Chardonnay. Now I know that New Zealand makes good Riesling, Syrah, Pinot Gris and a few other varietals but - does the world know or care? Keep it simple. Don't confuse the punters and lets all make some serious money out of this potentially great export product.
10 comments:
This is very interesting. Perhaps I coming to New Zealand some day.
Aurel Mueller
Do you think we should be copying European bottle styles?
NZ was amongst the first to use screw caps for quality wines, so why not be first in different bottle or alternative container types.
And what about casks, as I believe you call wine boxes here in NZ. Some good/reasonable quality wines can be obtained in this way in the UK.
You could label it as "A taste of New Zealand, fresh, fruity and direct from the windswept slopes of Nuova Lazio"; "Try Lazio's Liquor Today"
TSB. Don't give up your day job.
"TSB. Don't give up your day job"
Why?
Is it the casks or is it the "Try Lazio's Liquor Today"
Actually one of the most popular vino in Scotland is a concoction called Lang's Liquor, or Lanny to the conoscenti.
Maybe Nuova Niersteiner?
"Do you think we should be copying European bottle styles?"
Good question TSB. Obviously posed before that discount Merlot had an effect or before the post prandial Scotch.
NZ did experiment with distinct, geographical bottles in the 1990's. All (signed up) Central Otago producers put their wines (mainly Pinot Noir but other Germanic varietals could also be seen in them) in a dark, very tall 'riesling-style bottle. This actually worked for a while because:
1. Central Otago needed to differentiate itself
2. Production volumes were low
3. The wines commanded ridiculously high prices ($30 plus a bottle back in the 90's)
The bottles were imported and very expensive. The plan was unsustainable.
Going forward, NZ needs to match is wine offerings to internationally recognisable wine packaging. There are obvious exceptions (Cloudy Bay for God's sake is in Burgundy packaging!). Bordeaux green for Sauvignon Blanc. Burgundy French Green for Chardonnay. Bordeaux green for the Cab/Merlot blends. Burgundy dark green for Pinot Noir.
Tis is the International standard.
"And what about casks"
Australia were the first to experiment in this form of wine packaging and NZ quickly followed to the point where the majority of wine production in the late 80's through the 90's was in 3 litre casks.
At first the wines were seen to be 'premium' before it gradually became known that the wines were crap. Not that they started out as crap but because so much 'sulphuring' and preservative addition was necessary that the wines ceased to be fresh. This is because the packaging has a limited shelf life. Over time, as the resultant wine was crap anyway, producers stopped putting the good stuff in the casks and put crap in - eventually imported crap.
There has been a resurgence of interest in wine casks in the UK, Europe and USA but basically it is marketing hype driven by producers needs to move volumes. The wines don't have a decent shelf life.
Jesus turned water into wine. Now, there's a shortcut method, if you're prepared to believe in him.
nzwineguy.blogspot.com/2005/07/wine-fable.html
Second, are you a Presbyterian?
"Second, are you a Presbyterian?"
No he's a brainy pester.
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