Santa Clara University

New Zealand Wine Industry

Photo of David CunliffeKey Dates
1959 – Licensed restaurants allowed
1960 – Wine production: 41 million liters
1963 – First significant exports of New Zealand Wine (post – WW2)
1965 – First domestic wine competition held
1968 – New Zealand Grape Growers Council established
1980 – Export sub-committee of Wine Institute (WINZ) formed Value of wine exports $ 393,000
1981 – Wine Makers Act
1981 – Provisions established for licensing winemaking and wine export certification
1982 – First NZ wine tasting, London. Largest presentation ever of NZ wines internationally
1988 – Exports jump to nearly 2.9 million liters and $11.6 million
2006 - Driving growth was a solid sales performance in international markets. Exports grew by 12% in volume and 18% in value to reach record levels of 58 million liters earning $512 million this year.Photo of variety of New Zealand wines

Key Participants

  1. New Zealand Winegrowers: New Zealand Winegrowers was established in March 2002 as the joint initiative of the New Zealand Grape Growers Council, representing the interests of New Zealand’s independent grape growers, and the Wine Institute of New Zealand, representing New Zealand wineries.
  2. The Wine Institute was established in 1975 by and for New Zealand winemakers. The role of the Wine Institute is to promote and represent the national and international interests of the New Zealand wine industry and New Zealand wine makers. Currently (June 2004) the Institute has 550 member wineries.
  3. The New Zealand Grape Growers Council was established in 1968 by and for New Zealand Grape Growers. The Council is a national organization with strong links to its regional base. Currently the Council has in excess of 600 levy paying members.

Photo of New Zealand dinnerCurrent approach the Wine Industry
New Zealand is currently striving to provide a strong, unified, and differentiated positioning for New Zealand Wine. The focus is on providing a premium, quality product (largely Sauvignon Blanc) as the result of regional diversity and innovative industry techniques that encourage highly distinctive wine styles.

Key resources utilized for growth
Ongoing improvement and innovation are necessary for the industry to keep pace with its highly sophisticated competitors. Winegrowers’ research program provides a framework for initiating research focused on understanding and improving the qualities that make New Zealand wine successful.

Strategy for growth/international operations

  1. Deepen penetration of existing markets: Market specific promotions, channel specific promotions, leverage key blue chip events
  2. Open New Markets: Develop new markets in Asia, mainland Europe and outer regions in existing markets.
  3. Leverage Brand New Zealand: Build upon strategic relationships with Air New Zealand, Tourism New Zealand, New Zealand Trade and Enterprises, food companies, etc

It wasn't the wine...

Photo of celebratory tour of New Zealand wine industry