The Marketing Place: Sauvignon Blanc Day
New Zealand Winegrowers was again at the forefront of International Sauvignon Blanc Day celebrations recently, with retail, media and influencer activity across all of our major markets.
Tell us a bit about recent successes in South Korea.
New Zealand Trade and Enterprise (NZTE) works with more than 30 New Zealand wine companies in South Korea. We help them enter and expand by identifying the best in-market partners and channels. We also promote New Zealand wine and provide a platform for our wine companies to engage with industry leaders and target consumers.
NZTE Head of Business Development You-Jin Lee led our efforts this year, to run activations like Sauvignon Blanc Day at Gost Beach, livestreaming wine and food pairing sessions, arranging masterclasses with the Korean Sommeliers Association for visiting New Zealand winemakers, and targeted media campaigns. This is part of a multiyear programme which has resulted in more New Zealand wine companies targeting the South Korean market.
The Sauvignon Blanc Day on the east coast here shows our innovative approach to promotions. We invited 10 travel and lifestyle influencers and five media to the event, which included a food and wine pairing session lead by Sommelier Yang Yoonju and star chef Jeon Hyun Woo.
What's the appetite for New Zealand wine there?
New Zealand is the fastest growing wine exporter to South Korea. In just five years our sales have grown from $3 million to $20m in 2022 and our wines command a premium. The growth has been driven by younger female consumers falling in love with New Zealand Sauvignon Blanc. Our red wines have also been noticed. Lydia Ko gave Te Mata Coleraine as gifts to her wedding guests in Seoul, creating significant media interest in Korea. Last year saw New Zealand wine consolidate its position in the market and early indicatons from 2023 are for growth, despite competition from whisky, notably the trend of highball drinks, and Korean consumers spending more on overseas travel (hopefully to New Zealand).
How important are sustainability stories in this market?
Our recent Earth Day media campaign focused on the sustainability credentials of the New Zealand wine industry. Korean consumers are impressed with our longstanding commitment to sustainability, including organic and biodynamic practices. It further enhances the New Zealand wine industry's reputation for innovation and treading lightly on the land. South Korean consumers link this to the fresh, crisp, fruit driven wines that New Zealand produces.
