Farmers puzzled by Air NZ’s vege burger
Farmers say they are puzzled why Air New Zealand is promoting an overseas-produced plant protein burger but not the Kiwi company that supplies them with world-leading transportation fabrics.
Sebastian Braun, wine buyer from Sweden’s retail monopoly board Systembolaget was one of two international judges involved this year. Sweden has been identified by NZW and NZTE as having potential to grow dramatically as an export market in the coming years, and is already living up to that potential. Braun says in five years, New Zealand’s market share in Sweden has grown three fold.
A lot of that he puts down to the large 2008 vintage, that led to producers looking for new markets outside the tradition UK, Australia and American ones.
“From not receiving many offers, we suddenly received a lot,” he said. “We have seen the market share grow from 0.4 per cent to 1.2. It is still very limited, but three fold in five years is very good.”
While Sauvignon Blanc was pushing sales, Braun said there are other varieties that would easily fit into the Swedish market.
“Stylistically New Zealand is on the right path with Sauvignon Blanc and Chardonnay. And there is great potential for Syrah. I think we will see more of that in the future.”
While Braun was very impressed with the Pinot Gris coming out of New Zealand, he said it was a very hard sell in Sweden. However, Riesling is a variety the Swedes love.
“Riesling works quite well and we have a strong following for it.”
Sweden is a market that has adopted wine only in the past few decades, according to Braun.
“It exploded in the 1990s and is still growing. It appears to be taking market share from spirits and beer. Initially we used to drink far more red wine (than white) but now there is a 60 – 40 mix. (Red over white).”
He said there are also two very defined categories within wine. One is the sweeter “juicier” styles from Italy, made with partially dried grapes. The other category, which is where Braun feels New Zealand fits perfectly, is the premium wines, which are classic, drier with very subtle oak. This is an area where people are prepared to pay more, if they know they are getting higher quality.
“There is a lot happening in New Zealand,” he said. “It is creative and offers new products, categories and size all the time. As opposed to Australia and Chile, New Zealand is very dynamic.”
While Sweden’s monopoly system may seem difficult to manoeuvre for many producers, Braun says it is a transparent system that works well, so long as you have a good relationship with your importer. (Systembolaget does not have an importer’s licence – meaning you need to work with one yourself). He said apart from launches of small parcels of exclusive wines, such as say the top New Zealand Chardonnays or Pinots, Systembolaget buys in a fixed volume.
“There are different distribution levels, so you can be listed in all 240 shops across Sweden, or maybe just in say 20 stores.
“You go through a tender system which means that we send out an offer for say a Sauvignon Blanc in a particular price category, from a specific region and with a certain amount of wine required. If you win the tender, you will have a guaranteed listing of six months, but which could be a long lasting listing. We have a few wines which we have been selling for 20 years now.”
And if you have already woven your way around monopolies in other countries, Braun says you will not find Sweden in the least bit difficult.
