Altogether Unique

We're in built-up mode for many amazing events across the New Zealand wine sector, and tickets are now on sale for our annual Wine Business Forum on 27 August at Te Papa in Wellington.

Entitled ‘Winning in Changing Markets’, a great speaker line up will delve into the opportunities ahead in the realm of AI, emerging markets and wine tourism, plus much more.

The day provides an excellent opportunity to connect with peers, share knowledge and take away something actionable for your business.

Planning for Sauvignon Blanc New Zealand 2027 is also in full swing, offering an incredible opportunity to showcase Marlborough, and also for leading voices from around the wine world to explore our diverse wine regions and varietals, then share their learnings with their audiences (and hopefully be able to insert a white wine emoji when they do).

New Zealand Wine In China

In March, NZW opened the 2026 season with an "Exhibition + Forum + Experience" showcase at the Chengdu Wine Fair, joined by 26 premium wineries.

This forum revealed strong 2025 data: exports to China grew 58.5% in volume and 31.5% in value, making New Zealand the fifth largest imported wine source, with white wine now over 88% of our exports to China driven by the "everyday Sauvignon Blanc" trend.

Speakers from instant retail, e-commerce, F&B and content platforms agreed that Marlborough Sauvignon Blanc is winning young Chinese consumers, becoming a daily staple for self reward, food pairing and light buzz moments. The momentum continued in April, with the annual NZW roadshow in Beijing, Wuhan and Guangzhou bringing together 70 premium brands and more than 300 wines, attracting over 1,700 trade professionals.

Masterclasses led by leading China wine voices Yang Lu MS, Leon Liang and Julien Boulard MW were fully booked, with strong support from New Zealand Trade and Enterprise, Ministry for Foreign Affairs and Trade, and embassy representatives.

Canada - Vancouver Winefest

NZW participated in the 47th annual Vancouver International Wine Festival, pouring 12 wines that highlighted the strength and diversity of the country’s key varietals, including Sauvignon Blanc, Chardonnay, Rosé, Pinot Grigio and Pinot Noir. The activation provided both trade and consumers with guided tastings that showcased a range of styles and price points, generating strong interest from top-tier trade and highly engaged consumers alike. This approach reinforced New Zealand’s reputation for quality and versatility, while deepening understanding of the region’s flagship categories in a highly influential market.

Impact in Ontario with the LCBO

Senior LCBO staff visited New Zealand in February 2025, for a structured programme of winery visits, tastings, and participation in Pinot Noir New Zealand 2025, building direct producer relationships and identifying opportunities in premium wines, varietal diversity and innovation. These insights translated into tangible outcomes, including new listings, upcoming product development, and integrated promotional planning with NZW Canada.

This momentum carried into market through key activations, including New Zealand’s sponsorship at the LCBO Discover Vintages event, a consumer event for 400 people, and a strong presence at ‘SIP: The Ultimate Tasting Experience’, where wines from the Vintages “A” release, featuring New Zealand wine, were available in the onsite retail store. Together, these user pays activities connected in-market learnings with trade engagement and consumer exposure, supporting new listings, driving awareness, and strengthening the overall positioning of New Zealand wines within the LCBO.

White Wine Emoji

Juliana Foster

In a world where red wine, beer and even cocktails all have their own emoji, one thing is conspicuously missing: white wine. First raised by New Zealand Winegrowers in 2022, the idea was reignited this year with renewed energy – and an invitation for wine lovers everywhere to join the cause. The simple provocation resonated. If emojis reflect everyday culture, why doesn’t white wine have one? What started as a playful observation quickly gained momentum, evolving into a genuine advocacy movement supported by consumers, industry figures and wine lovers across the globe.

To date, more than 1,470 people from 45 countries have signed the White Wine Emoji petition. The campaign has also delivered strong cut-through beyond the trade, generating 45 media articles and radio interviews, and reaching an estimated 17.6 million people, with an editorial advertising value of $4.8m. Coverage across wine, rural, lifestyle and mainstream media has helped place New Zealand white wine at the centre of a broader cultural conversation. While the long-term goal remains a formal submission to the Unicode Consortium, the campaign has already achieved something equally valuable: reinforcing New Zealand’s reputation as a creative, confident global advocate for white wine. All it took was a missing emoji, a little persistence and a willingness to raise a glass.

Juliana Foster is NZW Global PR Manager