The Marketing Place

In the next couple of months, we look forward to travelling to our wine regions to share with our members how this refreshed brand story will be the foundation cornerstone on which our regional and member winery stories are built. This alignment is critical to maximise the impact of our messaging. A focused approach is also essential. This branding work has been informed by global research that helps us pinpoint high value markets and consumers for New Zealand wine, so we can be more targeted and gain a better return on our marketing investment. This 'marketing reset' has given us some real energy and enthusiasm for what we can achieve together and how we can convey the sense of purity, care and innovation that makes New Zealand wine 'Althogether Unique'. 

Ngā mihi

Charlotte

Charlotte Read is General Manager Marketing at NZW

International Pinot Noir Day

To celebrate New Zealand's top exported red variety, NZW ran a public relations and social media campaign to mark Pinot Noir Day on 18 August, in conjunction with the provision of a toolkit for use by members, wider trade and media. NZW worked with media to tell the New Zealand Pinot Noir story by sharing a media kit with a series of stories, including facts about New Zealand Pinot Noir, Pinot personalities, and imagery. On social media, members were encouraged to use the toolkit along with hashtags #lovenzpinot and #nzwine to engage with their consumers. Results from the campaign were strong, with 1,400 toolkit downloads, 8,600 social media post engagements, and a combined social media and PR reach of 160,000.

Canadian collaboration with Tourism New Zealand

NZW recently collaborated with Tourism New Zealand in Canada to celebrate the reopening of New Zealand's borders, by recreating a Marlborough Sounds experience on Lake Ontario, with an evening yacht cruise.

Twenty of Toronto's top travel, lifestyle and wine media were shown the diversity of New Zealand wine styles and varietals, with 12 wines paired with some of New Zealand's culinary delights, including Greenshell mussels, New Zealand lamb, and fruit pavlova. Well known wine writers John Szabo and Sara D'Amato from Wine Align attended, as well as Toronto Life, Good Food Revolution and other high-profile titles.

In Shanghai

With China still experiencing pandemic restrictions, it was wonderful to have 38 qualified China-based wine professionals and media come together for two days of intensive tasting and tutoring on New Zealand wine, in the Advanced Certification Programme.

Fongyee Walker MW presented the content, and a selection of 24 wines across regions, varieties and styles were tasted. The programme has been running in China for 10 years, with more than 220 graduates. This is the seventh year NZW has organised the programme, with attendees who pass the exam awarded the New Zealand Advanced Wine Certificate - the highest level of industry and government-backed New Zealand wine certification available in China.