The Social Place: Sharing the stories of New Zealand wine

"The buzz and excitement of harvest, chilly mornings, and the joy of bud burst. Every year's vintage is a chance to try new release wines - it's such a cool circle of life throughout the year," says New Zealand Winegrowers' (NZW) new Communications Manager. "Living in wine country definitely influences my approach, and I like to think that I have members' needs at the heart of everything I do."

Chrisy's path to wine came via real estate. "After 10 years working in advertising agencies in Auckland, I decided to shift to Picton. I was ready to buy a house and not only was Marlborough stunningly beautiful, but property prices were very affordable versus Auckland," she says. "That was when I discovered Marlborough was a wine producing region." In 2013 she joined the Mud House (now Accolade) marketing team "and that was the start of my career in wine".

Chrissy moved to Waiheke Island two years ago, and spent 12 months with boutique producer Tantalus Estate, "from one paradise at the top of the south to a tropical island in the Hauraki Gulf". There are similarities between the two wine regions, with a strong sense of community, lush native forests, and stunning sea views, Chrissy says. "It's nice living close to the vineyards, olive groves and sandy beaches. And there are no traffic lights on the island - just like Marlborough."

She enjoys the "vine to table" nature of working in wine. "Farming, science, sustainability, branding and marketing all have their role to play, and that makes it a unique and interesting industry to be part of." She's also found collegiality, hospitality and generosity. "It feels like we are part of something bigger and I think that is evident when talking about New Zealand wine on the global stage. It is an industry to be very proud of."

In her time in wine, Chrissy has seen plenty of changes, including in digital marketing, which was emerging as a "nice to have" 15 years ago, but is now an essential part of the marketing mix. "Bringing stories to life through rich content allows people in every corner to connect and explore the uniqueness of New Zealand wine."

The global lockdowns of the Covid-19 pandemic accelerated the use of digital platforms, "and in some ways connected the world with a common experience", she adds. "Dreaming of a getaway to the pristine shores and stunning wine regions of New Zealand would have been pretty attractive to someone living in London, New York or Melbourne."

When it comes to a future involving artificial intelligence (AI), she recalls the beginning of her work life, when fax machine and cellular phones were exciting new technology. "I believe that AI will help us to save time by making mundane tasks seamless, and in turn allow more time for creative endeavours and connection. Online shopping is part of the mix, but nothing beats a real experience with wine at a cellar door, in a restaurant, festival, or from a retailer."

During her nine years living in Marlborough, Chrissy worked with the volunteers of Kaipupu Wildlife Sanctuary and of the predator free charity Picton Dawn Chorus. And in 2019 she helped lead the Tuia 250 ki Tōtaranui team activating five days of commemorations that marked the first meetings between Pakeha and Māori with the arrival of Captain James Cook.

She says sustainability is a key differentiator for New Zealand wine "and as an industry we are focused on demonstrating our commitment to the future". Sustainable Winegrowing New Zealand (SWNZ) encourages social and environmental practices, and many in the industry are already very active in the space, Chrissy says. "It's a long-term view, but ultimately these initiatives will see cost savings, and future proofing as the climate changes."

When it comes to her new role, Chrissy says there's a lot happening behind the scene at NZW in the areas of advocacy, environment, brand, and research, with the communications team providing support to each. "What's most challenging is ensuring our members are aware of everything that is happening." She's looking forward to attending an exciting lineup of industry events in Christchurch this November, starting with the Wine Business Forum. With international speakers including Oz Clarke, Rob McMillian, and Lulie Halstead, members will have access to a global view of the opportunities and challenges the industry faces, Chrissy says. "This year's theme, 'The Importance of Brand', is a great choice, given the recent work to refresh the New Zealand Wine brand."

The Altogether Unique - A Celebration industry dinner follows on from the forum, and will include the announcement of the 2023 Young Winemaker of the Year, recognition of the 2023 Fellows of NZW, and acknowledgement of the efforts of those impacted by Cyclone Gabrielle. The following day is a morning at Te Whare Waiutuutu Kate Sheppard House for the Women in Wine networking event. "It is going to be a wonderful 24 hours of inspiration, information and connection."