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Sophie Preece
OPINION: The United States wine market has changed forever, and companies cannot use same old playbook, said Erin Kirschenmann at the New Zealand Wine 2026 Wine Business Forum in August.
BUT New Zealand is the only country that has seen growth in wine value, and those who “stay the course” will see the highest rewards, she said in a presentation that veered from pessimism to potential
It was a theme echoed throughout the day, with Sonal C Holland MW emphasising that the New Zealand–India Free Trade Agreement won’t yield results overnight, in what is a highly complex market. BUT those who act early, commit fully and practise patience could find success in the world’s “next big alcohol market”. In South Korea there is relatively low awareness of New Zealand wine, said You Jin Lee. BUT “once they get to know New Zealand wine, Koreans fall in love”.
The forum was a day packed with advice and insights, including an engaging session with Tim Lightbourne and Rachael Everitt from Invivo, and excellent artificial intelligence guidance from Justin Noland, which we will cover in the next edition. There was also an extended focus on wine tourism, including the links between wine visitors and growth in wine exports. Global wine commentators are increasingly describing wine tourism as a “strategic growth engine” to help address the challenges facing the global wine sector, says Charlotte Read.
Beyond the speaker programme, the day was a valuable opportunity for industry members to connect, which continued at the Celebration Dinner, held hard on the heels of the forum. Five New Zealand Winegrowers Fellows were recognised during the evening, along with the Young Viticulturist and Young Winemaker of the Year, Kris Godsall and Nick Lamain, who grace this month’s cover. Times might be challenging right now. BUT this collegial industry knows the power of celebrating success.
Sophie Preece
EDITOR
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