Central Otago Wine: Collaboration fuels growth and tourism

The Good: Pure Pours - Central Otago. A new initiative, driven by the narrative of Pinot Noir New Zealand 2025 speakers, encouraging the wineries to get seen in market. Pure Pours took 17 Central Otago wineries on tour traversing three Australian cities and pulling off six events in four days. We had over 450 consumers join us and 300 trade registered to celebrate Central Otago wine. The biggest realisation? We, the producers of Central Otago, can take charge of our own story. The regions have a compelling story to tell and there are consumers there ready to hear it and taste it.

The Bad: The squeeze is real. Margins are tight, global sales are softening, and costs keep climbing. Despite this, we hold steadfast to producing quality wines without compromising on care and stewardship of the land. Add to that a proposed gold mine, set amid our world-renowned vineyard landscapes and tourism heartland - the contrast in values is hard to miss. It's a battle between caring for the land and taking from it. How do we fight against fast-tracked legislation, closed doors, and quiet deals? The threat is not just Central Otago's reputation, but New Zealand's. Are we the only ones with gloves on?

The Awesome: Wine tourism is strong with visitor numbers climbing. Adding to this, our cycle trail network is ever expanding... you'll soon be able to ride between all of our winegrowing subregions across Central Otago to Queenstown and Wānaka, linking cellar doors and accommodation along the way. There's more awesome to be mentioned: our people. From our board members to the committees to every grower and maker - it's our community that makes everything we do possible (and keeps us smiling when things get tough). Collaboration has always been, and still is, Central Otago's secret weapon. A glass in hand helps too.