It was only last August at their AGM that the possibility of moving away from the name Nelson Wineart was first raised. Some of those present felt maybe this designation had passed its use by date.
What began as a discussion, moved at an exponential pace into a decision to strategically review the entire positioning of Nelson Winegrowers and their marketing arm. Chair of the marketing committee, Andrew Sutherland said two consultants were employed to help with the review, which began with extensive interviews of industry members including growers and winery owners.
“We also talked to wine writers and influencers as well as people from around the world,” Sutherland said. “We wanted to test their perceptions of the Nelson wine region, and our name and what it meant to them. The over riding conclusion was we should move away from using Wineart to something new.”
The Wineart title was always an appropriate one, given the strength of the artistic community residing in the Nelson region. No more so than when the city was home to The World of Wearable Arts, (which has now moved to Wellington). But it was fairly obvious Sutherland said, that it was no longer as appropriate in this day and age.
The end result is Wine Nelson will be the new moniker for the region – simplistic and to the point.
But the changes don’t stop with the new name. There are three other goals the organisation is working towards as well.
“Firstly to strengthen Nelson’s wine marketing capability. Second to strengthen communications and enhance what we have been doing in the past. And the third is to develop strategic partnerships. We will be looking for key people and organisations to partner and look at how we increase awareness of who we are and the quality of what we do as we head into the future.”
Following on from the strategic review, Nelson Winegrowers has appointed two new staff members. Replacing Gisela Purcell who has been General Manager at the helm for six years, are Jane Docherty(winemaker) and Andrea McLeay (Marketing, Communication and Engagement Specialist) Docherty will take on the administration role, while McLeay has been contracted as Marketing Manager. She said now the name has been confirmed, her next step will be to create a distinctive brand identity and a guiding “toolkit” for everyone in the Nelson wine industry from growers, to cellar doors and winemakers.
“It is really important what we put around the Wine Nelson name; the imagery and a tone of voice that express our story. It will be the stories we tell about this region, and the experience people have when they visit that will help us take Nelson wines to the level where they should be.”
She said the toolkit will help everyone involved with Nelson wine industry to speak with “one clear voice.”
“That is very important as we move forward into the future.” ν
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