NZ Fellow: Dr Richard Smart
Dr Richard Smart began shining a light on grape growing in the late 1960s, increasingly fascinated by how sunlight interception by vineyards impacted yields and fruit quality.
The collaboration between New Zealand Winegrowers (NZW) and New Zealand Trade and Enterprise (NZTE), conducted throughout 2021, was the first of its kind in the US and was an important part of New Zealand Winegrower’s Intel & Insights for member wineries, says NZW General Manager Marketing Charlotte Read. “Over the past year NZW and NZTE USA have put a lot of effort into aligning objectives and it’s so gratifying to see the results here of what was a shared need to provide wineries with richer information on the US wine market.”
Last month Ranit Librach, NZW’s US Marketing Manager, Antonia Fattizzi, Business Growth Advisor at NZTE, and Kathy Byrd, NZTE North America Beachhead Advisor, presented the findings from the USA Research Project, which asked:
- Who are New Zealand’s Sauvignon Blanc customers in the United States?
- What metro areas consume the highest volume of New Zealand wine?
- What does sustainability mean to US consumers?
- How does pricing of New Zealand’s Sauvignon Blanc and Pinot Noir compare to that of its major competitors?
Ranit says all New Zealand wineries looking to do business in the USA should watch the recording, which can be found on the members section of nzwine.com, “to learn the answers to these questions plus much more”.
NZTE also ran four sessions in their Coming to America webinar series, with its goal to help wineries on their journey in the USA. The first workshop series included Brand Strategy sessions, followed Distributor Management . Each session featured Antonia Fattizzi, along with a Beachhead Advisor. The recordings of these videos can be found at nzwine.com/coming-to-America
For more information on these sessions, or questions on the US market in general, contact Ranit at This email address is being protected from spambots. You need JavaScript enabled to view it.
