The Marketing Place

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We're only one quarter of the wya through 2023 and much like recent years, it already feels like a rollercoaster. Starting off at pace with the launch of the new brand platform 'New Zealand Wine, Altogether Unique' during New Zealand Wine Week (NZWW), Cyclone Gabrielle then rolled in to bring some of the most catastrophic weather events to ever impact come of our wine regions.

The London Annual Trade tasting on 7 February was the first physical event to showcase the new brand identity. The London Tasting is the longest running New Zealand wine event and remains as popular as ever, with more than 400 sommeliers, multiple retail buyers, independent wine merchants, importers and leading wine writers attending.

A popular feature of the tasting this year was the New Zealand Wine Top 50 for Independent Wine Merchants, selected from 350 submissons by a team of 12 tasters from independent wine merchants across the country. We also held a business briefing to a full house to show the continued importance of the United Kingdom market for New Zealand wine.

In late March, we will take the New Zealand Wine story to the world, with the New Zealand Winegrowers (NZW) pavilion at ProWein, returning after a three-year break. This is one of the largest wine expos in the world, capturing a global audience. It's going to be a novelty reforging connections outside of the virtual world!

Wishing you all the best for vintage 2023.

Kia kaha, Charlotte

Charlotte Read is NZW General Manager Marketing.

New Zealand Wine Week

Our third annual NZWW concluded in early February. Across the virtual activations, the week reached almost 1,300 trade from more than 40 countries. NZWW social posts reached almost 50,000 people more than 75,000 times, with almost 10,000 engagements. With a focus on innovation and the future of our industry, the sessions impressed the top trade in our key markets, with one United States Master Sommelier commenting following a session: "Thank you - So much to learn and share about really dynamic cutting edge NZ Wines!" A Canadian writer remarked of the "NEW" New Zealand wines, that "it was certainly one of the best line-ups for a virtual tasting I have ever experienced in some time".

If you are interested in seeing the stories we told the trade during the virtual NZWW sessions, you can watch the sessions at nzwine.com/nzww23 or www.nzwine.com/conversations in the NZW Trade Hub. Thank you to everyone who took part and made some noise for NZWW.

Intel & Insights

Category Health & Consumer Profiles in the US, UK & Australia

NZW is now conducting an annual market research study to track the brand health of the New Zealand Wine brand in our major markets of the United States, United Kingdom, Australia and New Zealand. The first year results were presented to members via a webinar in March. The study seeks to undertstand wine consumer behaviour and highlight prospects for future growth in these markets. For example, are there consumers who are open to purchasing New Zealand wine but are yet to do so?

The research also provides a read on the New Zealand wine consumer in these markets, looking at key demographics, consumer segmentation and behavioural information including key image associatins and critically, purchase drivers.

Watch the webinar, see the full presentation slides, or read the summary of the key findings at nzwine.com/members/consumerinsights. Additionally, full reports by market, including consumer information by market, can be found at nzwine.com/members/marketing/market-intel by clicking through to the relevant market and section.