Friday, 11 February 2022 16:30

The Marketing Place

Written by  Charlotte Read

Taking NZ wine to the world: Bringing the world to NZ wine

Read On

Nau mai 2022. I trust you've all made the most of the incredible summer weather over the break and are ready to take on any challenges the year throws at us. Already this year we've had to make tweaks to our plans, as the spread of the Omicron variant of Covid-19 has ramped up. Thankfully, most of our focus has been behind virtual activities that can proceed to plan. With uncertainty on when borders will open, we're committed to maximising our digital reach to keep New Zealand 'in the conversation' in a variety of ways, whether that be through continuing to work with New Zealand Trade and Enterprise (NZTE) to incorporate wine stories into the next phase of the Made with Care Campaign, or telling our sustainability stories at the Green Wine Future conference in May. It may also be by helping you connect with global trade partners through our online New Zealand wine catalogue operated by Bottlebooks, creating a Trade Hub on nzwine.com to provide resources to help those selling New Zealand wines, or seeding our stories to media so they can continue to write about our fabulous wines and winery experiences. We have lots on the boil until the time is right for in-person activities again. All the very best for the upcoming vintage.

Charlotte Read is New Zealand Winegrowers' General Manager Marketing

NZ Wine Week

In light of the rise of the Covid-19 Omicron variant in Canada, the United Kingdom, and the United States of America, New Zealand Winegrowers (NZW) has postponed to May the in-person events originally scheduled for Wednesday 9 February, including the London Annual Trade Tasting. The week's hero events, the two webinars 'The Business of Wine in New Zealand - 2022 and Beyond' and Pinot Noir Masterclass - An Exploration of our Subregions' proceeded as planned and can be viewed at nzwine.com/en/trade/events/nzww

Tasting Climate Change Conference

NZW participated in the Tasting Climate Change conference in November, a virtual symposium led by Canada-based educator, journalist, author and founder Michelle Bouffard. It included 31 speakers and experts in their fields from around the world. Each of the eight sessions, hosted throughout the month, explored the importance of awareness and the impact the wine industry has on climate change. There were more than 500 attendees from across all continents. Michelle says the speakers' passion and commitment to the environment really came through during the symposium. "They generated engaging discussions and inspired attendees. I was overwhelmed by the number of emails I received from participants wanting to connect with other trade members with a desire to learn from one another. I truly believe that, together, we can be the change and that the wine industry can become a leader."

As a partner, NZW organised two speakers at the conference. Ed Massey, General Manager of Sustainability at NZW participated in The Road to Carbon Zero discussion. This represented the concept that, from large international wine companies and industry bodies to small family producers, we all have a responsibility in reducing our carbon footprint.

Ed was followed by Chris Archer of Archer McRae Beverages as he guided the audience through New Zealand's approach to Smart Packaging. As an industry relying heavily on packaging, we have the responsibility to analyse their environmental impact. Should traditions be prioritised over sustainability? The advantages and challenges of different types of packaging including closures, bottles, cans, kegs, bag-in-box and latest innovations were explored.

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