18 March 2010
WAIRARAPA WINE EXPORTS OUT-PERFORM NATIONAL AVERAGE
Wine exports from the Wairarapa have out-performed the rest of New Zealand in the past three years.
“New Zealand’s smallest wine producing region is proportionately its most successful exporter,” said Wines From Martinborough General Manager Kaylene Moore in announcing results of research for New Zealand Trade and Enterprise.
“The region has achieved significantly better results in growing export earnings, maintaining export prices in the face of big production rises, and finding new markets over the past three years compared to national averages.
“Wines from this region are positioned strongly at the top end of the market, and successfully commanding premium prices.
“Building on our reputation for premium boutique wines, the effect of international over-supply and falling prices has fortunately been less severe. The investment in brand and product quality has paid off.
“Nearly 60 percent of Wairarapa’s 43 wineries are actively involved in exporting their wine. The survey showed both the number of export markets and the total volume of wine exported has increased from 2005-2008,” she reported.
The research study was undertaken by TNS Conversa for the Wairarapa Wines Promotional Group, reporting to New Zealand Trade and Enterprise on the results of a three-year export growth initiative funded jointly by participating wineries and NZT&E.
“The results show clearly that Martinborough and Wairarapa wineries have delivered great value from the funding support, said Ms Moore.
“Efforts to diversify into new export markets have been particularly successful; from a 2005 benchmark of 9 export markets local wineries now supply 29 markets”.
The top two markets are Australia and the UK, with pinot noir and sauvignon blanc not surprisingly the main varietals exported.
Ends
BACKGROUND NOTES FOR EDITORS
Wines From Martinborough and Wairarapa Wines Promotional Group (WWPG) received funding from New Zealand Trade and Enterprise, as part of its 2005 Major Regional Initiative programme
This three-year funding programme was intended to aid in the export promotion and marketing of wines from the Wairarapa region, identified as a major and distinctive economic contributor to the region
The study is designed to assess the benefit of Trade and Enterprise’s funding to the local Wairarapa wine industry, principally by comparing production and export figures from 2005 season (pre-funding) and the 2008 season (post-funding)
TNS Conversa is a leading independent market research solutions consultancy
Key numbers
Export markets UP from 9 to 29
Pinot Noir export volume UP 97 percent, export revenue UP 77 percent
Sauvignon blanc export volume UP 129 percent, export revenue UP 164 percent