The scheme, established in 1995, accredits wineries and vineyards which have implemented environmentally responsible and economically viable practices.
Gregan said that between 60 per cent and 70 per cent of vineyards are currently accredited. "We can't force anybody to do it, but everybody we talk to says it really does make sense and it's the right thing to do and it has a very broad level of support," Gregan said.
The main challenge will be to persuade
smaller operators to participate in the scheme, Gregan said, but NZW will offer help.
Wineries that do not comply with the sustainable policy will not be allowed to participate in generic events including the London trade tasting and annual wine fair.
NZW will reveal a new identity and branding later this year.