The competition will reward one retailer with a holiday for two for coming up with the best in-store promotion.
Five regional winners will be treated to a two-night trip to London, including a dinner at which the overall winner will be announced.
Shops will be judged on their sales campaign, including tastings, window and in-store displays and special promotions.
NZW will also tailor-make flyers for merchants to send out to customers and provide consumer information it collects.
Warren Adamson of NZW said: "Independents tend to attract consumers who are keen to try new things and who will trust in recommendations from the staff. The hand-selling of interesting bottles above the average price point is key to sales of New Zealand wines."
The campaign will also give customers the chance to win a trip for two to New Zealand and one of 10 New Zealand gift hampers worth ú50.
Last year, more than 50 shops signed up to the promotion. Retailers interested in the promotion should call Warren Adamson on 0207 973 8079 or e-mail firstname.lastname@example.org.
NZW is also holding three trade and consumer tastings in Newcastle, Manchester and Leeds from June 5 to 7.