The first brand in the range will be The Paddler, consisting of Sauvignon Blanc 2009 Wairau (rrp £7.99), Sauvignon Blanc 2009 Dillon’s Point (£9.49), Pinot Gris 2009 (£8.99), Riesling 2009 (£9.49), a 2009 Pinot Gris/Riesling/Gewürztraminer blend (£9.49) and Pinot Noir 2008 (£11.99).
It has been created to appeal to 25 to 60-year-olds who love New Zealand wine but are interested in trying new varietals, according to Clink Wines’ managing director Catherine Monahan.
“Our goal is to create award-winning wines that thrill, that capture people’s attention and that truly bring to life the soul, excitement and spirit of New Zealand,” she said.
The brand will be backed via activity on Facebook and Twitter, and a new website and blog where consumers can talk directly to Thomson, who is the managing director of winemaking and consultancy service Kiwi-Oeno.
Ten extreme sportsmen from New Zealand and the UK will compete in 10 different extreme sports and learn how to make wine in a video marketing campaign, and The Paddler will also sponsor the NZ Kayaking Championships and a number of global extreme sports events.
The brand has also secured a joint partnership with the New Zealand Tourism Board.