in the marketing of
for generic body New Zealand Winegrowers.
While other varietals such as Pinot Gris and Riesling are growing in popularity with UK consumers, Sauvignon Blanc still accounts for 70 per cent of UK exports of Kiwi wine and NZW is keen to keep it in the spotlight.
NZW UK director Warren Adamson
said: "Breaking down the regions and seeing how styles differ
is something we've been looking at doing for a while."
Eighty-eight of the 275 wines on show at the new release tasting at New Zealand House in London
were Sauvignon Blanc, with wines from regions such as Hawke's Bay, Martinborough and Nelson , as well as
an educational campaign would target the trade before the concept is marketed at consumers, with Sauvignon Blanc regional tastings planned for NZW
trade tastings in London and Dublin next January.
"The trade is ready for regionality, but it's at a different stage from consumers so we will wait a bit before marketing it to them. We don't want to confuse them."
New Zealand wine increased market share in every price point last year (Nielsen June 2006 to June 2007). Varietal
wines which saw surges in popularity included Pinot Gris , growing by 140 per cent, and Merlot, which saw shipments to the UK rise 146 per cent. Pinot Noir and Sauvignon Blanc also continued to grow with figures in October showing a rise of 37 per cent and 32 per cent respectively.