Speaking at the retailer's press tasting last week, Apthorp said that when Majestic sourced 16,000 bottles of Southbank Estate Pinot Grigio from Hawkes Bay last October, it outsold the Southbank Estate Sauvignon Blanc from New Zealand in the first month of going in store.
Warren Adamson, UK director of generic body New Zealand Winegrowers, said exports of Pinot Grigio have risen by 155 per cent in the past year. "It's off a small base, but it's fantastic to see," he said.
"Sauvignon will always be a prestigious varietal, you can't take away what it represents for us. But we're trying to get people looking for other varietals," Adamson added.