Kiwi wine tempts new palates

BY NICK CHURCHOUSE

Last updated 05:00 04/03/2010

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Australian women are behind a surge in sales of New Zealand sauvignon blanc across the Tasman, pushing exported sales volume up by 42 per cent.

A Nielsen report showed wine sales value in Australia had doubled in three years and a new demographic of 30-somethings was driving strong consumption.

Nielsen Liquor Group executive director Michael Walton said the report showed the new group of wine drinkers differed from the traditional over-65s, and comprised mainly professional urbanites earning more than A$100,000 (NZ$129,000) a year.

New Zealand Winegrowers global marketing director Chris Yorke said Australia had exceeded expectations in terms of sales. At the end of 2002 exports to Australia totalled just over NZ$38 million while last year about NZ$323m was exported.

The industry reached $1 billion in exports one year earlier than expected and Mr Yorke said a lot of that was attributable to the Australian market.

The wine market was benefiting from the strong Australian economy, but small tweaks to the way New Zealand wines were perceived were adding to the growth.

Mr Yorke said Kiwi wines were often listed alongside Australian domestic wines in retailers and wine lists. "We're seen as another state."

Sauvignon blanc was still the strongest seller, and was a strong hit with the younger demographic.

Mr Walton said young professionals were the key target market, and they were not loyal to any particular brand.

New Zealand Winegrowers' Australian marketing manager Monty James said that meant they needed to be actively targeted.

"They are trend leaders and always looking for the next big thing which is both an opportunity and a challenge for New Zealand wine."

Anecdotal evidence suggested pinot gris appealed to the same sort of customer, and was one of New Zealand's great hopes for increasing the variety of wine types selling.

"There is a real opportunity for us is to keep the consumer in the New Zealand category by encouraging new discoveries such as pinot gris," he said.

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