Pinot noir is the standout variety on the wine scene, with exports of the drink made from black Vitis vinifera grapes doubling in the last decade.
The red wine is big business to New Zealand.
The value of pinot noir sold to overseas drinkers hit $122 million last year, up from only $19m a decade ago.
It is the second most popular variety after our star sauvignon blanc, with pinot noir vines planted on more than a million more hectares than chardonnay.
In the Wairarapa region total wine production quadrupled in the last 10 years with 20 new vineyards in business since 2003. There were 4.3 million tonnes of all types of grapes crushed in Wairarapa last year, up from 1.3 million a decade ago.
Karl Johner makes wine under the label Weingut Karl H Johner in his native Germany and at Johner Wines in Wairarapa.
He exports 60 per cent of the pinot noir he makes to Europe.
"New Zealand pinot noir is absolutely becoming more popular. Outside New Zealand, the country is known more for the whites. One day [pinot noir] will be at least as popular as sauvignon blanc." Fairfax NZ
A four-day festival dedicated to the tipple was launched on Wellington's waterfront yesterday, with 500 people attending.
Pinot Noir NZ 2013 spokesman Robert Brewer said the industry in New Zealand had evolved since the first three- yearly event in 2001.
"Pinot noir is so important to New Zealand because it shows that we can make serious red wine alongside our fantastic sauvignon blanc.
"This year we have separate venues for the separate regions. That's a sign of the coming of age [of] regionality and saying to the wine world that New Zealand produces premium pinot noir."
The "terroir", a French word winemakers use to sum up the combination of soil, weather, vine quality and winemaker passion, seems suited to creating the variety.
Brewer said the New Zealand climate's dry autumns and cool nights created a "marvellously unique and compelling" environment to make pinot noir in.
At the industry festival, almost 300 wines of the light-to-medium bodied red wine are showcased to the aficionados. More than a third of the attendees are professional wine buffs from international media.
"We get the glitterati of the wine world, the writers and trade representatives who really make a difference to New Zealand wine sales."
- Fairfax Media