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New Zealand wine goes pure

Published:  23 July, 2008

New Zealand Winegrowers (NZWG) launched its Pure Discovery brand campaign at the New Zealand Wine Exporters Forum in Wellington on July 30 2007 to further drive the country's wines in key overseas markets.

United Kingdom

A noticeable trend that people are moving away from ales and spirits and wine is taking on a wider market appeal

Supermarkets sell the majority of all off-trade wine sales attracting all buyers.


United States of America

United States is the largest wine market in the world. Per capita, wine consumption is at an all time high.

New Zealand is seen as an unspoilt environment with ideal growing conditions which positively affects the wines.

The wine is perceived as consistently high quality and value for money.


Australian perception of New Zealand wine is "quality, quality, quality...."

Australia's wine drinker profile is shifting - younger and more women and couples are purchasing it.

Favoured varietals are Sauvignon Blanc followed by Pinot Noir and Cabernet Merlot all with a good reputation, respect and strong demand.