The flip-side of this is that the small, quality-focused producers are being tarred with the brush which the big producers are wielding, which compromises their ability to sell their wine profitably. The Victorian solution is that the Australian wine industry should develop a two-tiered marketing strategy, which clearly distinguishes high quality from commodity wine.
What does this have to do with the winegrowers of Matakana? The New Zealand market has been flooded with commodity wine in recent years, most of which comes from Australia, but some also from Europe and some from New Zealand. As a group, Matakana Winegrowers operate at the top end of the quality continuum, so we are in a similar position to the quality-focused Victorian winegrowers.
We acknowledge the place and role of the mass-produced product. But the fact that most wine sold and consumed in New Zealand is in this category presents us with a challenge. That is, to educate consumers to understand the distinction between wine which is mass-produced to a taste formula, and wine which is unique, hand-made, and bears the stamp of its region of origin, then to seek out the latter for preference.
Given this challenge it is great to be able to report that the support we are getting from the local population and restaurants is strong and continues to grow. The local winegrowers with cellar doors talk about the enthusiastic response they get from tourists to the region, particularly from offshore. Having such a good home base helps us tackle a crowded global market when it comes to selling our wines outside the region.
Robin Ransom
President, Matakana Winegrowers Inc.
robin@ransomwines.co.nz
Originally published in Mahurangi Matters, September 2006
[ add comment ] ( 9 views ) | permalink |
( 3.1 / 439 )
Random Entry
