Nz Wine Industry Analysis

Topics: Wine, New Zealand wine, Chardonnay Pages: 57 (14188 words) Published: September 12, 2013
ANNUAL REPORT 2012

NEW ZEALAND WINEGROWERS’ VISION

AROUND THE WORLD, NEW ZEALAND IS RENOWNED FOR ITS EXCEPTIONAL WINES OUR MISSION

TO CREATE VALUE FOR OUR MEMBERS
OUR PURPOSE

1. TO PROTECT THE COMPETITIVE POSITION OF WINE FROM NEW ZEALAND 2. TO SUPPORT THE PROFITABLE GROWTH OF WINE FROM NEW ZEALAND OUR ACTIVITIES

ADVOCACY RESEARCH SUSTAINABILITY MARKETING

CONTENTS

2 6 8
10

CHAIR’S REPORT ADVOCACY

18
18 19

STATISTICS
Summary: New Zealand Wine Wineries and Grape Growers New Zealand Producing Vineyard Area New Zealand Vintages New Zealand Wine Exports By Market New Zealand Wine Exports By Variety Wine Imports Into New Zealand

RESEARCH
Research Projects Funded This Year 20 21

11 13 16
16

SUSTAINABILITY MARKETING INFORMATION RESOURCES
Surveys and Publications

22 24 25

26 17
17 17

INDUSTRY BOARDS INDUSTRY ORGANISATIONS NEW ZEALAND WINEGROWERS’ KEY CONTACTS

WINE AWARDS
Air New Zealand Wine Awards 2011 Bragato Wine Awards 2011

27 28

FRONT COVER:

Maori whakairo (carving) was not only a source of identity and a record of events, it was also used in decoration. The presence of a beautifully crafted work, that takes what nature o ers and improves it, can augment any experience. Much the way a glass of beautifully balanced New Zealand wine can augment any dish—from the lightest to the most lavish.

“WHAT PATH SHOULD THE NEW ZEALAND WINE INDUSTRY TAKE TO ENSURE ITS FUTURE SUCCESS?” New Zealand must continue to focus on its competitive advantage in premium wine. That competitive advantage has survived oversupply intact and rich opportunities still exist for premium New Zealand wine in both established and developing markets; but the industry must guard against strategic threats and operating weaknesses. “WHAT ROLE SHOULD NEW ZEALAND WINEGROWERS PLAY IN THAT FUTURE?” New Zealand Winegrowers’ priority role is to protect the industry’s competitive advantage from threats and weaknesses. Its secondary role is to support profitable growth. These are the headline findings of the major Strategic Review presented by PricewaterhouseCoopers to New Zealand Winegrowers in late 2011. It may seem obvious to state that the future of New Zealand wine depends on its reputation for premium products. But after several years during which the wine industry has been pushed and pulled in di erent directions, it is invaluable to have that objectively and rigorously re-a rmed. Beyond the headlines, the Strategic Review provided factbased reassurance that the reputation of New Zealand wine remains strong and identified the markets where New Zealand wine can prosper. It also delivered the national body with a clear blueprint for its on-going role. Fundamentally, the New Zealand wine industry and its national

body are on the right track. There are risks to be guarded against and some activities need to be re-focussed. Action needs to be taken to position the industry to take best advantage of new opportunities in the future. While there is much to be accomplished the goal is clear: to make New Zealand renowned around the world for its exceptional wines. DEMAND KEEPS BUILDING Globally consumers continue to respond to the vibrant, distinctive qualities of New Zealand wines and our compelling brand propositions. Demand for New Zealand wine has continued to build in the face of di cult international market conditions. In the past year, international sales reached a record value ($1.18 billion, +8% on last year) and volume (178.9 million litres, +16%). Despite accounting for less than 1% of global wine production, New Zealand is now the world’s 10th largest exporter by value and 11th exporter by volume. New Zealand is second only to France in terms of the average price at which its wines are sold. In terms of economic contribution to our nation’s economic prosperity, wine is now New Zealand’s 8th most valuable export sector. Bottled wine continues to make up the core of New Zealand wine exports with...
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