Wine

Marketing solution enables Kiwi wineries to sell to international consumers

From September, Wine Collective Direct, a global marketplace where New Zealand wine producers have their own e-cellar door, is adding a Digital Success Programme to its offering. The Wine Collective Direct (WCD) team know that international digital wine marketing can be daunting and so has created a collaborative digital marketing solution to help local winegrowers better market their craft wine to the world. “We’re absolutely thrilled to see producers experiencing high-value direct sales on the platform since launching in May this year. It’s evident that the producers who are making early sales (averaging $606.59 NZD per case and $52.57 per bottle) are proactively promoting their international e-cellar doors across their own digital channels,” says Ryann Calder, Manager of Producer Growth at Wine Collective Direct. “However, it’s highlighted to us that a large majority of wineries find driving international sales and promotions online a challenge.” The Digital Success Programme (DSP) solves the problem of many local wine producers not having the tools, time, or financial resources to reach international consumers via effective digital marketing methods. In 2019, NZ Winegrowers reported that 776, 599 international wine tourists visited New Zealand and spent $3.26 billion. It’s no secret that wine tourism is the lifeblood of many local vineyards, but with borders closed there are no international visitors at the cellar door. Wine Collective Direct recognises that digital promotion online is the most effective means of connecting with international customers in this current climate. “Different to the fast-moving commodity wine category, the craft wine category is characterised by consumers actively looking to connect at a personal level with the actual producer. Despite the decline in international tourists, overseas consumers haven’t lost their passion to discover the premium wines of Aotearoa,” says Calder. The Digital Success Programme harnesses the aggregate power of 100,000+ detailed data […]

DairyNZ and Beef + Lamb New Zealand welcome sector-wide vision

DairyNZ and Beef + Lamb New Zealand welcomes the launch of a shared sector-wide vision to be world leaders in the sustainable production of high-quality food and fibre. “We are supportive of the Primary Sector Council’s broad vision of having a coordinated approach across sectors and Government that will help us develop our international brand and deliver more value for farmers,” Beef + Lamb New Zealand’s Chair Andrew Morrison said. “New Zealand farmers are constantly having to adapt to shifting consumer demands in order to compete internationally and achieve a premium in the global marketplace. Increasingly consumers are asking for assurances that the product is both sustainably and ethically produced. “We believe that our farmers are already world leaders when it comes to the production of high-quality, pasture-based products with a low environmental impact – but that doesn’t mean we can get complacent. We are always striving to improve” DairyNZ chair Jim van der Poel added. “Sustainable farming has a critical role to play in New Zealand’s future prosperity and wellbeing. If we all work together to embrace change, adapt and thrive, Kiwi farmers have a bright future ahead. The Primary Sector Council’s vision – Fit for a Better World – aligns with work that is already underway from both DairyNZ and Beef + Lamb New Zealand in the form of both Dairy Tomorrow and Taste Pure Nature. Dairy Tomorrow is our dairy sector strategy to ensure dairy farming is sustainable and profitable into the future. It includes six key commitments: • We will protect and nurture the environment for future generations; • We will build the world’s most competitive and resilient dairy farming businesses; • We will produce the highest quality and most valued dairy nutrition; • We will be world leading in on-farm animal care; • We will […]

Artificial Intelligence to help wine profits flow

Artificial Intelligence has been making waves in many industries and is increasingly affecting life as we know it. Now the New Zealand wine sector is getting in on the act, with Lincoln Agritech Ltd developing a computerised system to make early-season predictions on the grape yield a vineyard is likely to harvest. “Grape growers and wineries spend a lot of money trying to predict their grape yield each year,” says Lincoln Agritech Optics and Image Processing Team Leader Jaco Fourie. “This currently involves hiring a large number of workers to manually sample grape bunches.” Lincoln Agritech is working on creating a more convenient system that uses electronic sensors to accurately count grapes. “The sensors will capture and analyse grape bunches within individual rows, and assess the number, sizes and distribution of grape bunches,” says Dr Fourie. “We’ll then feed this data into computer algorithms, which have been designed by the University of Canterbury, to predict grape yield at harvest time.” New data will be added to the system each year, leading to continuous improvements in the model’s accuracy, with the system’s predictive power improving over time as more data is gathered under different conditions. Dr Fourie says profitable wine production depends on early knowledge of the grape yield that is likely to be harvested each season. “Estimating the yield as soon as possible allows marketers to know how much wine will end up being produced.” The main focus of grape varieties for the study is Sauvignon Blanc, after which the team will identify how much technology development will be needed for Pinot Noir. The project is funded by the Ministry of Business, Innovation and Employment (MBIE) and NZ Winegrowers. Collaborating partners include Plant and Food Research, Lincoln University, the University of Canterbury, CSIRO (Adelaide), NZ Winegrowers and local winegrowers […]

Minerality mysteries remain

Ongoing wine research by Dr Wendy Parr of Lincoln University indicates that while minerality is not a figment of tasters’ sensorial imagination, the source of the perception remains a mystery, and the description should be used with caution in formal wine tasting and judging situations. ‘Minerality’ is used by wine professionals to describe the character of certain wines, with vague references made to wet stones, crushed rock and soil. Regarded variously as a taste, a smell, a trigeminal (mouth-feel) sensation, or all three, until now there’s been little agreement on what is actually meant by this common but enigmatic term, or whether it even exists. Intrigued by the lack of scientific knowledge and the plethora of anecdotal evidence around minerality, Dr Parr collaborated with scientists in France and at Plant and Food Research in New Zealand to investigate what the concept means in Sauvignon Blanc wines, and whether there are cultural differences in perceptions of minerality. Wine professionals from France and New Zealand experienced in the production and tasting of Sauvignon Blanc participated in two sensory studies carried out over two sessions, with wine samples served blind in opaque, standardised glasses in unique order for each participant. Participants evaluated the wines by palate (taste and mouth-feel) alone, smell alone and both palate and smell together. Minerality was perceived by both groups in all cases, and was consistently associated with several wine characteristics, for example citrus. There were more similarities in perception between the groups than differences, implying that wine professionals in France and New Zealand share a mental construct of the concept ‘mineral’, as experienced in Sauvignon Blanc wines. “The concept of minerality in wine is undoubtedly real,” Dr Parr says, “but the source of the perception is still unclear.” It has been variously attributed to acidity, sulphide reduction, and […]