The Shout Magazine (New Zealand)

International opportunities abundant for New Zealand wine

New Zealand is one of the world’s best-known wine-producing countries and while we benefit from considerable popularity among domestic consumers, export markets such as Vietnam, South Korea, and Germany offer ample room for growth, according to research from CGA by NIQ.

CGA’s latest OPUS data, names Italy as the market with the most consumers who drink wine in the on-premise, with 45% of Italian consumers choosing wine when out.

But positive levels of consumers who drink the category are registered across the globe – particularly in Australia and New Zealand, as well as a number of key European wine-making and consuming countries.

Some of these markets, however, show challenging degrees of acceptance of foreign wine, especially those with solid wine-making heritage, says CGA by NIQ.

Mediterranean regions – France, Spain, and Italy, for instance – are generally more reluctant to welcoming imported wine, even more so when originating from New World countries.

In countries that are still relatively unaccustomed to New Zealand wine (ranking 9th in Vietnam, 11th in Germany, and 9th in South Korea), a deep understanding of grape variety trends is paramount to develop efficient sales strategies.

Providing consumers with varieties they can resonate with can help them familiarise with lesser-known wine regions, and generate sufficient brand trust to lure them into different wine styles further down the line.

“CGA’s OPUS research helps paint a vivid and constantly expanding global wine market,” says James Phillips, Client Solutions Director – ANZ.

Phillips says such vibrancy represents an exciting opportunity for the New Zealand wine industry to expand its reach beyond domestic borders.

“Our insights exploring the wine category in depth enables producers, suppliers and operators to optimise their 0n-premise strategies for growth.”

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