In our new Q&A series, we ask executives in the New Zealand liquor industry for insights into their companies, the industry as a whole and what we can expect in the future.
This week we speak to Charlotte Read, General Manager of Brand at New Zealand Winegrowers.
Can you describe your career and experience in the New Zealand/global wine industry?
“I’ve spent over two decades immersed in the New Zealand food and beverage (F&B) sector, with a strong focus on the wine industry, following a fun childhood being brought up on a vineyard.
“My wine career began in the UK wine retail scene and developed into 10 years managing international markets for a well known New Zealand winery, based in London, Shanghai, and Beijing. During that time, I built extensive distributor networks, oversaw brand growth across 40 markets, and led initiatives like establishing the New Zealand winery’s in-market presence in China
“As a passionate advocate for New Zealand wine, one of the favourite parts of my career has been trade and consumer education, which led me down the path to get my WSET Diploma and be on the Master of Wine programme for a time.
“Before my current role as General Manager of Brand at New Zealand Winegrowers, I brought my wine expertise into the public sector through roles at New Zealand Trade & Enterprise, supporting F&B exporters which provided such valuable context of our overall export economy to bring into New Zealand Winegrowers.”
How would you describe the current state of the New Zealand wine industry?
“The New Zealand wine industry remains in a strong position despite global headwinds, buoyed by a reputation for premium quality, strategic export growth, and a willingness to innovate. Despite a decline in global wine consumption over recent decades, New Zealand’s exports continue to outperform in our key export markets of the US, UK, Canada, Australia and China , with Sauvignon Blanc leading the charge, supported by growing international interest in Pinot Noir, Pinot Gris, Chardonnay, and emerging varieties.
“Changing consumer behaviour, particularly among gen Z and millennials, is reshaping the market. They’re drinking less, with health consciousness and moderation influencing purchasing decisions. In response, the New Zealand wine industry is leaning into innovation to expand the number of relevant occasions. The level of activity in packaging innovation is exciting to witness, whether in can, keg or pouch and more. Some producers are also actively investing in low and no-alcohol wine production to aligning with consumers evolving lifestyles. All this innovation is a reflection of our industry’s agility and commitment to staying relevant in a changing market.
“Meanwhile, sustainability remains a cornerstone – over 98% of our vineyard area is certified under the Sustainable Winegrowing New Zealand programme (celebrating its 30 year anniversary his year), and there’s a strong growing presence of organic as well as growing interest in regenerative practices.
“Challenges aside, our industry’s agility, strong collaborative culture, and deep focus on quality position New Zealand wine well to maintain its premium edge and long-term relevance to both in New Zealand and overseas markets.”
What are your thoughts on the US tariffs?
“The introduction of the additional 10% tariff applied on all New Zealand imports to the United States came at a time when there already a lot of headwinds and uncertainty surrounding growth in the New Zealand wine industry, and this is just another complicating factor our members did not need at this time.
“With the US being New Zealand’s largest export market, accounting for 38% of export value we are concerned, but it’s still too early to know what the impact will be. But it is inevitable that with higher import costs, this will influence demand and pricing and this will have an effect on many parties throughout the distribution chain.
“Compounding matters is broader financial market instability, which may have a greater effect on global wine consumption than the tariffs themselves. Although there could be upside in other markets that New Zealand wine has a strong reputation in such as Canada, where US wines have been stripped from retailers’ shelves in retaliation to the tariffs, the unpredictability in our key export destination presents significant risk for our growers and producers. We will be watching the situation unfold very carefully in the coming months.”
How would you describe your style of leadership?
“I’d say my leadership style is people-focused, energetic, and all about playing to strengths. I’ve got a talented, dedicated team both here in New Zealand and in our key markets of UK, USA, Canada Australia, and China — so building strong relationships and staying connected is a big part of what I do.
“I’m naturally upbeat and genuinely enjoy bringing out the best in people. I’m always learning and curious, and I love being part of an industry that’s as passionate and evolving as ours. At the end of the day, I want my team to feel supported, confident what they do, inspired, and most of all have fun. I get a real buzz out of seeing my team be recognised for their efforts. We spend a huge part of our lives doing our jobs, so it’s important they hold meaning for us, and supporting our industry reputation and growth does just that.”
What are your biggest goals in your role at NZ Winegrowers?
“The Brand team that I lead focuses on three big things: building and strengthening the overarching premium New Zealand Wine brand (and helping our members tell their own unique brand stories), using market insights and data to help guide our members in their business decisions, and creating strong connections across the wine world to help more glasses of New Zealand wine be poured.
“We aim to amplify our presence through media coverage, trade engagement, and to ‘turbo charge’ this goal, every two years in New Zealand we back an international multi day conference to attract the key movers and shakers of the wine world to visit New Zealand and experience our diverse wine regions for themselves. Many of our hosted guests tell us it was a trip of a lifetime and their glowing accounts to their audiences of the wines they drank in beautiful places, with exceptional kiwi cuisine, and friendly hospitality, has such a positive impact on the future buying decisions of trade and consumers.
“In February this year, the focus was on Pinot Noir, our flagship red wine, and Pinot Noir New Zealand 2025 has been touted as the ‘best ever’. Attracting an influential group at one time, to collectively witness New Zealand’s wine industry putting its best foot forward, amplifies the impact that is difficult to replicate through other means. Life-long memories and friendships are forged at these events, as well as New Zealand wine securing loyal brand ambassadors.”
What are your predictions for the wine industry in the next 5-10 years?
“Looking ahead, I believe the New Zealand wine industry is positioned for continued growth, but we will need to navigate an increasingly complex global environment. Our foundation remains strong — we produce world-class wines with a clear sense of place, and our commitment to quality, sustainability, and innovation sets us apart. Climate change, labour shortages, and trade volatility will test our resilience, and our future success will depend on how well we adapt to global challenges and shifting consumer expectations.
“Global demand for premium, sustainably made wines will remain strong, and New Zealand is well positioned to lead. Our unique story — built around quality, provenance, and sustainability — will be more important than ever, especially in competitive markets like the North America, UK, Australia and increasingly, Asia.
“Sustainability is becoming a baseline requirement for our trade partners and consumers alike and New Zealand is proud to show its longstanding commitment. As we celebrate 30 years of Sustainable Winegrowing New Zealand this year we have just updated our industry sustainability report as well as having recently launched our roadmap to net carbon zero. All testament to how important the New Zealand wine industry sees doing the ‘right thing’ as critical to our future.to maintain credibility and access in international markets.
“With our strong global reputation and forward-looking approach, I see a bright future ahead for our industry.”
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