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Marketing GM Charlotte Read and CEO Philip Gregan take us on a deep dive into this most successful of industry bodies. We discover the origins of the New Zealand wine industry and hear how the Sale of Liquor Act 1959 helped to lay its foundations. Before hearing about the industry pioneers and the first stirrings of international recognition for New Zealand wine and its Sauvignon Blanc in the 80s and 90s. The pair then give us an overview of the current state of New Zealand Winegrowers and how they serve their 1,400-1,500 members. Philip giving an overview of NZ Winegrowers responsibilities and Charlotte speaking to the marketing structure and specific digital initiatives she’s overseen since the start of the pandemic. New Zealand having harvested at the height of the pandemic the pair share some of the initiatives successfully employed by wineries to limit transmission. They share how the pandemic has affected consumption of New Zealand wine around the world. We close out looking ahead for the industry and upcoming digital initiatives.

Episode outline:

The origins of the New Zealand wine industry

New Zealand Winegrowers overview 

Three key marketing pillars and practical initiatives

Vintage 2020 in the times of COVID

The flow of NZ wines around the world

Looking ahead for New Zealand Winegrowers

 

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NZW conducts a wide range of activities including: coordination of research programmes to progress the grape and wine industry; provision of a generic marketing platform for New Zealand wine makers in key markets; stewardship of “brand New Zealand wine”; provision of timely and accurate data and business information to grape growers and wine makers; and, representation of industry interests to national and local Government and in international fora. 

Philip Gregan is the Chief Executive Officer of New Zealand Winegrowers, the national industry organisation that represents, researches and promotes the interests of New Zealand grape growers and wine makers. Philip has been with New Zealand Winegrowers and its predecessor, the Wine Institute of New Zealand, since starting as a Research officer in 1983. He has held the role of Chief Executive Officer since 1990. Philip has gained Bachelor of Arts and Master of Arts (Hons) degrees, majoring in Geography, from the University of Auckland.Charlotte Read has over 20 years of international sales and marketing experience; from launching new brands of NZ milk products in Singapore and Thailand to launching wine store formats in the UK, to promoting premium New Zealand (NZ) wines and building and managing their distribution is over 40 countries across Europe and Asia.  Whilst based in China, Charlotte then joined NZ Trade and Enterprise,  the NZ government’s export business development agency,  based in the NZ Embassy in Beijing.   Upon returning to NZ, Charlotte soon returned to the wine industry becoming NZ Winegrower’s GM of Marketing in late 2019. 

 

Intro and outro musicThe New Investorshttp://newinvestors.dk/Contact: [email protected]

Guest: Philip Gregan and Charlotte Read, New Zealand Winegrowers 

Date recorded: 6 September 2020

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