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Grapes - Source: NZPA / John Cowpland -
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Gisborne grape growers dumped by Pernod Ricard have taken the bull by the horns and formed a company aiming to produce and market their own wines.
Steering the business is former Gisborne man Hugh Ammundsen, who is confident in the opportunities ahead for growers.
Nearly all of the more than 20 members of the newly formed company Growco are former Pernod Ricard-Montana growers and represent around 10% of the Gisborne grape crop.
The wine will be marketed under a Gisborne brand, and maybe multiple brands targeting different niche markets and ultimately plans to export.
"Growers are looking to grow their own product and keep control of their own destiny," says Ammundsen.
He said the financial structure would be in place in time to handle the 2010 crop and Growco would have a visible product ready in 12 months.
Around half of the company's fruit is chardonnay and the rest a mixture of varieties including pinot noir, pinot gris, a little sauvignon blanc and semillion.
A core issue now is how to sell what will be a large tonnage.
However, Ammundsen said markets were dynamic and the same thing applied for selling wine.
"Nothing goes on forever. There is no such thing as a permanent trend," he said.
"I personally believe we can sell all this product."
Gisborne is the third largest grape-producing district in the country. Since the 1980s, when a lot of muller thurgau was grown, it has carried the bulk producer label.
"But that is not what the district has done ever since. It is time to front up and get the message out that Gisborne has got a lot more," Ammundsen said.
"We have to build a new reputation together and it will make
Gisborne wine more attractive to the world."
