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Wine - Source: ONE News
Corks were popping at parliament on Wednesday night as Economic Development Minister Gerry Brownlee announced $1.2 million funding over two years for a wine export push into the United States market.
"Wine is one of New Zealand's fastest growing export sectors - only a decade ago the trade was worth little more than $100 million a year. Today wine exports are worth more than $1 billion to the economy," Brownlee said.
The industry had a goal of $2 billion in exports by 2020 which Brownlee said the government supported.
"The industry must increase demand by developing new markets while strengthening its position in existing markets. The US initiative is the first in a package of measures to help the industry build markets and maintain its premium branding."
Brownlee said the initiative brought together 58 wines from 21 wineries. The money would go to everything from marketing to promotional events.
The minister said the industry's global strategy was about building and sustaining strong relationships with distributors and key influencers and brand position through proactive and smart marketing.
Other initiatives announced included:
- Development initiatives targeting Germany, Scandinavia, Belgium, the Netherlands and Luxembourg. Initially this will involve in depth analysis of target markets and the ability of New Zealand wineries to supply.
- Development of a New Zealand wine strategy in the emerging China market, with consideration of what further government support might be needed longer-term.
- Using Rugby World Cup promotional activity in Europe, Australia and New York to support New Zealand wine, including financial backing for wine promotion related to the Rugby World Cup.
- $200,000 from the Major Events Development fund to support Christchurch City Council's hosting of the Great Wine Capitals Network annual meeting and conference in November 2010.
- Brownlee said initiatives such as the Northern Europe plans were medium term, while others, such as developing the China market, were longer term.
"The government will continue to work with the wine industry to ramp up support as needed to ensure the industry succeeds. The aim is to grow demand by government and industry coordinating efforts across all aspects of promotion, marketing and distribution.
