Just over a year ago, former Drinks International editor Martin Green reported on New Zealand’s surging exports for Decanter magazine. In the report Clive Jones, chairman of New Zealand Winegrowers, said: “The New Zealand wine industry is now the most export-focused of all the world’s wine industries, with close to 90% of sales occurring outside our home market. Th e $450 million growth in export value in the past year testifies to the strong consumer demand for New Zealand wine in key markets, particularly Sauvignon Blanc.”
However, much has changed in just 12 months and a more recent account by New Zealand Winegrowers for the year ending June 2024 shows an 11% drop in exports on the previous year. Furthermore, the ominous report by the International Organisation of Wine and Vine (OIV), on page six of this issue, shows New Zealand’s 2024 wine export volume (2.7mhl) and value (€1.1bn) decreased by 0.9% and 6.1%, respectively. And according to the Observatory of Economic Complexity, New Zealand was the third-biggest exporter to the US in 2024, accounting for just over half a billion US dollars.
What seemed an impenetrable surge in overseas sales has suddenly done a U-turn, and given that the US is its biggest export market, the 10% tariff from Donald Trump further laments the situation.
However, following the positive thoughts of OIV director general John Barker from page six, he references sustainability as one of the future-proofing methods for the wine trade.
Sustained focus
The 2025 edition of the New Zealand Winegrowers Sustainability Report states that 98% of all the vineyard area in the country is now certified sustainable through the Sustainable Winegrowing New Zealand programme, which celebrates its 30th anniversary this year.
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