New Zealand's First Ever Full-Bodied Reds Roadshow

PR Newswire

Introduces 'Rising Superstar' to Beijing, Xi'an & Shanghai 02-06 December 2013

BEIJING, Dec. 2, 2013 /PRNewswire/ -- New Zealand's rising superstars, full-bodied red wines, were showcased during the "Tasting New Zealand" roadshow in three China cities from 2-6 December 2013.

Over 50 hearty Bordeaux-styled blends and Syrah poured by 11 wineries from New Zealand's renowned red wine producing regions, such as Hawkes Bay and Auckland, took centre stage in the promotional prelude to the festive season.

The highly anticipated event, which travelled to Beijing today and will continue to Xian (04 December) and Shanghai (06 December), delivered a compelling seminar for trade and media and a walk-around consumer tasting to bring highlights from New Zealand's eclectic range of red wines to these three key locations with strong wine consumption.

"Bordeaux-styled red wines are extremely popular in China. There has been growing awareness and interest in New Zealand reds so a definite niche exists in the under-tapped markets in Northern region of China for New Zealand's full-bodied varietals," said Mike Arand, the Shanghai-based Trade Commissioner for New Zealand Trade and Enterprise (NZTE).

"While New Zealand's Sauvignon Blanc and Pinot Noir wines are already internationally acclaimed, our rising superstars are full-bodied reds. New Zealand's Bordeaux-styled blends and Syrah are attracting growing, deserved recognition among connoisseurs as world-leading red wines," said New Zealand Winegrowers (NZW) Asia Marketing Manager Natalie Potts.

The roadshow continued the high profile promotion of the New Zealand wine brand across China this year. NZTE and NZW are mounting a concerted effort to position New Zealand as a premium wine producer.

New Zealand wine exports to mainland China have soared from 200,000 litres in 2007 to 2.5 million litres in 2013 (ended June 2013). In value terms, exports have risen from RMB 10 million (NZ$2.1 million) in 2007 to RMB 135 million (NZ$26.9 million) in 2013, elevating China to New Zealand's fifth largest wine export market. The export boom has been especially notable since the signing of the New Zealand-China Free Trade Agreement in 2008.

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About Wine High Impact Program

New Zealand Trade and Enterprise (NZTE) and New Zealand Winegrowers (NZW) are working together to promote New Zealand's wine brand as a premium offering through the Wine High Impact Program into markets where there are significant opportunities for New Zealand Wine, namely China, the United States and Europe.

NZTE and NZW have made a significant commitment to the New Zealand wine category in China over the next three-to-five-years via the program, with an export value target of NZ$150 million (US$120 million) by 2020. *Exchange Rate: NZ$1=US$0.8

The program focuses on leveraging key Chinese influencers to build the profile of New Zealand as a producer of consistently high quality wines; delivering a comprehensive program of events; conducting a traditional and social media campaign; and providing trade education which will include a program of targeted workshops in New Zealand that will provide New Zealand Wine companies with local market information to help with developing effective strategies for managing and growing their business in China.

About New Zealand Trade and Enterprise

New Zealand Trade and Enterprise (NZTE) is New Zealand's international business development agency. Our role is to help New Zealand businesses grow into international markets. Through a global network of 46 offices, we connect New Zealand businesses with the world, sharing opportunities, knowledge, experience and networks.

For further information please visit

About New Zealand Winegrowers

New Zealand Winegrowers is the national organisation for New Zealand's grape and wine sector.

New Zealand Winegrowers conducts a wide range of tasks on behalf of the wine industry including: advocacy at regional, local and international levels; providing a global marketing platform for New Zealand wine; facilitating world-class research on industry priorities; giving the industry timely and strategic information; and organising sector-wide events. These activities are developed around the goal of "Building a Great New Zealand Wine Industry".

New Zealand Winegrowers is based in Auckland, New Zealand, with overseas offices in London, New York, San Francisco, Toronto, Melbourne and Hong Kong.

For further information please visit


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