New Zealand’s reputation a premium wine exporter could diminish if the government does not support its marketing efforts, Kevin Roberts, CEO of global advertising agency Saatchi & Saatchi, recently told a wine conference.
“It is vital you get the New Zealand government to help because as individuals you have not got a prayer,” Decanterquoted Roberts. “Otherwise, others like the USA, Argentina, Chile and South Africa will jump in. You need to secure your premium position.”
New Zealand producers currently fund the wine industry’s marketing efforts to the tune of NZ $9m annually but would be applying for additional government funding, the New Zealand Winegrowers association said.
The New Zealand government has indicated that it would be prepared to invest in the marketing of the wine industry. And so they should. Promoting the category brand is just as important as promoting individual brands.
This applies to the South African industry as much as it applies to the New Zealand wine industry.