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New Zealand wineries go high tech to tap into U.S. sales

on 21/02/11 at 10:14 am


A saturday night webcast of a New Zealand wine tasting in Chicago is one of a myriad of new techniques the Kiwi wine industry is using to target lucrative overseas markets.

In September a group of 21 boutique New Zealand wineries hosted a luxury weekend in Denver, Colorado to launch a project called “Complexity – The Fine Wines of New Zealand”.

Backed by New Zealand Trade and Enterprise, its aim is to target key influencers in the upper echelons of the American wine market, who to date have not perceived this country as a producer of top-shelf wines.

Leading the project is Craggy Range managing director Steve Smith, who says the Complexity group is making use of social media to reach its audience.

A Waitangi Day tasting in front of a studio audience in Chicago was webcast around the world, and gained significantly more viewers than a similar Australian tasting the week before, he said.

“What that shows us there is definitely an interest in New Zealand wine in the US market.”

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