25 Aug 2014

Winegrowers see growth through value

6:39 am on 25 August 2014

Future wine industry growth will largely come from increased value, rather than from planting more vineyards, New Zealand Winegrowers chair Steve Green says.

grapes

Photo: PHOTO NZ

The industry exports more than $1 billion worth of product and has set a target of nearly doubling that within two years.

It has confirmed a record grape harvest this year of 445,000 tonnes, up about 60,000 tonnes on last year.

Mr Green said there would be minimal growth in volume. He cited the Marlborough region, which was the country's biggest wine growing area, where production and land availability were peaking.

"We anticipate continued growth within the industry over the next few years but we are anticipating that it will be growth in value, as we drive up the value of our wine rather than growths in volumes."

He said that would depend partly on changes in exchange rates, but also on giving New Zealand wines a premium value in all markets.

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