N.Z. tries to widen E.E.C. wine sales

Press, 20 October 1980, Page 27

N.Z. tries to widen E.E.C. wine sales

European Economic Community approval of a list of New Zealand grape varieties and growing regions from which New Zealand wines will be allowed entry to the E.E.C. has been described as extremely useful, although not a breakthrough. “The E.E.C. approval will regularise the trade and mean that more New Zealand wines can enter the European market,” said the New Zealand Trade Commissioner to the United Kingdon (Mr P. M. Rodgers). New Zealand wine has been sold on a small scale in the United Kingdom for the last two years. Recently a New Zealand company exporting a variety of New Zealand wines signed a $200,000 deal for 10,000 cases of medium white wine, and the company estimates the European market could be worth several million dollars even in the next few years. “There is considerable potential for New Zealand wine in Europe providing prices can be kept down,” Mr Rodgers said.

“At present prices are probably the main reason for lack of real trade interest, and an extra marketing push is needed to sell larger quantities of

New-Zealand wine in Europe.” The manager of the firm which has been selling New Zealand wine in the United Kingdom for the last two years, Avery’s of Bristol, believed that if the wines were cheaper people would be readier to trv them, but did not see prices as a major obstacle. “We sell quite a lot of New Zealand wine to the top end of the market, to people who like to experiment and think they will try something differ* ent.” Mr John Avery said. “Those brave enough to trv New Zealand wine once often come back for it,” he said. Avery’s has marketed special offers for what it terms “new world selections,” with wines from New Zealand, Australia, and California.

In general. New Zealand wines sell in the United Kingdom for between $5.50 and $7.70 while the cheaper French and German wines sell for about $2.20.

Mr Rodger believed that it was essential for New Zealand wines to reach the United Kingdom market, if only to be in line ’or reviewing by the influential wine critics.

“A good review by. a European wine critic will often help sway a buyer

in other parts of the i world. particularly in ! Japan and California," he i said.

The New Zealand High Commission makes a point of serving guests at functions New Zealand wine, with traditional New Zealand delicacies, such as lamb and kiwifruit.