The medium is the message, says first Maori export wine company

By IRENE CHAPPLE

Somewhere in America, Maori culture is on the winelist.

The Tohu Wines label was created five years ago as a vehicle for promoting Maori culture overseas.

Chief executive James Wheeler explained that the wine's back labels were big enough to fit a Maori tale.

And although selling wine was secondary to selling the culture, Tohu Wines' first pinot noir sold out within months of its release in May.

It followed the sauvignon blanc and chardonnay varieties, produced since 1998.

Next year, Tohu Wines will pick 25,000 cases from its vineyards. Its first vintage was 3500 cases.

Tohu Wines claims to be the first Maori export wine company. Its goal, said Mr Wheeler, was "to have tourism associated with Maori arts and culture, and to have Tohu Wines right up there".

There were two themes presented on the labels: the sanctity of the land to Maori people and the wisdom and values of the elders.

Finding the brand name was difficult. Mr Wheeler said Tohu, a generic term meaning mark or sign, worked for the export market because Americans and British could pronounce it.

The name was discussed with iwi of the company's three shareholders - Nelson's Wakatu Incorporation and Ngati Rarua Atiawa Iwi Trust, and Gisborne Wi Pere Trust.

The branding had to be accepted by all the iwi, Mr Wheeler said.

"We didn't want a name that would fly in the face of our culture."

Concerns were raised by elders over Maori branding on alcohol, and whether it promoted drinking.

Mr Wheeler said the branding did not target Maori, and the product was not for young drinkers.

The wine, retailing at $16 to $25 a bottle, was aimed at the 25 to 40-year-old market. It is largely an export product, but is sold here through some 20 restaurants, and to private clients.

Mr Wheeler said that although America was the original target market, Tohu Wines were flying off the shelves in the UK.

Research by Trade New Zealand's Maori Enterprise Team had been invaluable, he said.

New markets were now being investigated. And, Mr Wheeler said, the more that was heard about Tohu internationally, the more Maori culture would be promoted.