Wine rivers flow from Bay to world

Hawke's Bay Winegrowers chairman Michael Henley at this week's new branding launch in Napier. Photo / Warren Buckland

Hawke's Bay Winegrowers this week unveiled their new branding for the region - the stylised image of five rivers which run across the Bay. It is designed to give the region unique national and international recognition in an industry that, like the latest 2015 vintage is looking good. Roger Moroney put five questions to winegrowers association chairman Michael Henley.

1. How many members make up Hawke's Bay Winegrowers and who was involved in the development of the new branding?

Hawke's Bay Winegrowers represents approximately 75 wineries and 145 growers. The winegrowers board, which is made up of eight members, made the decision to create an umbrella brand that would provide its members with a regional identity out in the marketplace. The separate Hawke's Bay Marketing board comprising six people was also involved in the development of the new branding. This board is responsible for implementing most of the market activity that takes place and its input was invaluable in making sure the brand was relevant to the market.

2. In the few days since the launch of the new brand for Hawke's Bay wine what sort of reaction have you experienced about it?

All of the reaction to the new branding has been very positive. The winemakers I have discussed it with are all in agreement that the rivers are a major part of their story and that the idea of Hawke's Bay as a region of contrasts is also very appropriate.

3. A lot of time, effort and money has gone into getting the Hawke's Bay name out there in the wine world - is it paying dividends now?

The profile of Hawke's Bay wine is definitely starting to lift on the world stage. This is starting to pay dividends with the increased investment in the area from the likes of Delegat's and Villa Maria as well as continued interest from overseas purchasers. All of this added investment in the wine industry of the region is positive for the region as a whole. There is still a lot of time, effort and money that needs to be spent to reach the level we need to ensure a profitable and sustainable wine industry for Hawke's Bay.

4. Is there one stand-out thing wine media and trade people remark on about the Bay region when they are here?

Wine media and trade love visiting Hawke's Bay because we offer them something different from the rest of New Zealand. We are able to show them where the New Zealand industry has come from as we have some of the oldest wineries in the country but we are also able to show them some of New Zealand's most exciting red wines. They are also obviously very impressed with the quality of the wines.

5. The Chinese market is growing - what do they find appealing and are Hawke's Bay wineries on the right track to make the most of that market?

China is still predominantly a red-wine market and this is where Hawke's Bay has the advantage over other areas of New Zealand. Historically they have also been very interested in those wines that are made using the varieties that the region of Bordeaux in France has made famous. Therefore the merlot, cabernet sauvignon, cabernet Franc blends are well received in this market. They also seem to like wines that are little softer in acid which Hawke's Bay can do as it is a warmer region. The work that the Hawke's Bay China initiative is doing in China is educating Chinese trade and consumers about the benefits of our wines. The 17 wineries who are part of this are all committed to spending time in China and over time building our brands and increasing sales in this important market.