"I set out my goal and told them all 'what I'm hoping to achieve is to be recognised globally as being the world's most sustainable winery and vineyard'."
Yealands has arguably won every major sustainability award in the world. His conversation slows noticeably and a sense of wonder, almost awe underpins the evident pleasure in his voice as he says: "You know I didn't actually believe we'd do it. I hoped and I knew we'd get close but, here we are."
The firm is New Zealand's sixth largest winery by export volume and fastest growing by sales, with a presence in 80 markets and, says Yealands, facing another audacious goal - to become a truly global wine brand.
"We enjoy great success in the UK market and are about to launch in every State of the US, Utah aside for obvious reasons. The US is key to global success, and this is our stretch now, to be acknowledged among the world's biggest premium wine brands."
Truly global wine brands, such as Yellowtail and Moet, are household names. They break barriers, surpassing variety, region and country - all-important tools for wine marketers fighting for the hearts and wallets of wine drinkers worldwide.
"I know it's a long way off. For recognition our brand is second, not just to New Zealand wine as a whole, but behind the Marlborough region too. We have a lot of work to do. But we are up for the challenge."
Quite clearly, Yealands loves a challenge. "I was born with the genetics of challenge," he says. "I got it from my dad. The drive to take on the status quo. The drive for winning. There is only one place in a race and that is first.
"That is my view on all things that we do. And I'm surrounded now by a team of exceptional people who are out to prove that we are a winning team."
They've notched up an impressive list of firsts. Notably being the first winery to be carboNZero certified from start-up.
At a time when northern hemisphere wine buyers have been alarmed at the carbon footprint of Australian and New Zealand wine, Yealands Family Wines measured and offset 100 per cent of its greenhouse gas emissions at inception.
Yealands doesn't dwell long on these acknowledged achievements. He insists on discussing ongoing innovations behind a staunchly green ambition. The list is long and includes a team of three staff working full time in compost production, investment in a huge solar array, and a year-long practice turning pruned vines into an energy source.
The impact reaches beyond the gates of Yealands Estate, as it collects waste from wineries across the region, turning it into a rich nutrient source for wine production.
But Yealands doesn't stop in the wine industry. Waste is gathered from Marlborough's mussel processing industry too, trucked in and processed on site to provide potent natural inputs to enrich the soil, the vineyard, the grapes and ultimately of course the wine.
"Every innovation, every step, plays its part in the flavour profile and quality of the wine," he says.
Yealands does admit to being mystified that sustainability is not the focus for every producer in the wine industry and beyond. "What I've learned," he says, "is that sustainability is not an expensive practice. It pays itself off over time. It pays itself back over and over, and it's not hard. In fact, it's the most satisfying thing you can ever do."
International Accolades for Sustainability
• Green Apple Awards for Environmental Best Practice 2014
• Drinks Business Green Company Of The Year 2014
• Best In Business "Most socially or environmentally responsible business" 2014
• International Green Awards "Most Sustainable Medium Sized Business" 2012
Drink this
Yealands Estate Single Vineyard Gruner Veltliner, Awatere Valley, Marlborough, 2014, is little known in New Zealand but is rapidly gaining popularity due to its perfect match with full flavoured, even spicy Asian/fusion food. Yealands was among the first to produce this white wine in Marlborough. Expect a bold flavour of ripe stonefruits in a full and fragrant wine.
This article is an Element Advertising Promotion.
