Brief presentation for Introduction to Wine Business on Sustainable Viticulture and the Relevance to Marketing in New Zealand. By Robert Golding

1. Sustainable Viticulture
AND THE RELEVANCE TO MARKETING IN NEW ZEALAND
Robert Golding

2. Sustainability - A broad concept
often viewed as a goal
Economically
Viable
Environmentally
sound
Socially
Responsible
Sustainability

3. What is Sustainable Viticulture?
•Providing a ‘ best practice’ model of environmental practices in the vineyard and
winey.
• Guarantee better quality assurance from the vineyard through to the bottle.
•Biologically-based farming systems designed to be productive in both short and
long term.
•Sustainable viticulture is ecologically sound, economically viable and socially
supportive.
•Use of natural methods to combat pests and diseases

4. Reasons for becoming Sustainable
SUSTAINABILITY
INCREASING
IN IMPORTANCE
GOVERNMENTS
SOCIAL AND
ENVIRONMENTAL
CHALLENGES &
ROLE OF NGOs
CONSUMERS
COMPETITION
INVESTORS &
ANALYSTS
EMPLOYEES

5. Consumers
• In a study over 75% of respondents
said they would prefer to drink
wines that had been produced
using environmentally sustainable
practices
• Produces must therefore use some
form of eco-label to provide
consumers with information

6. Consumers
• over 72% of respondents said an
intention to purchase
environmentally sustainable wine
over one of similar price and quality
which had been produced using
conventional viticultural practices
• Only 11% of respondents had no
intention to purchase sustainable
wine ahead of a similar conventional
product

7. Global Interest in Sustainability
•Global and local challenges – environmental degradation, climate change,
resource scarcity, pollution, health threats
•Growing involvement in sustainable development and sustainable agriculture
among governments
•Growing investment in sustainable business and in manufacturing
•Many involved in certification and labelling

8. Marketing of Sustainable Viticulture
• Use of the term ‘green-wine’ or ‘going green’ to create a ‘clean and green’
image.
• Providing production practices on the labels of environmentally sustaintable
wine.
•Changing consumers perception on the quality of environmentally sustainable
wines.

9. Sustainable Winegrowers New Zealand
•Sustainable Winegrowing New Zealand was established in 1994
•In 1995- 1996 a group of growers developed a pilot “Integrated Winegrowing
Program
•Began with 5 vineyards
•In 1997 NZ wine growers received $150,000 and additional support
•In 2003 more than 300 members represented 60% of the total vineyard acreage
in New Zealand

10. Sustainable Winegrowers New Zealand
•Provides a framework for viticultural and winemaking practices
•Continual improvemet of a program to improve operational practices
•Have an external audit structure that comply with market expectations
•Aim towards the goal of making the New Zealand Wine Industry 100%
approved sustainable

11. References
http://www.sciencedirect.com/science/article/pii/S0959652609001486
http://www.nzwine.com/sustainability/sustainable-winegrowing-new-zealand/
http://vineatrust.com/q-a-sustainable-viticulture/