Marlborough Wine Brand Perceptions

Last month we invited you to complete a survey to help inform Wine Marlborough's messaging direction to celebrate Marlborough wine’s 50-year milestone and assist with a review of our branding to ensure we can successfully champion our industry and region.  Thank you to everyone who lended their voice to this project, we have been able to build a solid understanding around the alignment Wine Marlborough has with the New Zealand Wine brand essence and the MarlboroughNZ brand while understanding our place and where we stand.  We will make a full report available to members soon. In the interim, we would like to share with you some of the key takeaways. 

We conducted an online survey with 192 respondents which, with a confidence level of 95% gives us a margin of error of 7.

What this means: If 70% percent of your sample picks an answer you can be 95% sure that if you had asked the same question of the entire population of industry stakeholders - between 63% (70% takeaway your MOE of 7) and 77% (70% plus your MOE of 7) would have picked that answer.

In addition to the online survey three focus groups were conducted, made up of 19 industry stakeholders representatives who represented a mix of voices throughout the Marlborough wine community. Additional phone surveys were also completed to ensure we got a mix of the identified stakeholders’ voices as there were some key groups that were not represented in the focus groups. 

All survey methods have been taken into consideration with equal weighting to help inform the findings. 

The Marlborough Wine (MW) narrative is strongly influenced by its hero variety, Sauvignon Blanc (SB). SB is a credible narrative that took Marlborough (MLB) to the world stage and developed an iconic status like other hero NZ brands - its dominance in the region is noted throughout all survey feedback. 

There is a real sense that the industry is more than just SB and that the drive behind the scenes that sees the dominance of this variety has fostered an industry full of premium wines, lovely surprises that deepen the appreciation for the region and the industry alike. 

There is more than meets the eye, with complexity and layers to the narrative of MW. 

Key strengths for MW were identified as being people, place, community, uniqueness, diversity, capability, and innovation. Qualitative data shows mostly an investment and emotion behind the brand Marlborough Wine. There is life to this brand, and it is palpable. 

There is a sense of inescapable magnetism at an international scale for the industry which is seen as a positive to the place and the people. There is respect for the craft, which is confidently passed on not just through generations, but across regions as people come to learn – MW are guardians for their craft and guard this by sharing, to keep it alive and strong. 

The roots of innovation are well embedded with an unmistakable sense of wanting to take wine further, explore and innovate. There is an allure to being limitless with a genuine collegial underpinning foundation. Innovation is not bound by tradition; Kiwi ingenuity takes flight as the dynamic industry plays and builds on what has come before and those around us.  

Genuine connections strengthen the industry, like millions of neurons making connections and growing, building, and taking the industry forward. Community is alive, well and flourishing. 

MW has been likened to something that is highly desirable but difficult to find or obtain. A distinctive and unique industry that creates wine that cannot be replicated.

There is a feeling of balance communicated through a harmony of contradictions. Of scale and artisanal production, where clarity and complexity collide. Where sophistication meets a relaxed essence, local meets global, where energy and life meet a fresh clarity, where fun meets tranquility, sustainability, and growth.

Sustainability of the industry is seen with mixed views, with industry players talking to regeneration and biodiversity, giving back to the land and nurturing mother nature, while others contradict this.  

The natural environment plays a significant role in the wine, it is fresh in every sense, from the mountain ranges to the ocean and the unique climate conditions that allow the industry its place on the global stage. It is the sunlight that comes through as the defining reference, spoken of fondly by those that live in the place with detail and the same warmth you could expect from this unfiltered guardian of the sky. “There is a feeling of open air, the light is different, the sunshine is different. It is a feeling.” 

There is more to the region than wine, but wine is an important part of the narrative, growing and contributing to the success of the region and providing opportunity for our people and other industries to thrive. 

There is history in the places where the wines stand, the pioneering spirit of those that came before, the orchardists that are remembered fondly by older demographics and the generations that give so much of themselves to grow the industry to what it is today. 

There is a sense of lost identity as larger players come in and dollars ebb out what many see as the industry's essence. But history is never lost, while the players in the story shift, the essence of ‘who we are’ and ‘why we are’ stands true, like deep roots that tap pure springs deep under the gravels - there is a real sense of the need for this definition of who the industry is.  

Domestic markets need help to see MW for what it is – premium, and one you want to be mates with. The one you pick to impress, the one you pick that brings joy to the occasion and enlivens palates. The one you put in the trolley above all others – for your own reasons, whether you like SB or not. Nothing should feel rural or provincial about this brand, it is worldly, accomplished and stands above other wine regions. 

Quality is known. Diversity is recognised. The experience on the palate and of the wider region adds value to the narrative. While we may choose MLB for SB, we find more around every corner, in every bottle and in every story – exploration is endless. 

Trust and quality drives consumer choice. What’s cool, whether it’s cool to admit it or not, also impacts what makes it to the wine glass at a BBQ, at the restaurant or on the kitchen bench. Has SB had its day and therefore MLB by association? We say no. 

The brand’s personality is gregarious, lively, approachable, and aspirational. It’s contemporary and fresh. Vivacious and magnetic. There is a casual elegance to the brand.

For more summative detail, please keep reading below.

We will also share a full report soon which will go into more detail around the findings.

VARIETIES 

• While our brand narrative is strongly influenced by our hero variety - Sauvignon Blanc (SB), there is a strong recognised story that the industry is more than just SB.  

• Respondents call for Marlborough wine to be seen as more diverse and for there to be recognition for other varieties, with a particular nod to Pinot Noir. They would like diversity to be celebrated and reference the impact of the sub regions. Some would like to change the “misconception that all Marlborough SB tastes the same.” There is diversity of flavour, breadth and depth to the MW offering. 

• There is a strong sentiment for changing the perception of Marlborough wine to be less about the volume produced.

• Associations of the industry linked strongly back to SB and other wine descriptors with definitions like: gravel minerality, unique fruit hit, punch, crisp, fresh, fruity, pure, flavourable, zesty.

• It was noted that SB is not a bad thing for MLB wine to hang their hat on and there is a sense of pride to the place of SB in Marlborough and what it has done for the region. It was noted that MW needs to be adaptable to drinking preferences that are changing. It was also noted that being known for SB gave an icon status, likened to the All Blacks - something to be proud of - being on menus around the world.  

• It was recognised that there is not only regional diversity in the SB – that it can be distinctively different with complexity and layers to the story. But, there is also diversity in varieties. Pinot Noirs were mentioned as being different and challenging our perceptions of what a good Pinot should be. The idea of sophisticated wines across all varieties was challenged.

MARLBOROUGH

• Reference to place was common. ‘Rows of vines’ were identified several times with other visual markers for place. Open natural spaces was the general theme second to the reference to vines. Climate was also mentioned and sunshine came through repeatedly. 

• We are proud and there are stories of place and people to be told and an opportunity to link (the narrative) to the land. Recognition that Marlborough wine is good for our region, and New Zealand - socially (jobs, opportunity, community, diversity of people), economically (large industry, farmers/growers benefit)) and environmentally (compared to other agricultural land uses). That there is ‘beauty of place’ – it is the people, land and experience. It is a region that offers wine and food in stunning settings and world class quality. 

• Place and People came across incredibly strong brand associations. “Tūrangawaewae” was mentioned directly. Tūrangawaewae are places where we feel empowered and connected. They are our foundation, our place in the world, our home. 

• Community also came across as a strong concept in relation to Marlborough wine. From international culture in MLB, to care and collaboration, support and knowledge sharing. It was identified that there is a permanence of international culture in Marlborough and that is part of the wine story. There is diversity (and strength in this) and an attraction to being limitless in winemaking and viticulture. 

• There is a generosity of spirit – an active presence in the community. “Stuff just happens in MLB.” People are involved and engaged – there is heart here. Here are so many positive stories on how committed the industry is to MLB and MLB is to the industry, there are opportunities to talk with pride about this. To be proud and speak up. It's a reciprocal relationship.  

• It was identified that there is a collaborative approach across the region, that they are not siloed – they help each other. There is so much overlap within the community unlike other industries, they share knowledge and passion for our place and our industry. The sense of community is noted as a big advantage to the industry. There is a spirit of sharing knowledge and friendship. There is comradery and collegiality. 

ENERGY

• Strong energy words came through in responses such as vibrant (significantly so), surprise, expressive, refreshing, fun, energy, luminosity, exciting, bold and intense. 

• The concept of excitement was raised being likened to opening a door (to the Marlborough wine region) and being surprised what’s behind it – surprise that no two places are the same and that there is something for everyone. Noting simultaneously that we are not nothing for nobody – we are still unique – we are special. 

• Words like alive, connected and renowned were also identified. Excitement came through when talking about the sunlight – “the sunlight is amazing, it's a pale blue and bright amazing colour which impacts what grows.” 

• Feelings and senses that were identified as part of this brought life to the brand with words like excitement, alluring, fresh, vibrant, excitement, brave, guttural, memorable, passion (one that has been here for a time). There is transportation to the place, the food, scenery – a summer scene. One even referenced feeling bougie (an adjective to describe someone from a lower class status who acts like they are rich and live a lavish, wealthy life). 

SIZE

• Scale of the industry was referenced also with words like ‘large’ and ‘industrial’ being used – in some instances with negative sentiment. 

• It was noted that there are very few that make it overseas and that due to the success and power of the industry here many have been able to (ride coat-tails) enter markets without government support. It was recognised that the large (businesses) are here and invest in the region and they have the power to innovate. The international scale mentioned as a way to define and share who MW is. Phone interviews also brought to light words like dominant, plentiful and available which can be likened to the size of the industry. 

• Due to the size of the industry and prevalence of the wine in some markets, at trade level, some (lower level) see Marlborough as a “machine” with big brands that produces wine that all tastes the same. It was identified that there is an opportunity to educate people that this is not the case. 

• The concept of volume and premium did seem to be at odds with one another.

 

QUALITY 

• Quality was a key theme throughout and came through with what could be interpreted as iterations, such as premium, respected, superior, industry-leader, inimitable and world-class. ‘Quality’ (80.95%) stood out as the leading ideal/concept people think Marlborough wine embodies with just over 80% selecting this. This was followed by ‘innovation’ (with 55.56% selecting this), ‘genuine’ (42.33%) and ‘confident’ (42.33%).  The lowest association was with the word ‘curious’ with 10.58% selecting this. 

• While ‘quality’ and ‘premium’ were key points people would communicate about MW. It was identified that there isn't balance in this perception across both domestic and international markets. 

• Domestic markets have a lower perception of the quality of MLB wine. Impacted by many factors which include supermarkets using some brands as ‘loss leaders’ and potentially the ‘tall poppy syndrome’ known to influence Kiwis’ buying behaviours. 

• Concerns were raised at other times that in NZ MW isn't sold as a premium product, yet overseas it is. There was also reference to the fact that MLB feels ‘rural’ which potentially impacts on the premium positioning. Provincial undertones are felt and potentially impacting the narrative domestically. 

THE WORLD STAGE 

• International recognition and reach also featured highly as a first point of reference. With words like famous also featuring. 

• ‘World class’ came through with 70.37% selecting this as a word/s they would use to describe Marlborough wine. Followed by ‘fresh’ (69.31%), ‘unique’ (58.73%), ‘premium’ (53.97%) and ‘delicious’ (50.26%).  

PEOPLE AND PLACE

• We looked at the impact of key topics of ‘people,’ ‘place,’ ‘history,’ and ‘future’ and their place in the Marlborough wine 'story.' ‘Our place’ had the highest weighted average (4.74), followed closely by ‘our people’ (4.45) and ‘our future’ (4.42).  ‘Our history’ was the thing people thought should have less of an impact on the Marlborough wine 'story' with 30.85% stating it should have a ‘low impact’ whereas  all other factors scored less than 10% for ‘low impact.’

• Respondents were asked from a series of statements, which they believe to be true about the Marlborough wine industry. The highest scoring statement was ‘Living in a region of beauty and bounty makes our industry thrive.’ This was followed very closely by ‘we innovate and adapt’ and ‘we are respected.’ The lowest scoring statement was ‘we make no compromises when it comes to quality.’ The other noteworthy statement that scored highly compared to the rest of the statements in regards to being ‘not true’ was ‘we have deep respect for our land and our people’ with 8.52% stating this is not true. Respondents would like people to see Marlborough wine as more sustainable and to see more care for the natural environment. 

• ‘Championing sustainability and growth’ and ‘celebrating our people and their diversity’ were both areas where the most perception improvement can be made. 

• The industry was referenced as being regenerative – generation after generation. There was recognition for the relationship between innovation, planet and resources. There were comments that (the industry) doesn't voice how regenerative and sustainable the industry is. “Used to be a hard, dry and horrible plain to grow on and use – before that was swamps. We return more water to land than we use. There is inter row planting. And, organic matter and insect life is thriving and brought back (to these locations).” 

• The concept of sharing is also noted. With one speaking of manaakitanga (hospitality, kindness, generosity, support - the process of showing respect, generosity and care for others). People want to show off the region and help build the Marlborough wine brand by inviting others to share the wine. The idea of the wine often bringing up feelings of togetherness and meeting people as well as the intangible experience of the place.

• “Marlborough is often criticised as predictable, mass-produced and boring... we need to counter this by changing the narrative to one of excitement, continual improvement, pushing the boundaries in terms of varieties, winemaking styles, environmental initiatives such as greatly improved biodiversity in the vineyards.”

IMPOSSIBLE TO IMITATE 

• Unique was another key identified perception. Words like distinctive, unique, unicorn, and different were common in feedback. It was clear that the feeling that MLB wine cannot be replicated is strong and alive amongst stakeholders. 

INNOVATION 

• Innovation was also a key topic. It was identified that as a young wine making region, and there aren’t the rules (like 400+ year old wine regions), that there is an ability to play and innovate – to be dynamic. 

• The industry was explained as “living, breathing and moving – growing.” 

• Innovation was also referenced as being pivotal to the style of MLB wine, being clean and fresh. 

• Some respondents believe the wine style is evolving as the industry grows, being more refined and more polished wines. 

• It was noted that winemakers are starting to play outside the box and push the boundaries, and there is a sense of excitement here. There is a willingness in the community to help innovation through research – to go out of their way.

• Innovation is a journey, there are new ways of doing things, people are thinking differently not just in wine making or grape growing, but in technology and productivity. There are people doing amazing things. There was an identified link between the ‘pioneering spirit,’ and forward thinking industry especially around the regeneration space. 

• “We are Kiwi ingenuity when it becomes limitless...we are not afraid of what has gone before. We twist it, make it kiwi and make it fly.”