“What path should the New Zealand wine industry take to ensure its future success?”
New Zealand must continue to focus on its competitive advantage in premium wine. That competitive advantage has survived oversupply intact and rich opportunities still exist for premium New Zealand wine in both established and developing markets; but the industry must guard against strategic threats and operating weaknesses.
“What role should New Zealand Winegrowers play in that future?”
New Zealand Winegrowers’ priority role is to protect the industry’s competitive advantage from threats and weaknesses. Its secondary role is to support profitable growth.
These are the headline findings of the major Strategic Review presented by PricewaterhouseCoopers to New Zealand Winegrowers in late 2011.
It may seem obvious to state that the future of New Zealand wine depends on its reputation for premium products. But after several years during which the wine industry has been pushed and pulled in different directions, it is invaluable to have that objectively and rigorously re-affirmed.
Beyond the headlines, the Strategic Review provided factbased reassurance that the reputation of New Zealand wine remains strong and identified the markets where New Zealand wine can prosper. It also delivered the national body with a clear blueprint for its on-going role. Fundamentally, the New Zealand wine industry and its national body are on the right track. There are risks to be guarded against and some activities need to be
re-focussed. Action needs to be taken to position the industry to take best advantage of new opportunities in the future.
While there is much to be accomplished the goal is clear: to make New Zealand renowned around the world for its exceptional wines.
