On switching on the radio this morning and heard that UK newspapers have had the audacity to print something negative about New Zealand wine. The Times suggested buying French wine instead of New Zealand, it was reported to reduce your (UK readers) carbon footprint.
New Zealand wine industry members were reported as being concerned that the comparison was not fair in that it was sea freight vs. road freight and that more had to be taken into account. Although when I went online, I was surprised to see that the Times article was dated over a month ago on the 20th of April 2007 (the wine parts near the bottom). More surprise ensued as the article was actually comparing sea freight to road. Whether this is accurate I can’t judge but the New Zealand wine industry is in the unusual position of being on the back foot a little.
In a rather strange twist of fate New Zealand and Australia are going to be left arguing this marketing battle from the more difficult position than their competitors in Europe. Strange twist because Australia and New Zealand along with other new world producers stormed the UK with their simple straightforward varietal wine labelling which has caused the European producers more complex appellation systems difficulty ever since. Now it will be the Antipodeans left pitching a rearguard action based on complex total supply chain carbon impact. Whist more informative and accurate will anyone want to listen?
Marketing against something as simple as how close to market the wine is made is going to be a very expensive business. No doubt it will be made more difficult because of it’s benefit to the marketers of those wines made closer to or in the European market.
Australian and New Zealand wine growers would be well advised to look at working together on this one and hope that it hasn’t already got too much traction in the wine buying publics mind.
NZ newspaper links
Local Blog reaction
My other carbon post