Trends in Production and Export
The initial focus for the industry's export efforts was the United Kingdom. The late 1970s and early 1980s were not only pioneering times for production but also marketing and as with many New Zealand products, wine was only really taken seriously at home when it was noticed and praised overseas and in particular by British wine commentators and critics. For much of the history of New Zealand wine exportation the United Kingdom market, with its lack of indigenous production, great thirst and sophisticated wine pallate has been either the principal or only market. In the last decade the British market's overwhelming importance has eroded; while still the single largest export market, it now (2006) makes up only one third of total exports by value, only slightly larger than the American and Australian markets. Japan is a particularly strong importer of high-end New Zealand wines: in 2006, it spent NZ$14.44 per liter of wine imported, compared to New Zealand's average price of NZ$8.87/L.
New Zealand's wine industry has become highly successful in the international market. To meet the increasing demand for its wines, the country's vineyard plantings have more than tripled in the ten years ending in 2005. Sales continue to increase. For example, "From 2004 to 2005, exports to the United States skyrocketed 81 percent to 1.45 million cases, more than two-thirds of which was Sauvignon blanc, still the country's undisputed flagship wine."
The trend at midpoint in 2008 is an increased recognition for the small artisan wineries. These small wineries represent over 80% of New Zealand's total producers and are located throughout all wine regions.
Read more about this topic: New Zealand Wine
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