I truly believe that the time is upon us to start marketing Martinborough Pinot Noir as it should be. The region needs to pull together and start working as one rather than in competition with each other.
To start with I would design a bottle that all Martinborough Vineyards would use, thus reducing the cost. I would put a pattern on the bottle like they do in Chateauneuf-du-Pape. This gives the consumer a bottle that is easily recognisable and looks trustworthy.
I would then create a Waiarapa sub region group and employ the same tactics throughout Gladstone etc. Sharing the knowledge reduces the overall cost of implementation and dis-inhibits the winery from spending money. By making sub-regions and marketing them properly the region could grow and overtake Central Otago Pinot Noir sales.
With a little bit of thought the region could see their Pinot Noir become a best seller like their competitors in Central Otago. They have marketed themselves as a group and taken their wines to the world.
Start small and then grow. So start with the bottle design and labelling then move to other regions. Make the wine 100% Martinborough fruit and thus increasing the integrity of the region.
This same business model could be implemented in any of the viticultural regions and see sales increase. So take the lead and start a new and exciting challenge. I know that most New Zealand wineries see each other as competition but working together for the region will pay off.
Your challenge is to do it!
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