Sustainable Wine Brand Shines Through Downturn

Going to market in 2008 as the economy plunged should have spelt disaster for a boutique New Zealand wine brand committed to organic principles. Instead the recession has marked global success for Urlar Wines – through its perseverance, values and skillfully told story.

Angus Thomson arrived in New Zealand with the legacy of five generations of farming in his blood. He teamed up with highly regarded local winemaker and viticulturalist, Guy McMaster, to grow and produce quality single vineyard, artisanal wines. Urlar, which means ‘the earth’ in Gaelic, salutes their respect for the land.

“Our branding by specialists Tardis Design has been key part of our success.” notes Thomson “It captures people’s imaginations with its textured story of origins, handcrafting and longevity. The other part we have to back up with exceptional wines that appeal over and above our sustainable values. All too often ‘green’ wines feel they can stand on these values alone but you need to deliver on the whole package to truly succeed.”

This vision has driven Urlar to pick up eight offshore markets this year – with early indicators showing that increased sales will force an early release of their next vintage. This has been no small feat for a boutique producer who cannot discount in the manner of larger wine brands.

Peri Drysdale, founder of Untouched World (New Zealand’s highly regarded sustainable fashion and sportswear brand) is a fan. “Urlar shone for me on all levels,” she says. “Brands shouldn’t lean on their sustainability credentials yet deliver a mediocre product. Urlar wines are exceptional and they have values and packaging to match.” Daniel Hart, of UK wine importers Entoria, explains that “one of the things that attracted us is the striking packaging, which evokes not only the spirit of their commitment to sustainable practices but also the family history.

With their organic certification on track come through in the New Year, Urlar have conviction in biodynamic and organic principles, citing it as their passion and their difference. The manure from their Highland cows enhance compost and inter-row crops increase the biodiversity of vineyard. “We see ourselves as the custodians of the land and note that this pays dividends in the distinctive characteristic and flavour of our wines.

As praise for the wine and its branding pour in, Angus chews on a piece of clover he has plucked from between the vines where it is grown for its nitrogen fixing qualities. “Who would have thought a Scotsman would be growing clover half way round the world – and indeed that his product would be wine not whiskey!”