infonews.co.nz
INDEX
WINE

Bird Winery Set to Crack European Market

Wednesday 8 July 2009, 11:24AM

By Village Public Relations

545 views

TAURANGA

Bird Winery is breaking into the European market thanks to a new distribution agreement with DIVA New Zealand.

One thousand cases of Sauvignon Blanc, Pinot Gris, Gewurztraminer, Riesling and Pinot Noir have just been sent to Germany under the deal, with more to follow.

Winemaker Steve Bird says as the wine market matures there is a proliferation of brands, reducing the amount of room and opportunities for wineries to participate in new markets.

“The traditional distribution houses are spoilt for choice, therefore it is really difficult to convince them to add your brand to their portfolio.

“Through our collaboration with DIVA we have been able to circumvent the conventional wine distribution route and now have access to new European markets
and customers at a more competitive price,” says Bird.

DIVA New Zealand is a wine-export agency which places New Zealand wine brands with international importers. Their extensive network means Bird only has to deal with one partner to access a range of international markets.

Bird says in these tough economic time wineries have to be creative about getting their wine to market.

DIVA spokesperson Carl Robinson says the popularity of New Zealand wines in Europe has seen exports grow by 200 percent in the last three years. But because of the distance involved, European importers often shy away from adding New Zealand wines to their portfolios to avoid logistical problems.

“The Diva New Zealand team, which is made up of international as well as regional wine experts with close relationships within the New Zealand wine scene, is in a position to avoid these problems and to establish contact with the best producers of the country such as Bird Winery,” Carl says.

“We are thrilled to be representing Bird Wines and are confident they will be well received by our European customers.”

Under a separate Joint Venture, Bird has been making wine for DIVA New Zealand’s own labels, Black Sheep and Kauri Bay which has also just been sent to Germany for European distribution.

Earlier this year Bird signed an exclusive agreement with Cellar Select/Top Value Liquor Association to distribute Bird wine in New Zealand through their national retail chain which includes nearly 70 wholesalers.

And in another international Joint Venture, Bird is producing and selling a range of wine under the brand name MANU with USA-based importers, David and Michelle Duckhorn, whose family founded the esteemed Duckhorn Winery.