HAWKE’S BAY: Wine producers in Hawke's Bay are being rallied to take on Australia’s reds as excitement about New Zealand wines grows.

Australia is New Zealand’s second largest export market (NZ$179.9 million for the year ending June 2007), behind the UK (NZ$227.4 million) and ahead of the US (NZ$175.5 million). 

Monty James, New Zealand Winegrowers’ recently appointed Australian marketing projects manager, believes that Hawke’s Bay Syrah and other Bordeaux blends with their early drinking styles are well suited to the developing Australian palette.

He says they are being embraced enthusiastically by wine critics and consumers alike.

“We see strong potential for Hawke’s Bay red wines as the Australian wine media and sommeliers direct consumers to more elegant, food-friendly styles,” says James.

James says Hawke’s Bay wines offer depth of flavour but also exotic floral and black pepper characters. 

“These are the styles that are generating real excitement amongst the media, top-end on-premise and fine wine stores. The comparison is more with the Rhone Valley than with Aussie and that’s a good thing - people are prepared to pay a premium for this,” he says.

James believes that Pinot Gris has potential to grow as a logical next step for those Marlborough Sauvignon Blanc drinkers looking for something new, but already predisposed to the clean fruit-driven wine style possessed by both varietals.