New Zealand: Why Hawke’s Bay wines are ripe for China

It may not have the fame of Marlborough, but New Zealand’s Hawke’s Bay wine region is well-placed to sell well in China – and deserves greater recognition worldwide. Patrick Schmitt explains why. Having been asked to introduce a masterclass in Shanghai on the wines of Church Road on Monday this week, it seemed important to consider why this brand was relevant to the Chinese consumer. One might think it was due to this brand’s distinctive packaging, featuring weighty black glass adorned with deep red logos and labels, as well as wax seals on the flagship expressions. Such a striking, luxury look should appeal to a market we’re told likes smart bottles with plenty of ‘lucky’ red. But no, it was something far deeper that in my view made this producer suitable for the wine lovers of Shanghai. That was the style of the wines, which owed their character to their source region: New Zealand’s Hawke’s Bay. You see this is an area that specialises in warm climate red varieties – ...