New Asian markets

Owner of Marlborough’s Forrest Estate Winery John Forrest was recently in Seoul, South Korea studying the local market, attending a wine fair, and introducing products to Korean consumers, buyers and retailers. “The group that I see who likes New Zealand wine, particularly, is professional females, which there are a lot of in Korea,” Forrest said. “What they like about New Zealand wine is its fruitiness and freshness and drinkability. Older wine tends to be less fruity, less approachable and a bit harsher,” he said. According to the 21 New Zealand Wine Institute Annual Report, New Zealand wine exports grew by 26 percent in volume, with leading export destinations being the traditional UK and Australian markets. Another emerging place of commerce was Asia, with shipments to China shooting up to 18 per cent and the Japanese market seeing a 34 per cent jump in volume.