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New Zealand aims to be leader in ‘lifestyle’ wines

New Zealand aims to be the world's leading producer of high-quality, lower-calorie and lower-alcohol 'lifestyle' wines, thanks to a new world-leading research programme facilitated by a new Primary Growth Partnership (PGP) between the wine industry and the Ministry for Primary Industries.

The programme is the largest research and development project ever undertaken by New Zealand's wine industry and is designed to position New Zealand as number one in the world for premium lifestyle wines. The programme will develop a number of viticulture and winery tools that will enable the industry to service the rapidly growing market for lower-calorie and lower-alcohol wines with high-quality, naturally produced options.

A total investment of NZ$16.97m has been secured for the programme, with MPI committing NZ$8.13m over seven years, and the balance coming from industry partners as a mixture of cash and in-kind contributions.

"This programme will capitalise on the domestic and international market demand for high-quality, lower-calorie and lower-alcohol 'lifestyle' wines by developing new natural techniques for grapevine growth and wine production utilised across the New Zealand Wine Industry," says Philip Gregan, NZW CEO. "Our point of difference will be producing premium wines that can be naturally produced using sustainable viticultural techniques and native yeasts — providing an important point of difference to existing processing methods. The programme will produce tangible outcomes for the grape and wine industry and the economy as a whole."

by S. C.
12 december 2013, World News > Oceania