‘Discover a Sip of Premium New Zealand Wines’ Campaign
Over the past few years, New Zealand wine has seen remarkable growth in the Korean wine market. At the center of this success is Sauvignon Blanc—beloved for its bold, expressive flavors and consistent quality, making it a go-to choice for both wine novices and connoisseurs alike. In fact, when I covered New Zealand wines around this time last year, I noted that their presence in Korea had grown more than fivefold over the past five years. Fast forward to today, and that momentum hasn’t slowed down. Despite accounting for just 1% of global wine production, New Zealand now ranks 6th among Korea’s wine importers, both in terms of volume and value—an impressive feat.
Yet for passionate wine lovers, the dominance of Sauvignon Blanc may have felt limiting. New Zealand also produces a wide range of premium wines—from elegant Pinot Noir and refined Chardonnay to expressive Syrah and complex Bordeaux-style blends. Recognizing this, New Zealand Trade and Enterprise (NZTE) launched a new campaign this year to spotlight these hidden gems. It’s called “Discover a Sip of Premium New Zealand Wine.”
Kicking off in March, the campaign began with media outreach and is now rolling out a collaboration with Tap Shop Bar throughout April. In May, it will extend to partnerships with House of Shinsegae Wine Cellar, Shinsegae Department Store Gangnam, and SG Dinehill’s Butcher’s Cut—bringing premium New Zealand wines directly to Korean wine enthusiasts.
The first official offline event took place in early March at the New Zealand Ambassador’s residence in Seoul. This campaign launch event marked the introduction of five official campaign sommeliers and provided a platform for sharing insights and perspectives on New Zealand wine. The event was graced by Dawn Bennet, New Zealand Ambassador to Korea, Richard Dunsheath, New Zealand Trade Commissioner, and Erica Crawford, owner of the winery Loveblock, who was visiting from New Zealand.
Guests had the opportunity to taste a curated selection of premium wines from the 15 participating New Zealand wine brands and engage in lively discussions about what makes these wines truly exceptional. The following brands are featured in this campaign:
‘Discover a Sip of Premium New Zealand Wines’ Campaign Brands
- Cirro
- Coopers Creek
- Craggy Range
- Greystone
- Kumeu River
- Tohu
- Little Beauty
- Loveblock
- Mud House
- OTU
- Palliser
- Te Mata
- te Pa
- Tiraki
- Villa Maria