FREQUENTLY ASKED QUESTIONS
What is Appellation Marlborough Wine?
Appellation Marlborough Wine (AMW) was introduced and trademark registered in 2018 to protect the reputation of Marlborough wine. The primary aim of the initiative is to protect the origin, authenticity and integrity of wines produced in Marlborough. AMW now has 49 members, including some of the region’s most iconic wine companies.
It is initially focused on Marlborough Sauvignon Blanc, to protect and promote wines that are made from 100% Marlborough grapes, grown sustainably from Marlborough vineyards and bottled in New Zealand.
What does the certification mean and what is the criteria?
Certification means a wine adheres to our four pillars and is able to carry the AMW brand mark on its label as assurance of origin, integrity, authenticity and sustainability.
The criteria a certified wine must adhere to are:
- Wines are made from 100% Marlborough grapes, grown in Marlborough vineyards.
- Wines must be bottled in New Zealand.
- Wines are made from grapes cropped at or below set parameters, established according to soil type and vine density variability. If a proposed wine contains any portion exceeding that level, it must be approved by an independent panel of qualified, experienced local producers.
- Wines must come from grapes grown in vineyards certified by Sustainable Winegrowing New Zealand.
Why was it set up?
The primary aim of the initiative is to protect the origin, authenticity and integrity of wines produced in Marlborough. It is initially focused on Marlborough Sauvignon Blanc, as this is the most prolific and important wine variety produced from this country’s largest growing region.
With the growth in demand of Marlborough Sauvignon Blanc, there has been an increase in wine being shipped in bulk and blended and bottled overseas. While this is not necessarily an issue, AMW has been set up to provide assurance to the wine trade and wine lovers that those wines certified by AMW, have been made from 100% Marlborough grapes, grown sustainably from Marlborough vineyards and bottled in New Zealand.
Can any winery gain certification?
Yes, any winery can gain certification if they are a member of Appellation Marlborough Wine and their Sauvignon Blanc meets the criteria.
The criteria wines must meet to bear the AMW brand mark under the licence agreement are:
- Made from grapes 100% grown in Marlborough and bottled in New Zealand.
- Made from grapes cropped at or below set parameters, established according to soil type and vine density variability. If a proposed wine contains any portion exceeding that level, it must be approved by an independent panel of qualified, experienced local producers.
- Made from grapes 100% grown in vineyards certified by Sustainable Winegrowing New Zealand.
Who is behind it?
The committee working on Appellation Wine Marlborough is Ivan Sutherland (chairman), John Forrest (vice chairman), John Buchanan (secretary/treasurer), James Healy, Clive Jones, Yang Shen, Belinda Jackson and Simon Barker. The group has financial support from Wineworks Marlborough Ltd, the Cresswell-Jackson N.Z. Wine Trust and Chandler Glass.
AMW has 50 members, including some of the region’s most iconic wine companies, a full list of membership can be found here
What is the benefit to the consumer of buying an AMW certified wine?
The benefit is assurance that the wine being purchased is 100% Marlborough. The AMW logo is a mark of reassurance and provenance as it is only awarded to member wineries whose individual Sauvignon Blanc pass the certification criteria of origin, integrity, authenticity and sustainability.
Consumers can be assured of absolute authenticity since every part of the production process, from grape to glass, occurs under New Zealand regulations. Wines have been made from 100% Marlborough grapes, grown sustainably from Marlborough vineyards and bottled in New Zealand. No exceptions.
Why does Marlborough need a wine appellation? Aren’t they a bit restrictive and out of date?
The distinctive character of Marlborough Sauvignon Blanc demands a certified appellation status to help the industry protect the reputation of its most valuable asset.
For the consumer it is a mark of authenticity, integrity and provenance.
Can you give me an example of a wine labelled as Marlborough Sauvignon Blanc that contains grapes grown outside the region?
The aim of the appellation and certification is to protect the provenance, authenticity and integrity of wines produced in Marlborough, not to highlight those that aren’t.
In creating the appellation, we have set a benchmark for integrity and authenticity that we hope will assist consumers of this varietal across the world in their purchasing decisions.
Is it more expensive to buy an AMW wine?
As the appellation becomes known we would expect certified wines to command a premium and it’s unlikely you will find an AMW certified wine at the bottom end of the market.
That having been said, wine pricing is variable and dictated by a number of different factors so consumers should expect to find AMW wines at varying price points.
How can I find an AMW wine?
An up to date list of all AMW certified wines are available on our website
A certified wine bear the AMW brand mark on their label, so consumers should look for this label at point of sale.
Does AMW plan to include other varieties in the future?
As our most iconic and important varietal, for now we are focused on Sauvignon Blanc. However, a future step is for the framework to encompass other varieties.
What was the process for applying for the appellation?
This is a certification programme that has been created by a group of dedicated winemakers from the region with the aim of protecting the reputation of this globally important wine.
The appellation has been founded in much the same way as the original wine appellations of the old world would have been set up all of those years ago.
What makes this appellation different to regional designations in the new world, is the globally registered trademark.
The committee has invested a considerable amount of time and money registering the trademark for Appellation Wine Marlborough in all of the key global markets.
Are there any other appellations in NZ?
Gimblett Gravels has created an association to designate wines from the district according to the specific soil type of the region.
However, AMW is the first NZ region to create a global trademark associated with the certification.
How much is Marlborough Sauvignon Blanc worth to NZ?
Sauvignon Blanc accounts for 85% of wine exported from New Zealand.
International demand for New Zealand wine shows no sign of slowing, with total export value reaching a record $1.83 billion according to the 2019 Annual Report of New Zealand Winegrowers.
Export value has risen by 6% in June year end 2019, and at a retail level this translates to over $7 billion dollars of New Zealand win sold around the world annually.
The UK and USA led the growth, with the USA continuing to be New Zealand wine’s largest market with over $550 million in exports.
The premium reputation of New Zealand wine has translated to real value in its major markets where the country remains either the highest or second highest priced wine category in the USA, UK, Canada, and China.