Chateau Eden Park anyone? Carisbrook Merlot? Our vineyards are to be encouraged to produce branded wine for the 2011 Rugby World Cup.

Organisers are shifting up a gear with the announcement this week of a big new public relations campaign to help New Zealand businesses make money off the world's rugby fans.

September 9 will be exactly two years from the opening game of the 2011 event.

Public affairs guru Leon Grice has been asked to head a new division to ensure New Zealand capitalises on hosting the world cup.

Grice will also be in charge of the festival side of the tournament - making sure New Zealanders fulfil their obligations to the estimated 75,000 overseas visitors.

World Cup Minister Murray McCully wants overseas visitors to experience "the full taste of New Zealand".

With award-winning wines, world-class produce and globally recognised chefs, the culinary experience is going to form a critical part of the tourism package.

New Zealand's wine industry is being encouraged to embrace the world cup and consider producing branded bottles linked to the tournament.