The Country
  • The Country home
  • Latest news
  • Audio & podcasts
  • Opinion
  • Dairy farming
  • Sheep & beef farming
  • Rural business
  • Rural technology
  • Rural life
  • Listen on iHeart radio

Subscriptions

  • Herald Premium
  • Viva Premium
  • The Listener
  • BusinessDesk

Sections

  • Latest news
  • Coast & Country News
  • Opinion
  • Dairy farming
  • Sheep & beef farming
  • Horticulture
  • Animal health
  • Rural business
  • Rural technology
  • Rural life

Media

  • Podcasts
  • Video

Weather

  • Kaitaia
  • Whāngarei
  • Dargaville
  • Auckland
  • Thames
  • Tauranga
  • Hamilton
  • Whakatāne
  • Rotorua
  • Tokoroa
  • Te Kuiti
  • Taumurunui
  • Taupō
  • Gisborne
  • New Plymouth
  • Napier
  • Hastings
  • Dannevirke
  • Whanganui
  • Palmerston North
  • Levin
  • Paraparaumu
  • Masterton
  • Wellington
  • Motueka
  • Nelson
  • Blenheim
  • Westport
  • Reefton
  • Kaikōura
  • Greymouth
  • Hokitika
  • Christchurch
  • Ashburton
  • Timaru
  • Wānaka
  • Oamaru
  • Queenstown
  • Dunedin
  • Gore
  • Invercargill

NZME Network

  • Advertise with NZME
  • OneRoof
  • Driven Car Guide
  • BusinessDesk
  • Newstalk ZB
  • Sunlive
  • ZM
  • The Hits
  • Coast
  • Radio Hauraki
  • The Alternative Commentary Collective
  • Gold
  • Flava
  • iHeart Radio
  • Hokonui
  • Radio Wanaka
  • iHeartCountry New Zealand
  • Restaurant Hub
  • NZME Events

SubscribeSign In
Advertisement
Advertise with NZME.
Home / The Country

Listen: How Kiwi wines can stand out in a crowded US market

The Country
19 Jun, 2019 11:00 PM2 mins to read

Subscribe to listen

Access to Herald Premium articles require a Premium subscription. Subscribe now to listen.
Already a subscriber?  Sign in here

Listening to articles is free for open-access content—explore other articles or learn more about text-to-speech.
‌
Save

    Share this article

Rabobank Australasian Horticulture and Wine Analyst  Hayden Higgins. Photo / Supplied
Rabobank Australasian Horticulture and Wine Analyst Hayden Higgins. Photo / Supplied

Rabobank Australasian Horticulture and Wine Analyst Hayden Higgins. Photo / Supplied

While there are opportunities to brand New Zealand wine in the United States, it will be a challenge to get cut-through in such the competitive premium market says Hayden Higgins.

Rapid growth in US wines and wineries means it will be tougher for imported products to make an impact, Rabobank's Australasian Horticulture and Wine Analyst told The Country's Jamie Mackay.

"We've seen in the US the number of wineries grow there by about 40 per cent in the last five years and the actual number of label approvals rise by about 20 per cent. So that means it's a really crowded market".

Listen below:

Advertisement
Advertise with NZME.
Advertisement
Advertise with NZME.

Higgins said the way for Kiwi wines to get cut-through is brand-building and a bit of research in what makes US wine consumers tick.

"It's about having a clear point of difference and having a unique sense of purpose in that market that really matters".

"The feedback in the US is that, if your brand is just sort of showing pictures of your winery, glasses of wine, pictures of vineyards etc. that's not really getting cut-through in that US market. It really has to be something completely different to stand out from the crowd".

Also in today's interview: Higgins discusses how Australian brands can impact New Zealand's influence in the US market.

Advertisement
Advertise with NZME.
GET THE BEST RURAL NEWS. SIGN UP FOR THE COUNTRY NEWSLETTER

Discover more

Listen: Why Trump may be the good guy

06 Jun 03:45 AM

Rabobank Best of The Country - June 8, 2019

07 Jun 07:00 PM

Fieldays 2019: Strong opinions at Rabobank annual breakfast

13 Jun 03:23 AM

Rabobank Best of The Country - June 15, 2019

14 Jun 07:00 PM
Save

    Share this article

Latest from The Country

The Country

Small Kiwi distillery outshines rap legend Snoop Dogg in world gin awards

The Country

Go fishing with Scott Barrett and Kaiwaka Clothing

The Country

Farmers help foodbanks with milk and meat donations


Sponsored

Solar bat monitors uncover secrets of Auckland’s night sky

Advertisement
Advertise with NZME.

Recommended for you

One dead after concrete truck falls on Remuera house
Auckland

One dead after concrete truck falls on Remuera house

'Big fireball': Witness describes plane crash at Southend
World

'Big fireball': Witness describes plane crash at Southend

'Rapprochement process': King Charles and Prince Harry aides meet for secret talks
Royals

'Rapprochement process': King Charles and Prince Harry aides meet for secret talks

Whanganui-based AI service features on world stage
Whanganui Chronicle

Whanganui-based AI service features on world stage

'No guarantee': Top graduates confront bleak job prospects in China
World

'No guarantee': Top graduates confront bleak job prospects in China

Why Trump’s second state visit to the UK is a historic first
Lifestyle

Why Trump’s second state visit to the UK is a historic first



Latest from The Country

Small Kiwi distillery outshines rap legend Snoop Dogg in world gin awards
The Country

Small Kiwi distillery outshines rap legend Snoop Dogg in world gin awards

The competition attracted more than 1300 entries from 47 countries.

13 Jul 10:44 PM
Go fishing with Scott Barrett and Kaiwaka Clothing
The Country

Go fishing with Scott Barrett and Kaiwaka Clothing

13 Jul 10:42 PM
Farmers help foodbanks with milk and meat donations
The Country

Farmers help foodbanks with milk and meat donations

13 Jul 10:30 PM


Solar bat monitors uncover secrets of Auckland’s night sky
Sponsored

Solar bat monitors uncover secrets of Auckland’s night sky

06 Jul 09:47 PM

NZ Herald
  • About NZ Herald
  • Meet the journalists
  • Newsletters
  • Classifieds
  • Help & support
  • Contact us
  • House rules
  • Privacy Policy
  • Terms of use
  • Competition terms & conditions
  • Our use of AI
Subscriber Services
  • NZ Herald e-editions
  • Daily puzzles & quizzes
  • Manage your digital subscription
  • Manage your print subscription
  • Subscribe to the NZ Herald newspaper
  • Subscribe to Herald Premium
  • Gift a subscription
  • Subscriber FAQs
  • Subscription terms & conditions
  • Promotions and subscriber benefits
NZME Network
  • The New Zealand Herald
  • The Northland Age
  • The Northern Advocate
  • Waikato Herald
  • Bay of Plenty Times
  • Rotorua Daily Post
  • Hawke's Bay Today
  • Whanganui Chronicle
  • Viva
  • NZ Listener
  • Newstalk ZB
  • BusinessDesk
  • OneRoof
  • Driven Car Guide
  • iHeart Radio
  • Restaurant Hub
NZME
  • About NZME
  • NZME careers
  • Advertise with NZME
  • Digital self-service advertising
  • Book your classified ad
  • Photo sales
  • NZME Events
  • © Copyright 2025 NZME Publishing Limited
TOP
search by queryly Advanced Search