Winemakers large and small are right behind moves to protect New Zealand regional names in overseas markets.
The executive director of Villa Maria, Fabian Yukich, says the industry had built a good reputation for quality which needed protection.
"There have been instances in Asian markets of products being passed off.Not only wines which have been well documented," warns Yukich. "But it is not just Asia, it could be anywhere.
"If you do not put the protections in place you are leaving yourself wide open for someone to do that.
"I think it is good risk management that we do this - you can't just hope."
Katherine Jacobs of Martinborough's Big Sky Wines says geographic indications (GI) fit in with the global trend of giving consumers more information about what they are drinking.
"In the process of us applying for that GI we have to say what is better about our region otherwise there is no point.
"So in Martinborough we have got low rainfall. We have got free-draining terraces and wind which is very good for grape skins and tannins.
