The News
New Zealand Winegrowers is running a month-long campaign in May to promote its white wines, with events on International Sauvignon Blanc Day (1 May), International Pinot Gris Day (17 May) and International Chardonnay Day (21 May). The campaign highlights the country's signature white wine styles and the unique growing conditions that shape their character.
Trade readers, the May “Pour Yourself a Glass of New Z” campaign is more than a marketing push – it reflects the structural realities of New Zealand’s wine export mix and the industry’s bid for a dedicated white‑wine emoji.
New Zealand Winegrowers announced that the month‑long campaign will spotlight its flagship varietals—Sauvignon Blanc, Pinot Gris, and Chardonnay—and align each with the corresponding International Day in May (May 2, 17 and 22). The timing is deliberate: New Zealand’s white wines account for 95 % of the country’s wine exports, and within that white segment Sauvignon Blanc makes up roughly 89 % of volume. These figures, drawn from industry data released by Wine Intelligence, confirm why a campaign centred on white wines will resonate with importers and distributors.
The press release also highlights an ongoing “emojency” – a petition to the Unicode Consortium for a dedicated white‑wine emoji. The initiative has already garnered support from several New Zealand wineries and is part of a broader strategy to raise brand awareness beyond traditional promotional channels. While the odds of securing new emojis are slim (the consortium accepts only 50–70 proposals annually), the campaign’s visibility could drive consumer engagement that benefits the entire industry.
Sustainability credentials add another layer of appeal. According to the latest figures, 98 % of New Zealand vineyard acreage holds Sustainable Winegrowing New Zealand certification – a high‑grade standard that is increasingly demanded by premium markets. This level of certification can be leveraged in sales pitches and shelf messaging to justify higher price points amid growing consumer scrutiny.
From an inventory standpoint, the alignment with the International Days offers distributors a ready‑made seasonal hook. Importers who have concentrated on other white varieties or reds should note that 89 % of New Zealand’s white export volume is Sauvignon Blanc – indicating a potential shift in consumer expectations toward that varietal if the campaign gains traction.
On‑premise operators will find May an opportune moment to schedule themed nights around these varietals. The company has not announced any changes to case supply or shelf placement, so distributors and retailers should not anticipate immediate inventory adjustments. Instead, they can focus on aligning promotional calendars with the campaign’s timeline and capitalising on the broader conversation about white‑wine identity.
In short, the “Pour Yourself a Glass of New Z” initiative is a strategic cue for trade: it underscores the dominance of white wine in New Zealand exports, highlights sustainability credentials that can drive premium pricing, and provides a platform for engaging consumers through the emergent white‑wine emoji movement.
Original Press Release
New Zealand Winegrowers is once again inviting wine lovers around the world to Pour Yourself a Glass of New Zealand this May, celebrating the country’s vibrant and diverse white wine offering. With global interest in premium white wines continuing to grow, the campaign invites consumers to discover New Zealand white wine, exploring the diversity of styles now emerging across regions and varieties.
Timed to coincide with International Sauvignon Blanc Day (1 May), International Pinot Gris Day (17 May) and International Chardonnay Day (21 May), the month-long campaign shines a light on New Zealand’s signature white wine styles while encouraging discovery of the country’s premium wines across regions and varieties.
New Zealand’s unique growing conditions—a maritime climate, long sunshine hours and cool nights—help shape white wines known for their freshness, balance and sense of place. With no wine region more than 130 kilometres from the sea, this distinctive environment plays a key role in defining New Zealand’s white wine character.
“New Zealand has built a global reputation for producing refreshing, expressive, high-quality white wines,” says Charlotte Read, General Manager Brand, New Zealand Winegrowers. “From Sauvignon Blanc to Pinot Gris and Chardonnay, these wines reflect both the diversity of our regions and a modern approach to winemaking.”
While Sauvignon Blanc remains New Zealand’s most recognised white wine internationally, Pinot Gris and Chardonnay continue to gain momentum, showcasing the breadth of styles now being produced across the country—from fresh and aromatic through to more textured, complex expressions.
As part of the campaign, New Zealand Winegrowers is inviting wine lovers to take part in “The Great White Wine Toast,” raising a glass of New Zealand white wine and sharing the moment online as part of a global, day-long toast. The initiative highlights that, despite white wine’s global popularity, there is still no officially recognised white wine emoji, using a collective toast to celebrate the category and spark global conversation.
The campaign also sits within a broader moment for New Zealand white wine globally, building awareness and engagement ahead of Sauvignon Blanc New Zealand 2027 (SBNZ27)—the country’s flagship international wine event, set to welcome global media, trade and influencers to New Zealand wine country. Together, these initiatives reinforce New Zealand’s position as a world leader in premium white wine.
Throughout May, “Pour Yourself a Glass of New Zealand” will be supported by editorial-friendly storytelling, social media activity and a campaign toolkit designed to help media, trade and consumers engage with New Zealand white wine. Wine lovers are encouraged to join the celebration using #pouryourselfaglassofNZ, #greatwhitewinetoast, #whitewineemoji and #nzwine.
Sources consulted (web research):
- Pour Yourself A Glass Of New Zealand And Celebrate New Zealand Wine
- Pour Yourself A Glass Of New Zealand
- Pour Yourself A Glass Of Nz
- Promoting New Zealand Through White Wine W Charlotte Read Nz Winegrowers
Source: BevNET