Tell us about the new branding you are going through - and what you most hope to achieve with it?
David: We’re refreshing the Babich brand to enhance the emotiveness that has always made us different: the unique and lasting character of our family story, our winery, and of course, our wines.
The new identity centres on our platform “Lasting Character” capturing the depth and intrigue of our family history, the decisions, actions, challenges, and triumphs we’ve experienced along the way, and most importantly, how that comes through in the quality of the wines we produce.
André: It’s about conveying our story in a way that resonates with today’s consumers while remaining true to our roots. Our goal is to better reflect who we are – authentic, enduring, and proudly independent – and to stand apart in a competitive global market.While we have an interesting history, it’s not about focusing on the past in a formulaic manner – it’s about revealing our character to current and future consumers.
Why are you doing this now?
David Babich says it is introducing new branding at what is a "pivotal" time for the business
David: We’ve reached a pivotal moment. Our production is growing, the category is changing, and with strong growth across markets, we see an opportunity to magnify our brand story and give it the visual and verbal expression it deserves.
André: With evolving consumer expectations and increased noise in the category, now is the right time to celebrate what makes Babich special and truly unique; not just through our wines, but in how we present ourselves to the world.
Can you go into more detail about your growth strategy and what that entails both in terms of vineyards and production and what you are doing with the brand and the messaging behind it?
David: We're continuing to invest in our estate vineyards in Marlborough to ensure long-term quality and sustainable supply, while also investing in winery infrastructure to support growth in production volume without compromising the quality that Babich is known for. That’s not just tank capacity, but also the ability to process and ferment the additional grape supply in a way that delivers the wine styles we want.
André: On the brand side, we're building a tighter architecture around how we show up in market. That means elevating our premium positioning to reflect the character of our business and the quality in the glass, giving us more flexibility to tell our brand stories through trade and consumer activations, and carving out a true point of difference in the New Zealand wine category.
It’s a competitive space but with an authentic history and strong stories that resonate with current and future wine drinkers, we’re excited about what’s ahead.
There is a clear quality message you want to get across. What do you mean by quality and how do you want to best express and promote that to your target customer?
David: To us, quality means integrity at every step, from vineyard to bottle. It’s not just about accolades – although we’re proud of those – but about doing things right, even when no one’s watching, and staying true to our convictions about how wine should be made, and what it can be.
André Babich says the new branding will help the business better convey what the company is all about
André: It’s about understanding what makes you tick and what consumers are looking for, and then delivering a great wine to suit.The wines should have finesse and enduring appeal, rather than creating a strong first impression but then wearing you down.When people can taste the care and conviction behind a wine, that’s when you’ve got something special.
You also talk about “genuine character” as well as quality - what do you mean by that?
David: Genuine character is the soul of Babich. It’s in our people, our decisions, our heritage, and our consumer. And in many instances, it’s the challenges, flaws, and even mistakes that create real connection – whether in a person, music, cars, or a wine. It’s about presenting an authentic and real sense of yourself to the world, not something that is curated or manufactured.
Does that also bring out the core values of the business that is much more than about your heritage but about your principles and the people in the business?
David: It does. Our heritage shaped who we are today, but it’s the values it instilled – a sense of family, commitment to our craft, integrity in how we operate, and a sense of playfulness – that drive us forward. We take wine seriously, and we make seriously good wine. But we don’t take ourselves too seriously. Wine should be joyful. It’s our way of life so why not have fun doing it?
You are looking to create differentiation in a crowded market - how do you hope to achieve that and what are the key themes and brand messages that will help you achieve that?
The new Babich branding which will be rolled out globally across the trade in 2026
André: By being unmistakably ourselves. Rather than competing on provenance or polish, we compete on 'character', whether it’s the good, the bad, the beautiful, or the unconventional.
Celebrating the emotion, mischief, and pride that go into our wines – past and present – is key to creating something to the consumer that has true personality and great taste.
Your new branding is centred aroud a number of statements: "A deal on a handshake. A warm welcome in a tough time. Meeting suits in your boots. Making wine in secret, seeing it win awards, and then telling everyone how you did it."
What do you mean by each one and how does that convey the Babich brand?
David: The exciting thing is, these aren’t slogans. They’re real stories from real people. The handshake? That’s about trust-based relationships. The secret wine? That’s Joe Babich taking a risk because he believed in something.
These moments say a lot about who we are: intuitive, bold, and grounded in experience.
They are all marks of character. Running as true as a vineyard’s rows, deep as a family's pride and as bold as a wine's rich flavours. Built over the past 100 years - and ready for the next 100. That’s character, That’s Babich.
Again can you explain what you mean by this in terms of how it comes across in the way you do business?
Babich's Marlborough winery
André: It means our values run deep. We’ve been around for over 100 years, and we plan to be here for 100 more. That means looking after our land, celebrating our stories, and cherishing the relationships we form along the way. When your name is on the label, how you do things matters.Our character is built to last and evolve.
You talk about having with a “hint of mischief, and always a good story”. How do you want that to come across in the branding and messaging you have?
David: You’ll see it in our tone of voice, in the imagery we use, and in how we show our team; not just posed, but laughing, working, getting filthy as we do our work.
It’s about being real and a bit cheeky, because great wine should delight, not intimidate.
Is this also as much about how you are perceived and known within the wine industry itself and how you are known to do business with customers?
André: Yes. While it’s important to engage consumers, it’s just as critical to show our trade partners who we are. We want every supplier, buyer, distributor, and retailer to feel they’re working with a brand of integrity, creativity, and substance – one that’s focused on mutual, sustained success.
Plus I would say the same of all of our Babich team members who are contributing to that success every day.
How do you think you differentiate and stand out vs other New Zealand producers and international wineries?
Babich believes the new branding brings out the authentic characteristics of what Babich and the Babich family have stood for for generations
David: While others focus on product and place, we also focus on people and character. We stand out through our stories, the people behind them, and the emotions they instil in our brand and wines.
A 100 plus year family-owned legacy in the New Zealand wine category is exceedingly rare. Our approach to decision-making – intuitive, independent, sometimes bold – is even rarer. That blend of heritage and attitude is what makes us Babich.
Is it now important to make sure you drill down and emphasise those points of differences to really bring out the Babich character and culture within the trade and your customers. Using the same messaging as in the consumer campaign?
David: This rebrand isn’t just surface decoration. It’s a clear expression of who we are, from our vineyard teams to our people on the frontlines in markets around the world, and a clear signal to our partners about what we stand for.
André: We’re aligning how we speak, look, and behave across the board with our core identity – as people, as a family, and as a winery business. Using the same storytelling across trade and consumer communications helps reinforce our character at every touchpoint.
* You can find out more about Babich at its website here. Babich is a commercial partner to The Buyer.
