How do you reflect on retirement and passing on the role to Anishka Jelicich?
I am looking forward to stepping aside and handing the reins on to the new chief executive. I think it is both a challenging and exciting time in the industry, and that represents a real opportunity for someone new to come in and lead the organisation through its next chapter.
Where do you think New Zealand is now as a wine country compared to when you first started at New Zealand Winegrowers?
When I joined the industry in 1983, we were a small domestically focused industry, with a virtually no level of recognition in international markets. Today, we have global recognition, and with a reputation that is founded on our distinctive wines and longstanding commitment to sustainability. That’s hugely satisfying looking in the rear vision mirror, and very exciting looking forward.
What do you see as being the key developments in the industry over your career?
The majesty of New Zealand is part of its calling card around the world as its wines have captured the imagination of buyers and consumers in key countries around the world
I have always regarded the CER Free Trade Agreement with Australia in the 1980’s as a defining moment, as that forced the industry to look very hard at itself, what its strengths were and where its future lay.
The answer was we needed to be a global industry if we were going to survive. Our growers and wineries revelled in that challenge and met it head on.
From the 1990’s on there have been so many key moments – success in the UK, developing our world leading sustainability programme (Sustainable Winegrowing New Zealand), the move to screwcaps and the support from key trade and media for that move, and breaking into the US.
Each of the many successes has fuelled a self-belief that encourages our wineries to approach new markets and challenges with well-founded confidence and ambition.
You have had an important role to play with New Zealand Winegrowers - can you explain how you have approached the role over the years in terms of what impact you most wanted to make?
We are here to support and assist the industry because there are some matters that are most efficiently and cost effectively addressed collectively. As such I have always tried to be certain about what is in our lane and what is not. So, in short, our purpose is to make sure we can add value, and not cost, for our growers and wineries
What are you most proud of in terms of what you have personally been able to achieve?
It’s always been a team effort. There are many highlights, but certainly one was helping to bring the separate grape grower and winemaker bodies together to form New Zealand Winegrowers in 2002. That initiative has meant we have been well placed to serve the needs of the entire sector over the years.
How do you think the role of a generic body has changed over the years - and what has driven those changes?
Philip Gregan has been able to showcase the best of what New Zealand can offer through his work at New Zealand Winegrowers since it was formed in 2002
I am not sure the fundamentals of our role have changed, rather it is more about areas of emphasis and focus. For example, the markets that we have focused on to strengthen our reputation for our premium sustainable wines , plus our advocacy is a core activity.
So the question is what value can we deliver for our members in terms of the key regulatory threats and opportunities over the short, medium and long term. As the industry has become more global so have been the issues we have needed to assess and address.
A generic body is always challenged in terms of the value it can bring - what do you see as being the biggest values and what you most need to get right and deliver?
Yes, delivering value is key. By definition, we can deliver the most value, when we focus on matters that are best and most cost effectively addressed collectively. So, delivering on those issues is what an industry body must do well.
What do you see as New Zealand's biggest outstanding opportunities that it still needs to capitalise on?
To date we have been successful in a relatively limited range of countries, so there are lots of markets that we are only starting to consider. That represents a huge opportunity and puts our current level of success into context. So, really we have only just begun.
What do you see as its biggest challenges that it needs to overcome and steer away from?
New Zealand Winegrowers has been able to build its global footprint thanks to building its presence at key international trade shows such as ProWein and Wine Paris over the years
There are always challenges, but personally I would much rather focus on the opportunities.
What have been some of your personal highlights in terms of bringing New Zealand wine to the world?It’s the same highlight over and over again. Walking into a retail shop and seeing someone buying a New Zealand wine, or into a restaurant and seeing one of our wines being enjoyed. That’s the ultimate highlight, seeing consumers buying and enjoying our wines
Which markets have you most enjoyed seeing how New Zealand wine has grown and established itself over the years?
Being successful in our close neighbour Australia, given their standing in the wine world, has been great to see. Likewise, success in the UK which has played such an important role in the development of the international wine trade. And lastly, success in the US, which is such a large and challenging market.
Who has had the biggest influence on you in your career?
So, so many people, far too many people to mention, but it is hard to go past my predecessor Terry Dunleavy (The Great Dunleavy as I have long called him), who hired and encouraged me, and was always a huge support
Who do you see as being the most inspiring and influential people that have helped get New Zealand wine to where it is today?
In the UK context, the key wine media people such as Oz Clarke, Jancis Robinson MW, Anthony Rose, Tim Atkin MW, Jamie Goodie and many others have had a huge impact on the success of our sector. Their support made a massive difference by helping build our reputation in the eyes of the trade and consumers.
What advice do you have for Anishka Jelicich?
Enjoy the ride, it’s going to be fun.
Anything else to say?
New Zealand wine is only one generation into its international journey, so we are still learning and getting better every day. That’s going to be very good news for consumers and wine markets.
* You can find out more about New Zealand Winegrowers here.
