“The Lifestyle Wines programme will raise NZ’s already strong reputation for producing some of the world’s finest wines,” Ministry for Primary Industries (MPI) Primary Growth Partnership (PGP) director, Justine Gilliland said.
'Our challenge now is not just producing high quality lower alcohol and lower calorie wines but producing them naturally.'
“This is the first wine industry programme under the PGP marking not only an exciting time for the PGP but for our wine industry.”
Winegrowers chief executive, Phillip Gregan, said the programme aimed to capitalise on market-led opportunities here and abroad.
“Research indicates that an increasing proportion of consumers are making purchasing decisions around their lifestyle, such as choosing healthier foods and lower alcohol wines," he said.
“Our challenge now is not just producing high quality lower alcohol and lower calorie wines but producing them naturally – this will give NZ a point of difference and make NZ the go-to country for high quality, lower alcohol and lower calorie wines”.
The programme would develop a number of viticulture and winery tools that would enable the industry to service the rapidly growing market for lower calorie and lower alcohol wines with high quality, naturally-produced options.
“The PGP as a whole is about growing NZ’s future,” Gilliland said.
“The Lifestyle Wines PGP programme will produce tangible outcomes for the grape and wine industry and the economy as a whole – it’ll take our wine industry to a new level,” she said.
MPI will invest up to NZ$8.13 million in this PGP programme over seven years with $8.84 million coming from industry partners as a mixture of cash and in-kind contributions.
