Serious but creative communication

Most of New-Zealand wines have a very different creativity to what can be found in Australia.

Very few animals to decorate the labels here: creative marketing in New-Zealand means elegance, and is most of the time a real choice, and not a marketing strategy whose objective would be to target a large audience for bottom-priced wines.

This phenomenon can be partly explained by the way the industry is organised: fewer large wine groups in New-Zealand than in Australia (large companies are very often at the origin of creative marketing for their entry level wines). But this is not the only reason: wine is a serious business over here and premium quality wines often do choose a different and striking communication strategy.

The wine industry in New-Zealand, like most of the Southern Hemisphere wine-producing countries, doesn't have to stick to strict regulations about communication. And this does help to find new ways of marketing wines.