“A massive 90 per cent of NZ’s wine production is exported, at a value of more than $2.10 billion a year, a testament to the industry’s success, writes wine columnist RICHARD CALVER.

The editor of this journal sent on a copy of the New Zealand Winegrowers 2025 Annual Report that had landed in his inbox.

Not sure if they’d said to him they hoped the email found him wool or what sort of relationsheep they have with him.

I just hope he doesn’t lambast me for those sheepish references that shearly give context to the origin of the document, the place of my childhood

He’s herd my accent many times which gives ewe (enough, Mr Calver – Ed.) an idea of where they attempted to educate me. Like NZ wine, I’m an export from that country.

Indeed, the report shows that a massive 90 per cent of NZ’s wine production is exported, at a value of more than $2.10 billion a year, a testament to the industry’s success. 

However, that success is teetering. Donald Trump’s tariffs are a real worry with the Kiwis saying that, despite imposition of the higher tariffs late in the year, the major market for NZ wine remains the US.

Exports to that country are valued at $762 million, down 3 per cent in the past year. While the increased tariffs have been in place since April with a further increase in August, Winegrowers NZ note that it is not yet possible to discern the effect of these in the export data, but the news won’t be good.

Increased taxation of a product reduces its demand. Another worrying trend is a decrease in the value of exports, albeit that they increased in volume. Exports were up by 5 per cent in volume over the past 12 months, with value declining by around one per cent to $2.10 billion.

The predominant wine varietal exported is sauvignon blanc. In 2025, 281,288 litres of wine were exported of which 251,134 was savvy b.

That, in my calculation, is close to 90 per cent of the total. 

Just as with the Australian market, now growing because Chinese punitive tariffs have been removed, NZ is experiencing growth in exports to that market.

Over the reporting year, NZ exports to China increased 47 per cent to $56 million. This compares with exports to this country with the statistics section of the report showing that in 2025 Australia received $330 million of NZ wine. 

Despite the worldwide market in wine declining, the Kiwis have put a brave face on their prospects.

In the report, New Zealand Winegrowers’ chair said: “Despite the subdued export performance overall, in-market sales data consistently show the New Zealand category outperforming competitors in key markets.

“This speaks positively to the reputation and standing our wines have built up over many years and is a sign of our future growth potential. The total retail sales value of New Zealand wine in export markets is now estimated to be $4.9 billion.”

The reliance on export markets is reinforced by trends in the domestic market with the report noting that local wine consumption is at its lowest level in more than 20 years; per capita wine sales are at a 30-year low.

As is the case in Australia, NZ efforts to diversify export destinations and innovate in wine production, especially adaptation to climate change, are expected to play a crucial role in overcoming current challenges and securing future growth.

“New Zealanders who emigrate to Australia raise the IQ of both countries.” –Robert Muldoon, former NZ prime minister