Wine competitions may not provide the reliable guide to quality that we expect.
Issue 3932 17th September 2015
What’s the best way to promote wine? A thumbs-up from wine critics and show judges is the “single most effective marketing tool”, according to experienced New Zealand wine marketer Kathie Bartley. But do our 12 annual wine competitions deliver reliable guides to quality? The industry-organised Air New Zealand Wine Awards is promoted as the country’s “premier wine competition”, but the New World Wine Awards – organised by Foodstuffs on behalf of New World supermarkets and restricted to wines selling below $25 – is now the major show for many consumers. That’s because the …