The Fine Wines of New Zealand programme is an interesting concept. Put simply, it is a classification system to highlight the best wines of the country. It certainly isn’t novel to rate wines, but the way in which the Fine Wines have approached their responsibility is quite exemplary.
With Air New Zealand as the patron, the Fine Wines of New Zealand programme sets out in its charter to ‘create a definitive list of New Zealand’s best wines and wineries, independently chosen, showcasing provenance, consistency, excellence in winemaking and demonstrated evolution of fine wine production‘. Effectively it has set out to be the Michelin-star rating of the wine world, or a modern version of Bordeaux’s 1855 wine classification. The wines selected as the Fine Wines of New Zealand are what the panel consider the first growths of New Zealand.
Wines in each category are first tasted blind by seven wine experts (six of which are Masters of Wine and the seventh is a Master Sommelier). After passing an initial quality test, the wine then moves through a rigorous selection process based on the wine’s quality, typicity and the winery’s record of excellence over a minimum of six years. Only wines that have a cult following or iconic status are considered.
The list today stands at 67 wines and includes Riesling, Gewürztraminer, Pinot Gris, Sauvignon Blanc, Chardonnay, Pinot Noir, Syrah, Bordeaux blends, sweet and sparkling wines from all over New Zealand’s major wine regions. It’s a diverse mix that represents New Zealand well.
Each wine, and the process of selection, is described and listed on the on the Fine Wines website.
Air New Zealand as patron & promoter of Fine Wines
When Air New Zealand set up the Fine Wines programme in 2016, it was under the guidance of some Masters of Wine. “The MWs came up with the concept that we needed to start valuing the longevity of New Zealand wine,” explains Bruce Parton, who was Chief Operations Officer of Air New Zealand at the time. New Zealand is one of the top countries in terms of Masters of Wine per capita and the panel includes six MWs (Alastair Maling, Michael Brajkovich, Sam Harrop, Simon Nash, Steve Smith and Emma Jenkins) and New Zealand’s one and only MS (Cameron Douglas).
Distinction and recognition of wines with longevity is one goal of the Fine Wines programme, and promotion of those wines (and the quality of New Zealand’s wine as a whole) is another. While Air New Zealand say the company is happy to remain in the background, in the same way that Michelin tyres do with the Michelin guide, they go above and beyond to promote the Fine Wines, quite literally… Some of the wines are served 35,000 feet above ground!
On all Air New Zealand flights a selection of local wines are poured in-flight and in business class you’ll find a choice of some Fine Wines on offer, making an in-flight wine tasting a real highlight (excuse the pun…) The staff are specially trained to talk about the wines but shy travellers can also read about New Zealand’s wine regions on the in-flight entertainment system, get tips on how to taste and learn about New Zealand’s different varieties. I think it is pretty savvy to use the in-flight entertainment system to reach a captive audience and even smarter is the fact that they offer in-flight shopping so you order a case or two to be delivered back home.
There’s also plenty of promotion on the ground too. Air New Zealand pours the Fine Wines at their corporate events and also for wine journalists. I, for one, was invited as a journalist (full disclosure below) to come to a vertical tasting of two of New Zealand’s most iconic wines from Hawke’s Bay, each of them a Fine Wine. Obviously I jumped at the chance to get over to New Zealand and visit some of the wine regions for 80 Harvests, but the invitation was actually just for this tasting of these two Fine Wines.
It’s a long way to fly journalists for a tasting but even more surprising is that Air New Zealand had bought the entire vertical selection (of both Te Mata Coleraine and Craggy Range Le Sol) themselves. This wasn’t a marketing stunt by the wineries; this was Air New Zealand forking out to promote some of the finest wines of New Zealand at their own cost. I’ve done many a vertical tasting before, and it is always really special. However I’ve never done a vertical at the expense of someone (or some company) other than the winery itself. Air New Zealand had in fact been collecting these wines during a couple of charity auctions.
I like the fact that as Patron of the Fine Wines programme, Air New Zealand actually puts its money where its mouth is; in this case raising money for charity while raising the profile of New Zealand’s fine wines. I don’t think there are any wine classifications quite like it.
Disclosure: Receiving a press invitation to the Fine Wines tasting in Hawke’s Bay felt like unwrapping one of Willy Wonka’s golden tickets in my inbox! Often with press invitations you are asked to, or in some cases have to contractually agree to, publish a certain report in a certain publication. Air New Zealand didn’t ask me for anything of the sort. This post is purely because I personally found the Fine Wines programme quite interesting.
You can read about my experience tasting the verticals of Le Sol and Coleraine here.
