Wine market in New Zealand

While New Zealand wine abroad is synonymous with Sauvignon Blanc (around 90% of New Zealand placements in the US and around 70% in the UK), within the country it is only in third place among domestic wines, after Pinot Noir and Chardonnay.

An overwhelming 87% (as of 2023) of New Zealand wine production by volume is exported.^[2] The country’s wine industry depends on the popularity of the single grape variety and the single style of wine. This style, however, has been fashionable in many wine-consuming countries since the turn of the century. Other styles of New Zealand wine are significantly undermarketed in the global market.

More than half of New Zealand wine is exported in bulk for bottling in consumer markets, with the price per liter being three times less than for bottled wine.^[3]

Despite the relatively small size of the domestic market for New Zealand wines, it is especially important for small independent producers. The domestic market, however, has been declining in volume, reaching its lowest level in more than 20 years in 2025. Similar to the US and Australia, the country faces overproduction, with grapes left on the vine in some vineyards.^[4]

Compiled and checked by Ilya Zabolotnov