New Waikato wine hoped to be a charmer

Charminer. That's the new Waikato wine name to look out for on the retail shelves this summer.

After a public competition to rename Vilagrad's traditional Chardonnay Traminer wine a unique blend of 70 per cent unoaked chardonnay and 30 per cent gewurztraminer drew 500-plus entries, the Rukuhia-based family winery settled on the name Charminer.

Jacob Nooyen, one of three brothers running Vilagrad Winery, said they wanted a more generic name that would help promote the brand, now that it is being sold nationally through the Progressive supermarket chain.

"Previously the name was difficult for people to pronounce," he said.

Charminer is pronounced "Sha-me-ner", though Kristian Nooyen said even a Kiwi mis-pronunciation of "Charmin-her" also offered strong marketing possibilities for the wine.

Other suggested names included Cow Bell Blend, Chardy Dreamer, Ohaupo Gold, Peat Valley and Winekato.

The Nooyens hope the new name will also reduce confusion about where exactly Charminer should be stocked on the shelves.

Whereas chardonnays are typically dry and oaked, Chaminer is quite distinct. It is more aromatic, with the gewurztraminer quite dominant, though with the chardonnay providing an element of crispness.

Jacob Nooyen said 34,000 bottles were ready to go to market nationally. It has honey and apricot flavour notes, can be cellared for up to five years, and would suit spicier dishes of chicken and pork.

The first Hamilton public tasting for the new vintage of Charminer will be at the Waikato Home Show in a fortnight.

DONNA PAGET/Waikato Times
FRESH: Waikato's Vilagrad Winery has renamed its chardonnay/geurztraminer to "Charminer" (pronounced sha-me-ner).