Hard graft pays off for Yealands

Yealands Estate's four-year investment and drive to develop markets in the United States has been recognised by the American Chamber of Commerce (AmCham) in New Zealand.

The Awatere Valley wine company owned by Peter Yealands was named exporter of the year, in the category over $5 million, at the 2012 AmCham-DHL Express success and innovations awards.

The awards recognise success and innovation in the export, import and investment sectors between New Zealand and the US, its third-largest trading partner.

New Zealand Winegrower statistics show the value of exports to the US has risen 381 per cent since 2002, from $48.22 million to $231.92m last year.

Yealands Estate marketing manager Michael Wentworth said they had no markets in US when they started in 2008. After four years of intense growth they were exporting 150,000 cases of wine to 48 states for all markets including trade, retail, supermarkets and restaurants, he said.

"It's been a case of hard graft and burning the shoe leather, talking to everyone about who we are and pushing our story to stand out in what is a very competitive market." Sustainability was a big part of what set Yealands apart from the competition, and gave them a clear market, he said.

The US had been a challenging market to break into, with different legislative requirements for each state. It had a complex three-tier distribution system that meant developing relationships with importers, distributors and retailers.

"There are no secrets to breaking into their market," he said.

"But compared to New Zealand, it is a complex market which means lots of people have to be involved in the process."

Mr Yealands and winemaker Tamra Washington had played an important role cementing the credibility of the Yealands Estate wine story by spending time with their distributors, customers and sales teams.

The demand for New Zealand wine, particularly Marlborough sauvignon blanc, was growing rapidly, Mr Wentworth said.

"The market is still in its infancy as far as per capita consumption goes. The potential is mammoth."