Wine Notes

Following in the footsteps of Europe’s great wine regions, Marlborough has a new seal of authenticity.

Why the Marlborough wine region has a new trademark

Ivan Sutherland is a busy man. In addition to his day job as Dog Point Vineyard’s co-founder, he is chair of New Zealand’s first wine trademark of authenticity. The new trademark is called Appellation Marlborough Wine (AMW) and has over 50 members – and growing.

AMW follows in the footsteps of European appellation systems, which legally define the geographic boundaries of regions in which grapes are grown, many of the methods by which they are trellised and aspects of wine production, including where wines are bottled.

The AMW guidelines are synonymous with those of the world’s most respected wine appellations, such as Champagne.

“Our aim is to protect the brand of Marlborough wine by creating a guarantee of authenticity so that there’s no doubt in the consumer’s mind. Our logo gives that seal of transparency and most wine brands who have joined AMW are now using the logo on their labels,” says Sutherland. It was a meeting of like minds right from the start of discussions about a trademark of authenticity, says Sutherland, recapping the discussion he had with Forrest Wines winemaker John Forrest back in 2011. “We met to discuss tightening up the regulations around what makes a Marlborough wine authentic.”

The AMW tick

There are four guidelines wines bearing the AMW logo have adhered to. The first two stipulate that 100 per cent of the grapes used in AMW wines must be grown in Marlborough and to stipulated crop levels. This suggests wines with a certain level of quality and style.

“There are massive crops on heavy soils in Marlborough, which we acknowledge as lower price point wines, but what we’re concerned about is the increasing growth in volume of lower-priced wines over the years. That was one of the triggers for those of us who wanted to create guidelines around higher-quality sauvignon blanc,” says Sutherland.

AMW wines must also be bottled in New Zealand (rather than shipped offshore in bulk) and grown in vineyards certified by Sustainable Winegrowing New Zealand.

A significant amount of Marlborough sauvignon blanc is mixed with wine from other regions, which is legally permissible for up to 15 per cent (and includes 15 per cent of another grape variety, or grapes from a different region or vintage – guidelines that apply to many wine regions around the world). Members of AMW wanted to create a product that is 100 per cent Marlborough.

“We were motivated to put a stop to bulk-exported Marlborough wine and the fact that there are no regulations around the authenticity of bulk wine when it leaves Marlborough,” says Forrest.

“Our members know it’s vital to protect the integrity of our industry, recognising that Marlborough wine is globally unique, extraordinary and 100 per cent worth protecting,” says Sutherland.