Marlborough trademark new appellation

Marlborough wine growers have registered the new Marlborough Wine Designation (AMW) certificate in key international markets to protect Marlborough’s reputation in global markets.

The new certification mark was designed and registered in 2018 by a group of producers to distinguish quality producers from bulk blends and better promote the region.

Today, the appellation is a registered trademark in North America, Europe and Asia.

“This is the first step in protecting New Zealand wine that has become a world icon,” said Ivan Sutherland, president of AMW and owner of Dog Point Vineyards.

“The Marlborough Wine Appellation aims to protect the reputation that this region has striven to build. It gives consumers around the world the assurance that they can see and trust.”

Currently, AMW certification only applies to Sauvignon Blanc, but it could be extended to other grape varieties in the future, contrary to current labelling laws, which stipulate that 85% of grapes must come from the indicated origin and that 15% of grapes can come from elsewhere.

The strict brand can only be used if 100% of the grapes used are grown in Marlborough and are part of a recognised sustainable viticulture programme. The wine must also be bottled in New Zealand.

World demand for New Zealand wine is at its highest level ever, with the total value of exports for importers and distributors reaching a record high of NZ$1.83 billion, according to New Zealand wine growers, with the United States remaining the country’s largest market, accounting for over $550 million in exports.

Currently, the AWM has 49 members, compared to 36 last summer when it was created, including some of the region’s best-known names.

Cloudy Bay real estate manager Yang Shen said the AMW designation is “vital” to protect the integrity of the Marlborough industry.

“He recognizes that Marlborough wine is unique in the world, extraordinary and worth protecting 100%,” he says.

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