New World Ingenuity, Interdisciplinarity, and New Zealand’s Sauvignon Blanc Programme
I’ve been reading James Halliday’s and Hugh Johnson’s lovely, rambling The Art and Science of Wine (Firefly, 2007), with something of the feeling that I’m sitting beside the old gentlemen’s fireplace listening to them hold forth. The book is short on citations and uneven on explanations, but full of two careers’ worth of wisdom. They describe without getting bogged down too much in the how or why of things, a good technique for teaching in a hand-waving, appreciative sort of way and for learning without paying too much notice to the reality that you’re being taught.
A theme — mostly tacit, but persistent — that sticks with the first few sections of the book is the difference in marketing and, therefore, winemaking strategies between the Old World (especially the classic French regions) and the New (especially Australia and New Zealand). Old World: make it and they will come. New World: no one knows who we are, so we’d better be distinctive and creative and different (and tasty). The socio-cultural-historical-economic factors driving that difference are too extensive to explain here and, besides, are largely a matter of common sense. And if it’s an oversimplification, it’s still largely true.
New Zealand has had to fight hard for a place in the global wine eye. Not only is the Kiwi wine industry young and from a remote location, their production is tiny. Yet they’ve unquestionably succeeded. We’ve all heard about Marlborough Sauvignon Blanc, and many if not most of us have heard about Marlborough and Central Otago Pinot Noir. New Zealand’s problem (okay, one of New Zealand’s problems) now is that they’ve played the region-grape association game too well. Kiwi Sauvignon Blanc can be too easy to stereotype. The industry seems especially concerned that their wine is too expensive, with cheaper Sauv Blanc from Chile and South Africa and elsewhere on the market, to keep being competitive without some kind of new consumer incentive.
So, the Kiwis are trying to teach their pony every trick in the book (and maybe invent a few new ones) in an effort called, creatively, the New Zealand Sauvignon Blanc Programme.