What’s in this toolkit?
Wairarapa Wine has collated the below so that we’re all on the same page for key messages and facts about the Wairarapa Wine Region. Plus, some links to more information that we think might assist your winery, because why replicate existing content from credible sources.
This toolkit page will be a living document. As we learn more about your needs, we’ll add more useful information so be sure to check back from time to time. Once the brand story is finalised, this will also be added here.
Please don’t hesitate to reach out to us if you need or want to talk about any Wairarapa Wine marketing needs, or how we might be able to point you toward more information.
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You can download some from here, please be sure to credit/tag Wairarapa Wine when using these images.
You can also access the following libraries from the following. Please follow their image credit instructions:
• NZ Wine
We are in the process of developing a hero video and will make this available as soon as we can.
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Our one source of the truth is our website as this can be updated as needed. Please let us know if your business is not listed or needs updating.
Alternatively, if you’d like some printed maps which are updated yearly, please contact the Masterton or Martinborough i-SITE’s for a copy of this map.
Masterton i-SITE email info@wairarapanz.com
Martinborough i-SITE email martinborough@wairarapanz.com
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Please read the brand guidelines first - this ensures the Wairarapa Wine brand is communicated clearly and consistently.
Download copies of the Wairarapa Wine logo here.
If you’d like something created for you, please email us.
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Here’s some handy links to useful reading material.
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With so many marketing options, it can be overwhelming! Our biggest piece of advice is don’t start something you’re not sure you can dedicate regular time to – there's nothing worse than seeing a Facebook page that’s inactive or a website that isn’t being updated. This inactivity also confuses potential customers as they’ll become unsure if you’re still open or not.
Maskill Copywriting presented this presentation at one of our learning and development workshops. Have a look through for inspiration on telling your businesses story.
New Zealand Winegrowers have developed a marketing toolkit holding image and video libraries, maps, regional and varietal guides, a New Zealand Wine textbook and presentation, and social media toolkits.
There’s a number of free ways to make your business get noticed including the basics like Google My Business, and free listing on NewZealand.com.
You might also like to read and follow resources such as
• Social Media Marketing Examiner's how to use visual storytelling in your marketing
• Get noticed with these handy articles from Tomahawk
• Marketing Association’s resource hub
• Learn more about your customers with DGIT.
With DGIT, you can select information on vineyard visits in the Wairarapa to see data on who’s interested in this, what else they might be interested in, where they might want to stay, and how to reach them.Please contact the Marketing Committee, or email us, to see how what opportunities are coming up via the Wairarapa Wine channels.
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Pitching stories to media can be daunting and sometimes it is easier to approach a PR company to do this for you. However – don’t let this put you off! Share with them your success stories, your human interest stories, invite people onsite or the story you have in mind.
Here’s some links to read up more on pitching to media
• Publish a Press Release. Scoop is a good place to start
• Scope Media – is it a story?
• Skills Lab – pitch a story to media
• HubSpot – how to write a release and a template
And here’s a link for generic media contacts in the Wellington region and NZ wide.
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Here’s a few ways you can promote via social media
• Local community noticeboards on Facebook
• Chooice New Zealand Made Products Facebook Group (561,000+ members)
• Love Local Wellington Facebook Group (11,400+ members)
• Wairarapa Made Products (3,700+ members)
• Tag us with #wairarapawine in your social media posts we can see what you’re up to
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Partnering with influencers is a great way to market your business or product. There’s a lot of trust between the influencer and their audience.
When considering an influencer, make sure their brand fits yours. Also check that their audience is who you want to be targetting.
When partnering with an influencer, make it clear upfront your marketing deliverables – how many posts you expect, if you want pictures and video (plus if you want copies of these in your own image library), if you’re buying these images or if you’re using them with credit, and make sure they’re tagging you and using your hashtags. Or alternatively, if you’re just treating them as an advertising channel.
Here's some influencers you could approach:
• Wellington - Live (now owned by NZ In Your Pocket)
• Wellington_Weekender
• Roady
If you’ve worked with an influencer and they have been amazing, let us know so we can add them to this list.
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The people who make or break you! Which isn’t true! Wine critics play an integral role in the wine industry by using their extensive tasting experience and refined palates to communicate the many characteristics of a wine to a wide audience, thereby wielding a great deal of power as tastemakers and validators. You can reach out to critics to submit a wine for a formal tasting.
Critics often reach out directly for tastings for several reasons too. They could be writing an article for a food and beverage magazine for example.
Here’s a list of people you could approach:
• Candice Chow of Raymond Chan Wine Reviews
• Bob Campbell, The Real Review
• Joelle Thomson, our locally living wine writer
• Wine Rater, for paid reviews/blind judging
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Applying for and achieving awards is great publicity and recognition for yourself and your business. Don’t dismiss yourself and apply.
• NZ Wine of the Year competition (previously known as Air New Zealand Wine Awards and the Bragato Wine Awards)
• NZ Young Viticulturist of the Year
• New Zealand International Wine Show
• Aotearoa NZ Organic Wine Awards
• International Wine Challenge
If there’s an award we’ve missed, please let us know.
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Alcohol Advertising and Promotion Code
The Alcohol Advertising and Promotion Code became effective for all ads from 1 July 2021.
Read more detail on the ASA website.
Other websites that may be helpful:
When advertising alcohol and alcohol sponsorship, a high level of social responsibility is required.
If you read the code and are still unsure, please contact NZ Wine.
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Here are some PDF links to resilience in the wine industry based on research done for MPI. These fact sheets have been prepared by the researchers.