Maintaining the Marlborough name

New Zealand offers a unique proposition in that the wine industry is not governed by a burgeoning set of rules imposed on other wine-making countries -we have the freedom to choose where and how we plant, and control commercial factors such as pricing and markets.

Anyone can use the name Marlborough, providing the wine is sourced from Marlborough and contains more than 85% of Marlborough fruit. As the region of Marlborough increases in size and production, we are seeing more wines retailing around the £4.99 price-point.

Is this damaging for the Marlborough name? Marlborough has built its image on quality and reputation; the consumer has bought into it and is ready to pay a premium.

Average bottle retail price has increased from £6.12 - £6.47, according to Nielsen, June 2008. We need to retain this loyalty by providing the quality wine that customers expect from us.

Perhaps it is time for the wineries of Marlborough to work more closely together, with support from central government, to agree specific guidelines, whether through enforced controls on yields and bottl ing or creating 'appellations'.

Being from one of the original families to settle in Marlborough, I am passionate about maintaining Marlborough's integrity as a region of New Zealand that is world renowned for its unique styles of wines.

John Stichbury is the managing director of Jackson Estates.

• Harpers Says...