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New Zealand wine Matua backs emerging musicians

Published:  16 April, 2014

New Zealand wine brand Matua is launching an initiative to support up-and-coming artists at a host of this summer's music festivals.

In a move that will see the brand target millennials, it will run the Matua Sessions at Camp Bestival, Bestival and jazz festival Love Supreme.

The Matua Sessions stage will reflect the brand's tin-shed origins and "pioneering spirit". Against advice, Matua planted New Zealand's very first Sauvignon Blanc vines in 1969 - kickstarting the world's obsession with it.

The Matua Sessions will give unsigned acts the chance to join the bill at the summer music events alongside mainstream established artists.

Mat Bird, marketing director EMEA at brand owner Treasury Wine Estates, said: "Sauvignon Blanc is now one of New Zealand's most well-known exports, but when the Spence brothers first planted the grape in 1969, it was a maverick move. Over 40 years later, that sense of adventure is still at the heart of what the winery does and the Matua Sessions are an extension of that.

"We want to provide a platform for musicians who share that same pioneering spirit, whilst shining a spotlight on those with the potential to make as profound an impression on our taste in music, as Matua did for our taste in New Zealand wine."

The Matua Sessions take place at Love Supreme from July 4 to 6, Camp Bestival from July 31 to August 3 and Bestival from September 4 to 7. Details of the line-ups will be revealed via the Matua Facebook page.