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New NZ boss: We can be the premium New World region

Published:  23 July, 2008

The new head of New Zealand Winegrowers (NZWG) believes that New Zealand can be the premium New World wine region for the UK'.

Warren Adamson, who worked at Villa Maria for 11 years, took up his post as NZWG's marketing manager last week, and, hedging his bets a touch, predicted great things for Pinot Noir, Riesling and Syrah, not forgetting our awesome Sauvignon Blanc'.

He told Harpers: I see us as the premium New World wine for the UK, maintaining our position and quality statements through a consistent message, while extending our audience through trialling and generic activities. There is a lot of potential for New Zealand in the UK as New Zealand has not catered for its demand so far.'

The 36-year-old added that he was excited' and not concerned about the rapid growth of area under vine in New Zealand. He said that one of the country's main oenological strengths is its unity. He also believes that New Zealand can maintain its enviable average bottle price, pointing out that premium can also represent value for money'.

When asked about his new job, Adamson admitted that he would appreciate a book on the Idiot's Guide to being a London commuter'.