The protection of ‘brand Marlborough’ has been under discussion for some years but with the proliferation of Marlborough Sauvignon Blanc labels over recent times, a group of key industry people, which includes Ivan Sutherland & James Healy from Dog Point Vineyard, have been spurred into action.
Under the name Appellation Marlborough Wine (AMW), the aim of the initiative is to protect the integrity, authenticity and brand value of wines produced in Marlborough.
The initial focus is on Sauvignon Blanc only.
To communicate this to the market, an Appellation Marlborough Wine mark has been developed for use on packaging and collateral (appertaining to the relevant wines only).
To use it, producers must sign a licence agreement comprised of the following standards and quality parameters, declaring each wine submitted is:
*If grapes used to produce the certified wine do not comply with the licensor’s desired cropping level, then the licensee may submit the wine with any necessary supporting evidence to the licensor’s wine tasting panel which at its absolute discretion may permit that wine to become certified. The tasting panel shall be entirely set by the licensor and the decision of that panel shall be final and binding.
Dog Point Vineyard will be using the AMW mark on their wine labels and supporting marketing collateral from vintage 2018 onwards.