“Don’t worry about things you can’t control, act on those you can”.
This is an old saying, but it will always have relevance in life, and it certainly has relevance when it comes to AMW – here’s why:
Some years ago, several respected members of the Marlborough wine industry got together to discuss their concerns about the reputation of the region’s Sauvignon Blanc. This came about as a direct result of the amount of bulk wine being shipped out of the region, for bottling overseas with no oversight from New Zealand, but still bearing the word ‘Marlborough’ on the label.
These wines, often of inferior quality and sold very cheaply, were running the risk of destroying the value and brand equity, built up over many years, of Marlborough Sauvignon Blanc.
The group knew they couldn’t control the behaviour of those choosing to conduct business in this way. What they could do, however, was promote a set of values that they and many other Marlborough producers adhered to and gather them together to form something meaningful. This was the start of Appellation Marlborough Wine.
Established in 2018, AMW provides consumers a guarantee of origin, authenticity, integrity, and environmental stewardship. Wines that carry the AMW symbol come exclusively from recognised sub-regions within Marlborough, are produced from sustainably certified vineyards, meet growing and harvest quality criteria, are bottled in New Zealand, and are independently tasted and approved by experts.
The overarching goal is that New Zealand wine lovers around the world will seek labels with the AMW endorsement, knowing that they are investing in an authentic experience brought to them by the best of Marlborough.
Lawson’s Dry Hills Estate, Reserve and Blind River Sauvignon Blancs are all AMW certified.
Belinda Jackson, Marketing & Sales Manager
