De gouden tijden voor de Nieuw Zeelandse wijnindustrie zijn voorbij. Als gevolg van het gigantische wijnoverschot in 2008 en de financiële crisis daalden de prijzen, werd er zuiniger besteed en krompen de markten. Dat heeft de organisatie New Zealand Wine Growers in zijn Annual Report 2011 laten weten. Het rapport vermeldt verder:

New Zealand's total wine sales increased 11% to 221 million litres for the year to June 30 2011 while export value rose 5% to $1.1 billion. However, lower-priced bulk exports have grown faster than bottled exports.

The organisation claimed bulk wine exports are now a reality for the global wine trade and New Zealand was not immune. Stuart Smith chair of New Zealand Winegrowers, said, 'We need to accept that there is no going back to the “golden days” before 2008.

There is also a fear that this year's record 328,000 tonne harvest could cause New Zealand bulk wine exports to rise further.

Tim Burnside, associate director Deloitte New Zealand told Decanter.com: 'Given the record harvest for vintage 2011, well above the record 2008 harvest, we consider it likely that similar issues will present themselves again. This could further tarnish New Zealand's premium branding, especially with the renewed global economic concerns.'

NZ Winegrowers has ordered an independent strategic review to assess the shape of the country's future in the global market to cope with changing conditions. It will be published in late October.

Smith explained, 'The world has changed and we must change with it. We need to know where the industry should be going.'