Protecting Central Otago Pinot Noir

Protecting Central Otago Pinot Noir

Steps were this week announced to protect the integrity of the Central Otago wine producing region, now that it enjoys international renown for the quality of its wines.

Central Otago Winegrowers Association (COWA) is preparing a case for the Geographic Indication (GI) registrar to obtain its own regional GI which will serve to protect the name "Central Otago" and its sub regions.

A Central Otago GI would enhance the distinctiveness and value of the wines produced in the area and be a valuable marketing tool both domestically and overseas. Local wine producers will benefit from the association between their product and the geographical region.

President of COWA, Martin Anderson believes consumers are astute in checking labels to see where a wine originates from before making a purchase. "Central Otago winemakers have worked hard to ensure the wines produced are of a distinct and special quality, and we want to safeguard the positive reputation associated with our geographic identity," Anderson said.

'Champagne' is the most prominent international GI and can only be used on sparkling wine originating from that region in France. Consumers pay a premium price for the product knowing it will have a particular taste and quality because it has been produced in the Champagne region. Other well-known geographical indications include Florida Oranges, Prosciutto di Parma, and New Zealand Lamb.

Parliament recently passed The Geographical Indications (Wines and Spirits) Registration Act 2006 which will come into effect later this year. The GI indicates that a wine (or spirit) comes from a specific geographic origin and possesses a particular quality, reputation or other characteristic that arises from that place of origin.

The GI legislation is important for the New Zealand wine industry to enhance and guarantee the distinctiveness and value of its wines. The variety in climate and terrain across the country has worked to create many diverse wine regions. Each area will now be able to register as GIs on their own merits.

ENDS

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