By Danielle Long, Acting APAC Editor

February 7, 2023 | 3 min read

Sam Neill fronts a global wine push from New Zealand as it seeks to bolster sales across the US and Canada.

Acting legend Sam Neill is the face of a major global campaign promoting New Zealand wine to the world.

The campaign, created by Many Minds, centres around a storytelling video which aims to create an emotional connection to New Zealand wine.

New Zealand Winegrowers wants to leverage the growth in the value of New Zealand’s wine in international markets, with exports up 6% last year to reach an all-time high of more than $2bn.

The growth is driven by the USA and Canada both of which hit record levels of $727m and $157m, respectively.

New Zealand’s growth may have come at the expense of its closest neighbour, with Australia’s wine exports declining 4% to $1.35bn in value, the latest drop in a steady decline over recent years.

Neill, who is known for his roles in Jurassic Park, The Piano and The Hunt For The Wilderpeople, also owns a wine brand and family vineyard based in Central Otago, New Zealand, called Two Paddocks.

The campaign also introduces the brand's new tagline: Altogether Unique, which aims to highlight the country's many unique qualities such as its climate, location and purity and innovation within the industry.

Charlotte Read, general manager of marketing at New Zealand Winegrowers, said, “With global activity returning to ‘normal’, it’s more competitive than ever to have voice of the New Zealand Wine brand heard, and a clear premium brand message is essential. Creating a compelling brand positioning for New Zealand Wine is important as we seek to engage and motivate evolving wine drinking audiences.

“This storytelling asset will tell the foundational story of New Zealand wine through the lens of the key pillars of purity, innovation, and care – aspects that make New Zealand wine and the New Zealand wine industry, so unique and special,” says Read.

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