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Tarras Vineyards – positioning a premium product

Twenty-two years ago, Hayden embarked on a journey that would shape his life and the landscape of New Zealand's wine industry. Forced to return home to Dunedin from the UK after an unexpected running accident involving a car, he found himself drawn back to the familiar embrace of Central Otago, his cherished holiday destination.

"Amidst the rugged mountains and breath-taking scenery, I rediscovered the beauty of this land and wondered, 'Could I turn this passion into a business?'" Hayden's love for the land sparked a deep curiosity about the world of wine.

From its inception, Tarras Vineyards embraced viticulture with a profound respect for the land. Initially planting vines in the sub-region of Bendigo, Central Otago, Hayden and his team approached winemaking as a harmonious collaboration with nature, prioritising respect over intervention.

This traditional approach is deeply rooted in Hayden's ancestral heritage. Remarkably, his fourth-generation great grandmother, fondly referred to by Hayden’s tīpuna (Grandfather) as 'The Māori Princess,' graces the label of the Kuru Kuru Pinot Noir.

Recognising the importance of positioning Tarras Vineyards as a premium product, Hayden opted for a simple yet elegant visual aesthetic for their labels, accentuated with bronze to exude sophistication.

"As a smaller grower, my focus is on quality above all else. Without it, one simply cannot stand out in a crowded market and capture consumers' attention."

Navigating the intricacies of label printing, particularly for their Marlborough Sauvignon Blanc, posed a unique challenge.

“What impressed me with Print Central was that nothing was a problem, they were really flexible and fast, which meant we could use the same application machines and meet international deadlines."

Tarras Vineyards has garnered acclaim on the global stage, with China emerging as a pivotal market. Hayden remarked a ‘small’ wine tasting in China turned out to be a 400 attendee event which shows the scale of an international market.

Tarras Vineyard Wines are readily available at select locations such as the Arrowtown Wine Store and Fresh Choice on Gorge Rd, Queenstown, as well as numerous esteemed restaurants throughout Queenstown, including Blue Kanu and Captains - a testament to their enduring relationships with valued clients.

Visit Tarras Vineyards

1st January 2024