We are building up to ProWein and you have invested in your biggest stand to date - tell us about your plans for the show?
Our presence at ProWein this year is all about showcasing Babich Wines as best we can, just like we strive to do with every bottle of our Marlborough Sauvignon Blanc. It's about showing up well, not just showing up. We're scaling up with our biggest stand ever because we believe in doing things well. It's essential for us to create the right space to meet and spend quality time with our key partners from around the world. We're also aiming to provide a welcoming environment for new partners to get to know us and discover what Babich Wines is all about.
There has been a lot of focus on Wine Paris recently, but you are clearly committed to ProWein. Why is the show so important to you?
Babich Wines has been a long time supporter of ProWein but is "open minded" about where it might exhibit in the future
ProWein has been tremendously good to us over the years and we've developed a strong history with the show. It's where the world comes to meet and that face-to-face interaction is priceless. The show’s legacy and the opportunities it presents for connecting with both long-standing and new customers in one venue are why we invest heavily here.
As always, we keep an open mind about the best ways and places to meet our customers wherever they may be. In the end, we're committed to being where it makes the most sense for our customers and our business.
What would you like to see ProWein potentially do more to ensure it is still the main show for you to invest in?
To keep us coming back, accessibility and affordability are key areas where ProWein could improve. Düsseldorf is fantastic but it's not the easiest hop for everyone. Streamlining some of the logistical and cost barriers would not only benefit us but all exhibitors and visitors. Also ensuring key trade and media continue to attend is important for the show to remain relevant and valuable.
What customers are you most looking to meet at the show?
We value every customer, from the ones we've built decades-long relationships with to the newer faces. ProWein is a rare chance for us to catch up, share a drink, and discuss future endeavours. It’s about maintaining the old ties and building new ones. It’s a pivotal part of what makes this show so invaluable.
Are you looking to show new and different wines at the show?
Yes, we have some exciting product updates and other business developments to share, all of which reflect our growth and aspirations as a winery. If you’re curious about what’s new and upcoming for Babich Wines, we encourage you to come by our stand for a conversation.
You are going into the show on the back of the 2025 vintage - how is that looking in terms of quality and volume and what impact will that have with your potential trading plans for customers?
David Babich says the 2025 New Zealand harvest is looking "fantastic" with particularly good results in Hawke's Bay
The 2025 vintage is looking fantastic. Hawke’s Bay is showing exceptionally well, which is a much needed boost after the challenges of Cyclone Gabrielle in 2023.
Marlborough, despite drought-like conditions, is expected to have one of its largest vintages on record. We’ve been proactive with water management, which has kept the vines healthy. We have been busily crop-thinning to maintain quality and the intense aromatics Marlborough wines are known for.
How do you look back on the last year for the business – where have been the big growth opportunities for you that you hope to build on in 2025?
Looking back, it's been a mix of challenges and significant strides forward. Improving cost-efficiencies while maintaining quality and growing brand strength is critical to our long-term success.
It’s important the industry doesn’t get into a low-cost, low-quality race to the bottom – it’s not good for the customer or the consumer in the long run. For us, investing in growth and the consumer strength of our brands is critical.
What specific plans do you have for the UK and where does it sit now in terms of growth vs the rest of the world?
The UK market is very mature so the total growth potential isn’t what it is in other markets but there is a lot of opportunity for premium New Zealand wine. For us, engaging the consumer and building awareness of the Babich brand are big focuses. We’re also growing in on-premise distribution and business, and exploring ways to build organic wine as a meaningful, mainstream category – we think its underperforming relative to the noise and media attention
What steps have you taken to work with the new UK duty system and how do you see those changes for your business?
We are exploring lower-alcohol wines to reduce excise tax – the big challenge being maintaining style and flavour in the process. We’ll do this up to a point, but it’s not something we’re willing to compromise on quality over knowing there is a very strong consumer cohort that are willing to spend more to get better quality wines.
What have been the biggest overall challenges you have had to overcome as a business?
Babich Wines has been folowing sustainability practices in its vineyards and winery for some time - here it's team helps take part in a "clear up" of the beach along the Wairau Bar coastline
Managing cost inflation across nearly every aspect of our business, from staffing and materials to equipment and packaging, has been a significant challenge. Our approach has been to adapt without sacrificing the quality Babich is known for and making sure we do not pass on undue costs to our customers.
What changes are you making in the vineyards / winery to keep pace with demand and growth?
We purchased a fantastic vineyard site in the Awatere Valley and have started development on another large site in the upper Wairau which will contribute significantly to grape supply. This necessitates investment in winery infrastructure to handle the increased throughput while maintaining and ultimately improving quality and also generating demand through elevated sales and brand marketing activity.
Sustainability has long been a key part of your business - what are the most recent steps you have taken and what are the areas you are looking to improve and build on?
Water access and management are currently our biggest challenges, especially given the drought conditions we’ve seen over the last two growing seasons. We’ve heavily invested in infrastructure, like a new dam in our Cat Creek vineyard development and will be doing the same for our Pennarth vineyard in the upper Wairau Valley. This gives us surety of supply during dry seasons and limits the amount of water taken from the rivers and aquifers in the area – local plant, fish and animal life rely on these waterways so the more we can leave them alone the better.
* You can read more about Babich Wines here.
* You can visit Babich Wines at ProWein in Hall 12 Stand D22.
* Babich Wines is a commercial partner to The Buyer. Find out more here.
