Central Otago harvest the highlight for New Zealand wine specialists

The 2016 grape harvest was the highlight for ten leading New Zealand wine professionals who were hosted in Central Otago as part of the region’s annual Central Crush event.

Now in its fifth year of operation, Central Crush is held to coincide with the mid-point in the region’s annual grape harvest and designed to increase the sales of Central Otago wines.

The event offers wine specialists - professional sommeliers, restaurant managers and leading wine retailers selected from around New Zealand - a first-hand preview of the likely shape and style of each year’s vintage as well as a chance to meet with winemakers to taste wines from earlier vintages.

The idea behind Central Crush came about when the local wine industry recognised the difficulty in attracting the New Zealand wine trade away from the demands of their own businesses to attend standard wine tastings.

Central Crush’s Event Manager Vikki Kircher said that instead of laying out the white tablecloths and “taking the region to town” they handpick trade guests and invite them to the region. 

“Hosting professionals in our own special playground gives them a far better appreciation of the special character of Central Otago wine” she said. “They are encouraged to get their hands dirty and learn from our amazing viticulturists and winemakers.”


Central Otago Pinot Noir guests about to start the Pinot Noir tasting at Aurum’s barrel hall. Photo courtesy of Southern PR

Over the 2.5 days, the wine experts are involved in everything from picking grapes to learning about winemaking and bottling processes, including a wine masterclass and a range of Pinot Noir tastings.
The guests are also hosted at a number of lunches and dinners where the region’s wines are matched with specially prepared and presented local foods.

Wooing Tree co-owner and member of Central Crush’s organising committee Steve Farquharson said that part of the events success is that the region has become well recognised for its own brand of Central Otago hospitality.

“Central Otago hospitality has been recognised as we take our wines seriously but we don’t take ourselves too seriously,” he said. “Our down-to-earth and genuine approach really rubs off.”
“By creating advocates for our wines, we are increasing wine sales for the region and that’s what this is all about.”

Central Otago will hold a similar event in July known as E’Sensual. E’Sensual also targets professionals in the wine trade but the focus is on international guests from the region’s key export markets.