The Wine Marlborough Board and management have today announced that the Marlborough Wine & Food Festival will be placed on hold following “a number of difficult but necessary discussions”, says Wine Marlborough General Manager Marcus Pickens.
“It was a hard decision, particularly given the festival’s long history and the special place it holds for our industry and the many people who look forward to it each year. We are proud of the successful event we have built and grateful to the people, businesses and community groups who have helped make it possible.
“Events are facing an incredibly challenging time across New Zealand and we have seen those challenges reflected in the festival in recent years. After careful consideration, it became clear that the substantial investment required to deliver the event in its current format is no longer the best fit with the organisation’s wider responsibilities,” Marcus says.
“As a small member-focused organisation working in the best interests of Marlborough’s wine companies and grape growers, we have a responsibility to consider how we best use our time, energy and investment. More than 80% of Marlborough wine is exported beyond New Zealand, so maintaining and strengthening our international reputation is an important part of that work.”
The Marlborough Wine & Food Festival was launched by pioneering winegrowers in 1985, when Marlborough had just four wine companies. “In the decades since, our region has become synonymous with unique and extraordinary wines, and our festival has been a much-loved annual celebration," Marcus says. “It has evolved with the wine industry and played an important role in celebrating Marlborough’s wine story.”
The festival ran uninterrupted for 36 years, 33 of them at Brancott Vineyard, until Covid-19 forced its cancellation in 2021 and 2022, to protect the community and winery staff. It returned in 2023, moving to a new location at Renwick Domain when Brancott Vineyard was no longer available.
“Everyone has worked very hard to maintain the event’s success throughout these changes, and we would like to acknowledge the recent support of the Marlborough District Council Commercial Events Fund and the Ministry of Business, Innovation and Employment Regional Events Promotion Fund, both used to promote the event to audiences beyond Marlborough, as well as the many community groups that have helped deliver the event every year,” Marcus says.
Wine Marlborough will continue to focus on initiatives that help the wine industry thrive, including supporting Sauvignon Blanc New Zealand 2027, a major international conference that will bring industry, trade and media from around the world to Marlborough in February.
“Some of the most influential people in the international wine world are coming to Marlborough because they are so excited about the wine we make,” Marcus says. “The things they learn, people they meet, wines they taste and stories they share will reach wine lovers around the world, bringing attention to our extraordinary province.”
Wine Marlborough Board Chair Tracy Johnston says the decision was not taken lightly. “We recognise the important role the Marlborough Wine & Food Festival has played in bringing people together and its legacy is important to our industry. However, it is our responsibility to act in the best interests of our members and ensure Marlborough continues to be recognised as the home of the world’s most distinctive and valued Sauvignon Blanc,“ Tracy says.
“The Board has carefully considered the benefits of the festival alongside the significant investment and resources required to deliver it, and our wider responsibilities to the Marlborough wine industry. This gives us an opportunity to focus our activity on delivering value to members, while exploring alternative ways for the festival’s legacy to continue.
“We welcome ideas from industry, event organisers and the wider community about how we can continue to celebrate the wine, people, food and landscapes behind our world-famous wines.”
The 2027 Marlborough Wine & Food Festival had been scheduled for Saturday 13 February, however tickets had not yet been released for sale.
