New Zealand Winegrowers’ 2025 Annual Report shows the country’s wine exports holding strong at over $2.10 billion despite rising tariffs, economic uncertainty, and shifting global demand.
The United States remains New Zealand’s largest market, with exports valued at $762 million, though shipments were down three percent over the past year. Higher tariffs, introduced in April and increased again in August, are yet to show their full effect on trade volumes.
“Producers are currently navigating their way through a complex and uncertain business environment,” says Fabian Yukich, Chair of New Zealand Winegrowers.
“Market and economic developments are compounding industry-specific issues to create a highly uncertain environment.”
While traditional markets like the US, UK and Australia still account for more than 70 percent of exports, emerging markets are driving growth.
Shipments to China surged 47 percent to $56 million, and exports to South Korea climbed 92 percent to $44 million. Overall exports to second-tier markets rose 17% to just under $600 million, reflecting strong trade and consumer interest as wineries diversify their customer base.
Industry data also highlights a shift in consumer preferences, with lighter, more refreshing wine styles outperforming the broader category, an area where New Zealand producers are well positioned to capitalise, according to market researcher IWSR.
The 2025 vintage delivered exceptional growing conditions, with warm, dry days and cool nights producing a record potential harvest. However, many wineries limited grape intake in response to the uncertain demand outlook.
Despite the challenges, Yukich remains confident in the sector’s long-term fundamentals.
“While much has changed since 2020, the fundamentals that have made New Zealand wine successful over the past three decades have not,” he says.
“We must continue to produce highly distinctive, premium and sustainable wines that are an enduring reflection of New Zealand and its people.”
