December 04, 2012
Māori brand helps Tohu take on world
A Māori-owned wine company is finding its unique brand story is boosting overseas sales.
Tohu Wines manager Mike Brown says the company expects to produce about 125,000 cases of wine this year and export 80 percent of it – well up on the industry average of 50 percent.
He says as part of the Wakatu Incorporation, it sees itself as exporting Māori culture.
"Wakatu, our parent, has three food and beverage divisions. We also have horticultural products, apples, pears, and seafood, mussels, oysters and crayfish, all things from the top of the south, Te Tau Ihu. It's a nice story to tell when we are marketing offshore. Sometimes we do that together across the divisions and we can say we have got a kete, a basket of goods that tell a unique story from our part of the world," Mr Brown says.
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