Craggy Range Builds New Zealand’s Luxury Sector

The Kobrand import carves out a niche in upscale New Zealand reds.

Craggy Range Sauvignon Blanc
Craggy Range Sauvignon Blanc

The United States has become the largest export market for New Zealand wine, and that success extends across the pricing spectrum. Kobrand Corp.’s luxury New Zealand wine brand Craggy Range depleted 30,000 nine-liter cases in 2016, according to the company. “We had very strong growth approaching 20 percent in 2014 and 2015 and high single-digit growth in 2016,” says Kobrand vice president and director of supplier relations Constance Savage. The 2015 vintage of the single vineyard Te Muna Road Sauvignon Blanc ($21.99 a 750-ml. bottle) depleted 23,000 cases, followed by the Te Muna Road Pinot Noir ($45.99), The Kidnappers Vineyard Chardonnay ($21.99) and the Te Kahu Gimblett Gravels Bordeaux-style blend ($21.99), each at around 1,500 cases. The winery’s Prestige Collection includes the Sophia Gimblett Gravels Bordeaux-style blend ($72.99), the Le Sol Gimblett Gravels Syrah ($104.99) and the Aroha Pinot Noir ($104.99). “These offerings show that New Zealand is capable of more than just Sauvignon Blanc,” Savage says. The brand does two-thirds of its business in the on-premise, driven by fine dining and upscale chains. In the off-premise, high-end independents do well. Craggy Range is available nationwide, led by California, Florida, New York, Colorado, Nevada, Texas and Hawaii. “We want to be an everyday choice for collectors,” Savage adds. Marketing focuses on tastings and dinners with winemaker Matt Stafford. In mid-2017, Craggy Range will launch a Pinot Noir for around $25.