Tohu Wines Presentation
2009
Kia Ora! Welcome
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For centuries Māori, the indigenous people of Aotearoa,
worked, lived on and respected the fertile lands of their
ancestors
Earth is the giver of all life and is the cornerstone of Māori
spiritual beliefs
Tohu translates to sign or signature
Tohu Wines are making their
mark on the world promoting its
unique Māori heritage and
culture to the world
Our Gift From the Land ~
Nga Hua a te Whenua
we share with you today
Kia Ora! Welcome
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Quick lesson in Māori
The following are some of the words used through out this
presentation accompanied by the phonetics – you will be
speaking Māori in no time!
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Māori: ma-o-ri
Kia Ora: key-or-ra (Hello)
Aotearoa: a-tea-row-a (New Zealand)
Whanau: far-no (Family)
Wakatu: wa-ka-too
Tohu: tor-who (Sign/Signature)
Taonga: ta-o-n-ga (Treasure)
Kaumatua: ka-ma-too-a
(Highly respected elder)
Māori History
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Māori are the indigenous people of New Zealand
Māori came to New Zealand from eastern Polynesia between
AD 1280 to 1300
Before the arrival of the British, Māori
established communities throughout the
country
Māori culture is rich shaped by unique
song, dance, language and art
Today Māori comprises approximately
15% of the New Zealand’s population
Preserving Māori culture is vital to
New Zealand’s national identity
Māori History
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In 1769 James Cook arrives in New Zealand
By the late 1790’s, whalers, traders and missionaries arrive
along the west coast of New Zealand
Wars and conflicts
between Māori tribes were a constant
The arrival of traders led to
more ferocious conflict
between Māori & Europeans
To the detriment of the
traders, weapons such as
muskets were exchanged
with Māori for exotic artifacts
Māori History
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Unbeknown to the British, at the same time they
arrived in New Zealand the French landed on the
shores of the South Island
Rumors of a French colonisation of the South Island
hastened British action to annex and colonise
New Zealand
On going conflict with no end in sight, coupled with
the threat of the French colonising New Zealand the
British decided a treaty needed to be devised
Māori History
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On the 6th of February 1840 the Treaty of Waitangi was signed by
the British and Māori chiefs
There were two versions of the treaty, one
in English and one in Māori
Here lies the problem that would impact
the future for Māori & ultimately the corporations
that contribute to Tohu Wines
From the British point of view the treaty
gave Britain sovereignty over New Zealand &
the Governor the right to run the country
Māori had the understanding that the treaty
allowed the British to live in New Zealand but
not take control – traditional ownership of
land would remain in the possession of Māori
Māori History
•Until the 1970’s the Māori version of the treaty was
generally ignored by the courts and parliament
•From the late 1960’s Māori
began drawing attention to breaches
of the treaty and inconsistencies
between the two versions –
emphasising the problems
with translation
Wakatū Incorporation
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In 1977 Wakatū Incorporation was formed
The primary function of Wakatū was to act on behalf of its iwi,
including land claims and increasing the value of the
corporation’s holdings through commercial enterprise
Wakatū Incorporation
comprises of 3,200 Māori
shareholders
These shareholders are the
direct descendants of the chiefs
& families of 4 tribes that occupied
the Nelson & Marlborough region
Wakatū Incorporation
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Wakatū has a strong sense of responsibility
regarding its community
Investing in the future is imperative for the on-going
success of Wakatū
Wakatū offers an array of
scholarships to it’s whanau
members, including education
It is hoped the skills gained will
one day be utilised within
Wakatū
Wakatū Incorporation
• Today the activities of Wakatū Incorporation
include:
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Commercial, industrial and
residential development
Fishing
Aquaculture
Horticulture
Tourism
Viticulture
Winemaking
Wi Pere Trust
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Wi Pere was an extremely well respected member of the Māori
community in Gisborne
His wide range of knowledge in Māori traditions, customs and
language made him a
well received spokesman and
representative for his people
Wi Pere lived during the period of British
colonisation of New Zealand
He was eyewitness to the most turbulent
incidents of Māori/British relationships
Wi Pere worked tirelessly for the rights of
his people with specific reference to land
ownership
Wi Pere Trust
• The Wi Pere trust was established in 1899 to
protect the land assets of his family
• Today the Wi Pere trust is involved in a
number of industries such as:
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Sheep and cattle production
Citrus fruit production
Viticulture
Ngāti Rārua Ātiawa Iwi Trust
(NRAIT)
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The Ngāti Rārua Ātiawa Iwi Trust (NRAIT) was established to
manage property on behalf of the descendants of the original
Māori land owners in Motueka
Since the formation of the Trust, the assets returned have been
nurtured and developed to a highly accomplished position
NRAIT Vision Statement:
To advance the cause of our
people in every way possible and
to preserve and promote our
culture for posterity
Ngāti Rārua Ātiawa Iwi Trust
(NRAIT)
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NRAIT successfully manages a significant number of
businesses in:
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Horticulture
Viticulture
Fisheries
Property
In addition to commercial
functions, NRAIT provides
social and cultural services to
its trustees
Tohu Wines
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Tohu Wines is the result of a partnership between three Māori
entities; Wi Pere Trust, NRAIT and Wakatū Incorporation
In 1998 Tohu produced its first vintage of wines
Initial production of 300 cases comprising of Sauvignon Blanc
and Chardonnay
Today Tohu Wines
produce over 60,000
cases of wine
Tohu exports to 21
countries around the
world with a strong
domestic market
Tohu Mission Statement
Through sustainable business and
environmental practices Tohu strive to
produce award winning, premium quality
New Zealand wines that reflect our unique
terroir and company values. As custodians
of Māori culture and Māori land we have a
responsibility to promote and preserve these
traditions with the utmost integrity,
commitment and care. Through successful
relationships the Tohu brand is a vehicle
used to promote Māori culture to the world.
Tohu Vineyards
Tohu Wines source its fruit from
3 of New Zealand’s premier
wine regions:
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Gisborne
Nelson
Marlborough
Tohu Vineyards - Gisborne
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Gisborne is New Zealand’s official Chardonnay capital
Located on New Zealand’s
most easterly tip these vines
are the first to see the sun
each day
Gisborne’s coastal plains are
sheltered from the West by a
range of mountains
Soils include alluvial loam over
sandy volcanic subsoils of
moderate fertility
Tohu Vineyards - Nelson
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Nelson is New Zealand’s 8th largest region and is poised
to be one of the most exciting
Excellent quality varietals emerging from this region are
Pinot Noir, Pinot Gris and Riesling
Interesting microclimates
give way to excellent growing
conditions
Soil structure – clay loams
over hard clay subsoil
Tohu Vineyards - Marlborough
• There is no doubt Marlborough has put
New Zealand on the winemaking map
• Distinctive pungent and zesty fruit flavours
of Marlborough Sauvignon Blanc has
captured the imagination
and the taste buds of
wine drinkers across
the globe!
Tohu Vineyards - Marlborough
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What is Marlborough's secret?
Free draining alluvial loams over gravelly subsoils
Abundant sunshine with cool nights and long
growing season
Marlborough is not a one
horse town…
Marlborough also produces
stunning quality Pinot Noir,
Pinot Gris, Riesling
& Chardonnay
Environmental Sustainability
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Central to Tohu’s responsibility as custodians of the
land is environmental sustainability
Tohu vineyards are certified Sustainable
Winegrowers New Zealand (SWNZ)
2009 Tohu wines are produced in a SWNZ certified
winery
Further to this Tohu is currently
reviewing other sustainable programs
to reduce our impact on Papatūānuku ~
Earth Mother
Our Wines
Tohu Wines produce two quality categories:
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Reserve – Kaumātua
Premium – Taonga
Reserve – Kaumātua
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Reserve wines are made in honour of the respected elders
within the Wakatū
Wines in this range are only
produced in exceptional years
A key feature of the Kaumātua
label is the use of the
Huia feather
The reserve range of
wines include:
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Mugwi Sauvignon Blanc (to be released April 2010)
Rore Pinot Noir
Gisborne Chardonnay
Reserve – Kaumātua
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TARGET MARKET
Male/Female aged 40+
Professional, tertiary educated, well traveled and are high
income earners
These consumers are well researched in wine and are truly
passionate about what they chose to drink
They understand the benefits derived when paying a premium
price for their wine, therefore their expectation of what they
purchase is very high
These consumers are willing to try any variety of wine, as
they acknowledge the intrinsic quality each wine presents
These consumers have an extensive wine collection and are
most likely to be a member of a wine club (or two)
Premium – Taonga
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Taonga literally translates to treasure, some thing that is
prized
This range drives the Tohu brand
Varieties included in the premium
range are:
• Sauvignon Blanc
• Unoaked Chardonnay
• Pinot Gris
• Pinot Noir
Premium – Taonga
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TARGET MARKET
Male/Female aged 30+
Professional, tertiary educated and are high income earners
that can afford wine for regular consumption
Have children that are grown up, or do not have children (yet)
They have a moderate interest in wine, and will generally taste
wine when available during in-store tastings
They seek some form of reassurance from their purchase,
influenced by awards and accolades, recommendations from
sales staff, associates (family and friends)
Generally risk adverse in purchasing and are brand loyal
Mt Tapuae-o-Uenuku – View from Awatere Valley Vineyard