The biggest danger facing the New Zealand wine industry today is from over-expansion and over-production, according to the director for Europe at New Zealand Wine Growers.

Speaking last week at the New Zealand Trade Tasting, David Cox warned producers not to try to compete in volume terms with countries like South Africa, and to limit their plantings of new varieties.

“New Zealand should not try to be all things to all men,” Cox said. “We should focus on protecting the prestige of our brand. “We have had enormous success with the Sauvignon Blanc and Pinot Noir. These varieties will continue to be our calling cards,” he added.

In 2010, several Marlborough based wineries went into receivership, largely attributed to the over-supply of Sauvignon Blanc from the large 2008 and 2009 vintages. Cox said that growers had also been hit last year by the strong New Zealand dollar, but that export prices had risen with a smaller harvest in 2010.