Here’s an idea that may be ready for prime time.

New Zealand has done an excellent job in marketing rustic sauvignon blancs around the world. Now they’d like to become the world’s leading source of diet wines. Their goal is to produce wines that not only appeal to the diet conscious, but make them taste great too. Wines that appeal to wine-savvy people.  With a goal to penetrate the increasing market for “lifestyle wines” – those with fewer calories and lower levels of alcohol – the Kiwi government has decided to pour NZ$8.13m into the quest for leadership in this field.

The seven-year investment will help fund a major research program put together by the ministry for primary industries and the New Zealand wine industry.

Philip Gregan, the chief executive officer of New Zealand Wine, said the joint project would produce “tangible outcomes” not only for the grape and wine industries, but also for the country’s economy. “This programme will capitalise on the domestic and international market demand for high-quality, lower-calorie and lower-alcohol ‘lifestyle’ wines by developing new, natural techniques for grapevine growth and wine production utilised across the New Zealand wine industry,” he said.

New Zealand leads the way