By Christine Salins.
If you could attribute the success of New Zealand Sauvignon Blanc to anyone in particular, you’d have to say that Kim and Erica Crawford were more than a bit responsible. Founded in their Auckland home in 1996, the Kim Crawford brand is a remarkable success story of resilience and innovation.
The powerhouse couple built it into a brand that a quarter of a century later is internationally renowned, the largest New Zealand wine brand by volume in both the US and Canada. The world has come to love the intensity and freshness of New Zealand Sauvignon Blanc, its grassy, passionfruit nose and bright acidity.
The Crawfords spotted a trend for the style back in the 1990s and mortgaged their home to start Kim Crawford Wines. In establishing a “virtual winery” that bought grapes from contract growers and made wine in other people’s wineries, they broke all conventions of the time.
Erica, who continues to be an ambassador for the brand after Constellation took it over in 2006, said that scepticism within the industry and attitudes towards their approach made them determined to succeed.
Kim Crawford Illuminate Sauvignon Blanc
“Our approach was to counter a market flooded with oak-aged Chardonnay and the result was a truly unique expression of Marlborough Sauvignon Blanc that stood out compared to existing examples on the market at the time,” she said. “We nearly lost it all at one point but it was fighting spirit and maverick attitude that kept us going.”
By working hard and playing to their respective strengths – Kim making the wine and Erica managing the business – they unlocked a passion for New Zealand Sauvignon Blanc that inevitably saw the big global players circling. In 2003, they sold the label to Canada’s Vincor International, which in turn was acquired by Constellation.
Current winemaker, Brett Fullerton, says continued changes in viticulture, seasons and sub-regional profiles is what makes Kim Crawford Sauvignon Blanc so intriguing to make.
Committed to innovation, the company’s product range has expanded to include a low calorie, low alcohol Sauvignon Blanc called Illuminate. Always a trendsetter, Kim Crawford was the first wine label to move to screwcap closures in New Zealand, a practice that is industry standard today.
Kim Crawford Sauvignon Blanc, $14: A perennial favourite the world over, this is summer in a glass. With zesty citrus notes, ripe passionfruit flavours and a bright acidity, it pairs well with oysters, seafood and salads. Consistently popular as an aperitif or quaffing wine.
Kim Crawford Illuminate Sauvignon Blanc, $18: With 7% alcohol, this is a great option for consumers wanting less alcohol and fewer calories. If you’re wondering why it costs more for less alcohol, there’s actually more work in the ‘spinning cone’ technology that is used to make wines like this. It’s full flavoured (and therein lies the work) with a quintessential Marlborough nose (grassy, passionfruit) and a lively palate of grapefruit, lemon and lime.
