The Family of 12

It's called "The Family of 12" - a name which reflects their largely family based businesses and 12 is a traditional unit of wine.

Together they encompass every wine region in New Zealand and make wine from nearly every variety. Six are from the North Island and six from the South. Family of 12 Chairman, Richard Riddiford says the idea for the family evolved over a glass of wine.

"This is the simplest of ideas. We know and respect each other's winemaking philosophy, we enjoy each others company and we see this as an opportunity to combine our talents and energy to create a marketing group without parallel."

"The Family of 12" kicks off its export initiative this year with launches in San Francisco, New York and London. The group includes Kumeu River and Villa Maria (Auckland), The Millton Vineyard (Gisborne), Craggy Range (Hawkes Bay), Palliser Estate and Ata Rangi (Martinborough), Fromm Winery, Nautilus and Lawsons Dry Hills (Marlborough), Neudorf Vineyards (Nelson), Pegasus Bay (Waipara) and Felton Road in Central Otago.

"These are ultra-premium labels and as a collective we have more potency than we would achieve individually," said Mr Riddiford. "We have watched as major corporate brands throughout the world have effectively eliminated the viability of whole wine growing regions in their quest to own the mass market for consumer wine. Our task is to persuade greater public, not just wine enthusiasts, to celebrate diversity and authenticity rather than a slick brand.

To understand that the artisan, not the marketer, makes the most interesting wines. That may sound strange coming from a New World producer (not a struggling European region) but it is the core of what we as wine drinkers, as well as winemakers stand for."

"This isn't about tastings to sell a few cases of wine. It's about learning new ways to build a new sort of relationship between wine drinkers and artisan wines." Mr Riddiford said the Family of 12 hoped to strike a blow for producers of individuality and quality everywhere. This is not aimed to exclude our colleagues in the New Zealand wine industry. We aim to blaze a trail which will benefit all like-minded wineries in New Zealand as well as producers who share our values elsewhere in the world"

"While this is a serious world wide campaign we also intend making the family events innovative and authentic. This approach reflects the sort of people involved. Some of the wineries involved are too small to make each trip, in which case another family member will represent their wines. This group has a generosity of spirit and enthusiasm for each other's wines, and in this increasingly competitive world it is refreshing to work with creative, intelligent and good people. I am very aware of the commitment to fine wine each of us brings to the table. We are dedicated to continually push the boundaries of excellence."