The Marlborough Wine & Food Festival has been put on hold after more than four decades, with Wine Marlborough saying the event is no longer the best use of the organisation's resources.
The Wine Marlborough board and management announced the decision on Thursday following what general manager Marcus Pickens describes as "a number of difficult but necessary discussions".
"It was a hard decision, particularly given the festival’s long history and the special place it holds for our industry and the many people who look forward to it each year. We are proud of the successful event we have built and grateful to the people, businesses and community groups who have helped make it possible.
"Events are facing an incredibly challenging time across New Zealand and we have seen those challenges reflected in the festival in recent years. After careful consideration, it became clear that the substantial investment required to deliver the event in its current format is no longer the best fit with the organisation’s wider responsibilities," Marcus says.
As a member-focused organisation representing Marlborough wine companies and grape growers, Wine Marlborough says it must carefully consider where it invests its time, energy and resources.
"More than 80% of Marlborough wine is exported beyond New Zealand, so maintaining and strengthening our international reputation is an important part of that work," Marcus says.
The Marlborough Wine & Food Festival was launched in 1985 by pioneering winegrowers when Marlborough had just four wine companies.
"In the decades since, our region has become synonymous with unique and extraordinary wines, and our festival has been a much-loved annual celebration," Marcus says. "It has evolved with the wine industry and played an important role in celebrating Marlborough’s wine story."
The festival ran uninterrupted for 36 years, including 33 years at Brancott Vineyard, before Covid-19 forced cancellations in 2021 and 2022 to protect the community and winery staff.
It returned in 2023 at Renwick Domain after Brancott Vineyard was no longer available.
"Everyone has worked very hard to maintain the event’s success throughout these changes, and we would like to acknowledge the recent support of the Marlborough District Council Commercial Events Fund and the Ministry of Business, Innovation and Employment Regional Events Promotion Fund, both used to promote the event to audiences beyond Marlborough, as well as the many community groups that have helped deliver the event every year," Marcus says.
Wine Marlborough says it will continue focusing on initiatives that support the industry's growth, including Sauvignon Blanc New Zealand 2027, an international conference scheduled for Marlborough in February 2027.
"Some of the most influential people in the international wine world are coming to Marlborough because they are so excited about the wine we make," Marcus says.
"The things they learn, people they meet, wines they taste and stories they share will reach wine lovers around the world, bringing attention to our extraordinary province."
Wine Marlborough board chair Tracy Johnston says the decision was made only after careful consideration.
"We recognise the important role the Marlborough Wine & Food Festival has played in bringing people together and its legacy is important to our industry. However, it is our responsibility to act in the best interests of our members and ensure Marlborough continues to be recognised as the home of the world’s most distinctive and valued Sauvignon Blanc," Tracy says.
"The board has carefully considered the benefits of the festival alongside the significant investment and resources required to deliver it, and our wider responsibilities to the Marlborough wine industry. This gives us an opportunity to focus our activity on delivering value to members, while exploring alternative ways for the festival’s legacy to continue.
"We welcome ideas from industry, event organisers and the wider community about how we can continue to celebrate the wine, people, food and landscapes behind our world-famous wines."
The 2027 Marlborough Wine & Food Festival had been scheduled for Saturday, 13 February, but tickets had not yet gone on sale.
