Today, the wicked trading circumstances are being experienced by Nelson winemakers, even though this has been another vintage season for them. For the Company, the selling part is easier said than done, and it is seen that to what extent the Company would go to sell their products.

Even though, the consumers have been left smiling due to unexpectedly low prices, yet, these prices are merely at the cost-effective levels. The export markets are yet to recuperate from the trauma of recession, but it is inundated by the massive flow of wine.

On one hand, the business spectators have cautioned an amalgamation in a cleanout for some years of the winery breakdowns; on the other hand, a pinch from yield caps and falling costs have been felt by the cash-strapped grape growers.

Such rampant concessions and vending in petite margins had never been thought of by Kahurangi Estate Winery Managing Director, Greg Day. This head-on situation is being termed as "a perfect storm" by Mike Brown, Association Chairman of Nelson Winegrowers.

A season of the production of tremendous red and white wines has been followed by it. “2009 was a great white vintage and a good red vintage, but 2010 is potentially great for both varieties, partly due to the lower cropping and that warm spell that pushed varieties along”, Mr. Brown said.