“The allocation of levies is always a vexed point but from an international perspective I can see advantages for Marlborough in continuing to “hunt with the pack” as it were. Setting up and running a new promotion organisation is going to cost Marlborough a considerable amount of its hard-earned cash and would duplicate the efforts of New Zealand Winegrowers. The confusion caused internationally by having two bodies risks fewer visitors from the trade and media attending Marlborough events because international visitors like, and let’s face it, it does work, having a single point of contact who can fix up an entire visit to New Zealand.

“But I do sympathise with the view that because Marlborough is big and deemed to be successful in international markets less focus needs to be put onto the region; in my previous life with a large UK retailer who sold more New Zealand wine than any other retailer, we were ignored by the generic promotion body because we were deemed “big enough to look after ourselves”. Very irritating.

“So, to declare UDI or not, that is the question. On balance, I’d say no. Why? Because to be inside the tent fighting for change is a lot easier than fighting to get in and effect change.”