Appellation Marlborough Wine (AMW) is a member-led organisation established in 2018 to protect the integrity, authenticity and brand value of wines produced in Marlborough, New Zealand. AMW is trademarked in all key global wine markets, and the legal recognition sets it apart from other new world certification practices.
“It is AMW's primary goal to raise awareness for the breadth and calibre of wines made in Marlborough,” said Amanda McRae, Executive Officer for AMW.
Since moving to Marlborough in 2014, McRae has been involved in the wine industry, working at Spy Valley Wines before taking over the administration for AMW in 2019. She is passionate about protecting wine for future generations to enjoy and ensuring wines reflect the provenance of Marlborough.
AMW is composed of like-minded members, producing wine that is a true representation of Marlborough. Member wines vary significantly in their price-point, subregional origin and style. Still, they are united in the fact that it is 100 percent Marlborough fruit, bottled in New Zealand, displaying varietal typicity and sourced from sustainably certified vineyards.
A typical trading day at AMW looks to celebrate their members and work with media, trade and educators to upskill their knowledge of Marlborough. At the same time, they research, fund and drive initiatives that support their members and region.
Every wine certified by AMW goes through a vigorous blind-tasting process by a panel of experts who analyse each wine for faults and varietal typicity. The tasting process is the final check before wines meet the consumer, giving confidence to a buyer that the wine they are selecting is an authentic and sustainable expression of Marlborough.
“This process ensures that our wine industry is being protected,” she said.
Many members take their sustainability actions beyond these certifications by paying close attention to their agricultural practices, carbon-neutral initiatives, wetland development, and savvy waste and recycling practices.
AMW and The Marlborough Wine Map Collective have also created The Wine Map of Marlborough as a vital resource for understanding Marlborough's subregional detail and diversity. The idea is that wine enthusiasts can use the map to pinpoint the subregional style they desire, whether that be the lemongrass-accented Blind River, passion fruit and blackcurrant-driven Dillons Point, or elderflower and white currant expression of Condors Bend.
