Despite having soil regarded as near perfect for grape-growing, the Alexandra Basin's vineyards are sometimes overshadowed by the well-marketed Central Otago sub-regions such as Gibbston Valley and the Cromwell-Bannockburn area.
But the newly-formed Alexandra Basin Wine Growers group aims to dispel notions the district has only one or two vineyards.
Many smaller wine operators included in the group are benefiting from a collective marketing drive, targeting local, national, and international consumers.
"Alexandra has always been the Cinderella of Central Otago and it's now being recognised as accolades come in thick and fast for our wine," Tussock Ridge Vineyard and Eight Ranges Wines co-owner Trevor Deaker said.
As the owner of a "boutique" vineyard, belonging to the group was beneficial on a number of levels, he said.
"When you are small and doing everything yourself, there are bound to be some gaps in your knowledge, so contacts and their suggestions about what to do or who to talk to are great. It's important to have a circle of friendly faces."
Mr Deaker and his partner Mark Borrie "bought a piece of desert and some water rights" at the top of Hillview Rd, near Alexandra Airport, in 2001.
Just under half of their 7ha property is planted in pinot noir and pinot gris, from which they started to make wine in 2006.
Other benefits of the group included being able to call on fellow growers for help when times were tough.
Some within the Alexandra basin found 2009 a difficult year, as oversupply meant certain growers lost or failed to secure contracts to supply wineries.
Mr Deaker said those in the group were able to suggest alternative markets or help in other ways.
"The little guys help the big guys and vice versa. It's a truly symbiotic relationship. We've got these boutique wineries in the area and by getting together we are able to raise the profile of the Alexandra basin far more than any of us could individually."
An inaugural wine tasting event is planned for Labour Day weekend, where about 20 wine makers will have 40 new release vintages ready to try.
A map of the Alexandra basin and locations of vineyards and wineries within the group is also to be published before summer, and eventually signs will point to where people can visit cellar doors, as well as properties with less formal tasting provisions.
It is the start of what the group's core working committee hopes to achieve for Alexandra basin wines and the people behind them.
Hinton Estate Vineyard sales and marketing manager Tracy Thomson, one of the group's founders, said despite being only a few months old, the group represented most of the area's wine industry professionals.
"We know there are about 25 labels and at least 30 growers in the Alexandra basin, so to have 22 represented in the group is fantastic.
Everyone is very enthusiastic about what we're doing.
"It's a close-knit community. Individually, we are a lot of very small vineyards but collectively we represent about 30% of all the grapes grown in the Central Otago area, including the Gibbston Valley," she said.
The Alexandra basin boasted some boutique labels and vineyards which did not have formal tasting rooms or cellar doors, but the owners of which wanted visitors to see where the wine was made and taste its quality.
Ms Thomson said for those growers and wine producers, a collective marketing group was a bonus.
"It's about letting people know there's that volume of wine activity in the area. Lots of small voices can't be heard, and smaller vineyards can't afford to do much marketing on their own, but collectively, we can," she said.
Fellow working committee member and Shaky Bridge marketing and sales manager Ashley Boeyen said from a marketing perspective, forming the group made sense.
"If there was a charter definition [for the group] it would be to raise the profile of Alexandra basin wines. Being able to present the area's wine industry on a grand scale confirms in consumers' minds that there's a lot here to consider.
"People probably think there's still only two or three places in Alexandra, but when they realise that there's actually about 30 they start taking a closer look, and that in time starts to bring more people to the area," he said.
Earnscleugh Road Wine Company managing director Russell Clayton, who is also on the working committee, put the concept in layman's terms.
"It's like rugby. No person has ever won a game of rugby alone. The team is much stronger than the individual," Mr Clayton said.
Mr Boeyen said the group followed in the footsteps of the district's main wine industry organisations including the Central Otago Winegrowers Association (COWA).
Rather than competing for marketing, the Alexandra basin group strengthened what was already in place, he said.
"COWA has done a fantastic job promoting wine in the region, and what we are trying to do is get people to take an even closer look."
As throughout the rest of Central Otago, pinot noir is the predominant grape grown in the Alexandra basin.
It is one of the reasons why the area boasts a wealth of talented and experienced wine makers from around the world.
"Not many people realise that the Alexandra soil is classed as being in the top three in the world for growing pinot noir," Mr Clayton said.
Ms Thomson said pinot noir was a challenging grape with more complexity than most, and passionate wine makers were attracted to work in areas where it thrived.
She said Alexandra basin growers had explored different varieties including viognier and savignon blanc, but pinot noir remained "king".
Although the basin already accommodated about 30 growers, Ms Thomson said there was room for further development, so long as demand warranted it.
"There is enough land for people to expand the industry here, but it's like any type of farming - you always need to be aware of the demands before you start to supply," Ms Thomson said.
Greylands Ridge Vineyard owners Patrick and Judy Medlicott bought a bare section off Letts Gully Rd, near Alexandra, in 2001, and planted 4.2ha of pinot noir.
Mr Medlicott has a correspondence certificate in viticulture and Mrs Medlicott is halfway through completing the same correspondence certificate qualification.
Their first vintage was in 2006.
Mrs Medlicott said the number of small vineyards which had been established in the area since they moved was "amazing".
Grape facts
Alexandra wine statistics
- More than 2000ha of land used to produce wine (about 25% of entire Central Otago wine growing area).
- More than 25 labels and 30 growers.
- Three wineries.
- Has the first wine made in Central Otago (by French goldminers, the most famous being Jean Desire Feraud).
- More than 140 awards at 15 different wine competitions between 2007 and 2009.
Growers group vineyards
Hawkdun Rise; Faisandier; Clyde Village; Judge Rock; Greylands Ridge; Como Village; Radka Estate; Leaning Rock; Hinton Estate; Careli; Aravin; Eight Ranges; Perseverance; Alexandra Wine Company; James Love; Drumsara; Kenley; Blackridge; Springvale; Earnscleugh Road Wine Company; Shaky Bridge.
Working committee members
Tracy Thomson (Hinton Estate Vineyard, sales and marketing manager); Russell Clayton (Earnscleugh Road Wine Company, managing director); Ashley Boeyen (Shaky Bridge, marketing and sales manager); Judy Medlicott (Greylands Ridge Vineyard, co-owner); John and Suzanne Grant (Hawkdun Rise Vineyard, owners); Trevor Deaker (Tussock Ridge Vineyard and Eight Ranges Wines, co-owner).
