Innovation

Felton Road Wines were one of the first major names in the industry to come out of Central Otago, but they have stayed relatively small, with a zero-growth policy since 2001 (10-15,000 cases a year), to hold to their mission statement of “being too small to be big”. Keeping production to these numbers has allowed for an immaculate level of control of the processes and products, as well as adherence to the following Sustainable Development Goals (SDG):

• Responsible Consumption and Production (SDG 12)- With an average of 13.8% of food lost in the supply chain, every effort to minimize the loss can have a positive business and environmental impact (FAO, 2019). Felton Road has aligned with SDG 12 through every stage of the production process. Beginning with its on-site composting and fertilizer production. They plant cover crops to ensure the longevity of the vines and land itself and have invested in bottles that weigh 50% less than the industry standard. This goes against the long-standing tradition of premium bottles needing to have a premium ‘heavy’ feel. Because of the weight of the bottles, 416 grams at Felton Road versus 800-1,200 grams of other premium labels, the carbon cost of production, and shipping a bottle from Felton Road to England is, on average, the same as a high-end French wine being shipped to England. This is something that Blair Walters, the head winemaker at Felton Road is exceptionally proud of and he says "as years go by the customers are getting more involved and interested in this side of the wine industry."
• Life on Land (SDG 15)- Going beyond what is required by law, Felton Road has provided an economically and environmentally sustainable model that aims to protect and when possible, restore the natural environment. This mission goes beyond the property boundaries where they have participated in large-scale native plantings on public land.
• Sustainable Cities and Communities (SDG 11)- To reduce the stresses on municipal waste management, Felton Road has managed to get their waste to less than an average household, according to Blair “I could bring my entire families rubbish to Felton Road and we still wouldn’t fill the domestic sized rubbish bin that we use on the property.”

Blair Walters enjoying some of the native plantings behind the Felton Road winery

Inspiration

As cliche as it sounds, beauty is in the eye of the beholder. As Blair Walter stated, the beauty of Felton Road is as much as the land provides for vineyards, the vineyards provide to the land. Felton Road is a self-sufficient energy loop that one can taste in its numerous award-winning wines, see in the natural vines and terrain, and feel as you wander the property.

For Blair Walter and Nigel Greening, the owner, the mission has been clear since 2000 when Nigel purchased his first block of land in Bannockburn. Blair Walters summed this up by saying "we want the idea of ‘somewhere-elseness’ to be transformed into ‘somewhereness’," meaning the land stays true to its natural state as much as possible, and there is minimal outside intervention. This involved acting as a thoughtful and rational analyzer, which takes time, energy, and effort but almost always leads to a better result. With this mindset, Felton Road has created a unique niche in the market, with a size that produces less landfill waste than the average home and a product worthy of international accolades.

Overall impact

Since the turn of the millennium, Felton Road has added three more properties and is steadily maintaining its 10-15,000 case a year goal. Since 2002, the vineyards have been managed organically and biodynamically, and in 2010 all four vineyards were awarded full Demeter certification. Demeter’s “biodynamic” certification requires biodiversity and ecosystem preservation, soil husbandry, livestock integration, the prohibition of genetically engineered organisms (Demeter Association, 2007). In viewing the farm as a living “holistic organism”, this certification verifies the fulfillment of the standards on behalf of the farmers, which in turn guarantees high-quality food products to the consumers. This is rewarded by consumers paying a higher price for food certified with the “Demeter” label ranging from 10-30% at an average (Demeter, 2003).

Minimal intervention is taken in the winemaking practices of Felton Road. Simple things like wild yeast are added, but little to no fining or filtration is done aligning again with the idea of 'somewhereness', allowing the individual vineyard characters to shine in the final product. Since the first vintage in 1997, Felton Road has acquired a formidable worldwide reputation.

Business benefit

From a relatively modest beginning, Felton Road has become a business that competes in the most premium levels of its industry. Their team has grown, but the core employees have been in place for two decades, allowing for the organization to mature along with the vines. This was highlighted in 2018 when Wine Spectator, one of the world’s leading authorities on wine, announced Felton Road had been named the #12 wine on their list of the “Top 100 Wines” (Campbell, 2019).

Routinely scoring 92 points or above, their wine is described as “typical dark earthiness and sous-bois notes, black cherry fruit and hints of mocha. It's medium-bodied and plump in the mouth, with plenty of flesh, supple tannins, and a long, softly dusty finish tinged with clove, cinnamon, and cocoa” (Czerwinski, 2018). Reviews from experts around the world all share a commonality, that the wine from Felton Road embodies the region and even more specifically the individual vineyard. At this level of quality and recognition, Felton Road wines are often considered to be of wine-cellar quality, meaning collectors and aficionados from around the world buy this wine to keep in private collections for years allowing bottles to age for a decade or more.

Social and environmental benefit

About 98% of New Zealand’s vineyards are a part of the Sustainable Winegrowing scheme. Felton Road is seen as one of the progressive producers setting an even higher standard for themselves than what is proscribed by the Sustainable Winegrowing scheme. To spread this knowledge, Felton Road participates in a trainee cultural exchange program to help the next generation of New Zealand winemakers learn and share practices in a vastly different environment around the world.

A 50-strong herd of goats grazes the land, keeping the Sweet Briar that grows prolifically at bay while their cattle provide fertilizer and horns for the biodynamic practices of Felton Road. To keep the wine true to the individual vineyard, almost all of the fertilizer is grown or collected from the properties themselves. Native flora and fauna have been a big part of the mission, both inside and outside of the vineyard boundaries. Felton Road has worked with the local council and trusts to plant native flowers, nectar, berries, and shelter that has supported indigenous birds, lizards, and insects. To combat the biggest threat to the vines, rabbits, and birds, Felton Road helped raise and release three New Zealand falcons (Karearea) which adds to the local ecology. After many years they can still be seen circling the property and surrounding hills, admiring the progress Felton Road Wines has made as a business and in protecting their natural environment.

Interview

Blair Walter, Winemaker