Brand Tone

Sophisticated, Passionate, and Authentic.

Brand Values

• •Terroir and Tūrangawaewae (A Place to Stand)
• •Kaitiakitanga (Guardianship and Sustainability)
• •Whānau (Family and Heritage)
• •Excellence and Craftsmanship
• •Manaakitanga (Hospitality)

Best Practices

• •Lead with "Place": Always anchor the brand in its specific location. Use evocative descriptions of the Bendigo and Central Otago landscape—the "rugged terrain," "schist soils," "old goldfields," and "dramatic canyon." This reinforces the core value of terroir.
• •Weave in Whakapapa (Genealogy/Heritage): Subtly and respectfully integrate the story of Hayden Johnston and the Kuru Kuru legacy. Use Māori terms like aroha (love), whenua (land), and whānau (family) where appropriate to add depth and authenticity, reflecting the brand's identity as a Māori-owned winery.
• •Use a Refined and Evocative Vocabulary: Maintain a sophisticated tone. Employ sensory and emotive language ("perfumed," "silky finish," "rich tapestry of flavors") that speaks to the quality and complexity of the wine, appealing to a discerning audience.
• •Emphasize Scarcity and Excellence: Highlight the boutique nature of the winery. Mentioning that the flagship wine is made "only in exceptional vintages" or referencing "small batch production" creates a sense of exclusivity and reinforces the commitment to quality over quantity.
• •Balance Tradition with Innovation: Tell both sides of the story. Pair the deep respect for heritage and land with forward-looking actions like organic farming, sustainable venue development, and the Air New Zealand Business Premier partnership to position the brand as both timeless and modern.

Social Perception

Tarras Vineyards is perceived as a top-tier, boutique producer of Central Otago Pinot Noir. It is seen by critics and connoisseurs as a serious and respected winery, creating "powerfully graceful," "complex," and "robust" wines that consistently earn high scores. The story of its owner and the connection to Māori heritage add a memorable and authentic layer that distinguishes it from other local producers. While the wine is premium, the brand is also seen as innovative and forward-thinking through its sustainable practices and the creation of its ambitious events venue. To the general public and visitors, it represents a luxury, exclusive Central Otago experience that deeply intertwines high-quality wine with culture and place.

Copy Examples

• •The Soul of a Place. In a Glass. From the rugged, sun-drenched terraces of our Bendigo canyon comes a Pinot Noir of exceptional character and grace. The Tarras Canyon Pinot Noir: an icon wine, crafted only in the finest years. Discover the taste of our tūrangawaewae.
• •This land speaks. We listen. Every morning at The Canyon vineyard is a reminder of our role as guardians of this special place. It’s this connection, this aroha for the whenua (love for the land), that you can taste in every bottle of our organically grown Tarras Pinot Noir. #TarrasVineyards #CentralOtago #PinotNoir #OrganicWine #MāoriWinemakers
• •An Invitation: Taste a Legacy of Family and Fine Wine
• •Your love story deserves a breathtaking backdrop. At The Canyon at Tarras Vineyards, panoramic views, rustic elegance, and world-class wine unite to create unforgettable celebrations. Say 'I do' where the land and sky meet. Enquire about your 2026 wedding today. #CentralOtagoWedding #VineyardWedding #TheCanyonNZ #LuxuryWedding
• •More Than Wine. It's Our Heritage. Kuru Kuru wines are a tribute to our ancestor, Kuru Kuru of the Ngāi Tahu tribe. Each bottle carries her story and our commitment to the values of land, family, and hospitality she represents. Experience a taste of history, crafted with passion in Central Otago. #KuruKuruWine #TUKUCollective #NZWine