A tale of two industries

If the New Zealand wine industry were a person, the word that would drive her friends to distraction with its repetition would undoubtedly be ‘pure’. So frequent is its use – whether in tasting notes or in marketing material – it has the feel of an infectious verbal tick. Rather like the ‘look, mate’ that routinely introduces the post-game comments of every Australian sportsman, rare is the chat with the Kiwi winemaker that doesn’t feature a reference to the purity of the wine or terroir.