A new Government-backed push into the US wants to build a super premium wine category for New Zealand’s billion-dollar export industry.

Economic Development Minister Gerry Brownlee said the wine industry was at a turning point as it was starting to produce quite large volumes.

The Government will contribute $1.2 million over two years matched by a similar amount from 21 wineries.

New Zealand Winegrowers USA chairman Steven Smith will head the charge into lifting the brand perception and marketing to top-quality events in San Francisco, Chicago and New York. Mr. Smith says he will also target markets in Northern Europe and China and run Rugby World Cup promotions in Europe, Australia and New York.