Felton Road is a renowned wine producer in Central Otago, New Zealand, widely known for its organic and biodynamic wines. As one of the few producers exclusively crafting Pinot Noir from Bannockburn, it has built a reputation for premium quality wines that are highly sought after globally.
The winery also produces Chardonnay and Riesling, all grown across three vineyards in the region. Felton Road’s wines are known for their high prices, with bottles such as their Pinot Noir fetching between £45.99 and £57.95 in the UK, and some vintages reaching up to £84 per bottle. This has solidified Felton Road’s position in the fine wine category.
Felton Road Shifts Focus: Rejecting Fine Wine Exclusivity for Accessibility and Inclusivity
During the Pinot Noir New Zealand 2025 event, Felton Road owner Nigel Greening shocked attendees by declaring that the winery intends to distance itself from the “fine wine” sphere. In a panel discussion, Greening criticized the notion of fine wine, calling it “over-priced snobbery” and uncomfortable to be associated with. He stressed that Felton Road would no longer strive to belong to this exclusive category, signaling a shift in both its branding and philosophy toward wine.
Felton Road Rejects Fine Wine Label, Embraces Accessibility and Regenerative WinemakingGreening emphasized that Felton Road would embrace a more inclusive approach to winemaking and wine consumption. He rejected the exclusivity often tied to fine wine and encouraged a shift toward accessibility. His call to “abandon exclusivity and embrace inclusivity” extends to the way wine is marketed and enjoyed.
He questioned the necessity of aging wines for long periods, arguing that fine wines should be enjoyed sooner rather than later. Greening also called for a reduction in the snobbish language often associated with fine wine, aiming to connect with a broader, younger audience.
Greening Critiques Certifications, Advocates for Regenerative Viticulture and Scientific Vineyard Innovation
As part of his vision for inclusivity, Greening critiqued the rigid criteria required for certifications like organic and biodynamic farming. Despite Felton Road’s long-standing commitment to these practices, he expressed dissatisfaction with their exclusivity, noting that these systems often require conformity.
He suggested that “regenerative viticulture,” a broader concept, could better serve the industry by embracing flexibility. While still maintaining organic practices, Greening believes that relying on common sense and science, rather than rigid certifications, is a more sustainable approach to winemaking.
Greening also shared insights into Felton Road’s approach to vineyard management, particularly the innovative practice of growing new vines. By inoculating soils in the nursery with soil from their own vineyards, Felton Road ensures that the plants are better adapted to their future environment.
This method aligns with the unique terroir of New Zealand, shaped by seismic activity and diverse soils. Greening’s philosophy of blending scientific knowledge with natural practices may contribute to New Zealand’s emerging reputation for making “living wine” that fully reflects the country’s dynamic and diverse terroir. This could be a transformative moment for New Zealand’s wine industry, as it redefines what fine wine can be.
