Stellar cellars

Kat Pickford

Marlborough’s reputation for world class wine brings visitors from all over the world, and this summer they’ll have more than 32 cellar doors to choose from – many run by families who have been welcoming guests for decades.

Forrest Estate is one of them. General manager Beth Forrest was a young girl when her parents planted their first vines in 1988 and opened a small tasting room soon after. “Mum always believed the best way to share wine – and our story – was to do it ourselves,” she says. The original space was a room in the family home, later replaced by a dedicated cellar door on their leafy grounds, where thousands of visitors have since stopped in for a taste.

In the early days, most guests were Kiwis, Australians and the odd Brit, and peak summer days might see 20 or 30 people passing through. As Marlborough wine gained international fame, visiting the region’s cellar doors became a must-do – a chance to taste at the source, chat to locals and discover the stories and the people behind the labels.

Sounds Connection co-owner Maria Baxter has watched that growth firsthand. She and her husband Mark began offering half-day wine tours in 1992, visiting some of the region’s first cellar doors, including Hunter’s and Te Whare Rā. Back then the tourist season was limited to the summer months, these days it stretches from October to April.

“Marlborough used to be a stop-off on the way to Kaikōura or Christchurch,” Maria says. “Now, we’re considered a destination and we’re seeing more people choosing to stay longer and seek out experiences they can’t get anywhere else.”

Today, Sounds Connection is joined by a host of other tour operators, catering to the region’s growing number of visitors – from first-time tasters, to wine lovers who have travelled specifically to experience Marlborough for themselves.

Destination Marlborough general manager Tracey Green says cellar doors have evolved from simple tasting counters into a major drawcard for immersive tourism. “Across the region you’ll find cycle wine tours, food pairings, luxury stays, blending classes and behind-the-scenes encounters with winemakers.”

And although wineries are technically competitors, she says they are “incredibly collaborative” – sharing data, participating in pre- and post-season debriefs, and working through the Marlborough wine tourism steering group to improve the visitor experience.

The range on offer often surprises locals as much as visitors – from an underground rock cellar at Johanneshof, heritage tours at Auntsfield, and an 1850s-style hut at Jackson Estate, to eco-tours at Yealands, or tasting New Zealand and French wines inside a converted church at Clos Henri. There’s even a band room tasting experience at Framingham.

The benefits reach far beyond wineries, Tracey says. “Visitor spending supports hospitality, small accommodation providers, transport companies, events and retail. Wine puts Marlborough on the map, and tourism helps keep the whole region thriving. Today, wine tourism is not just about sampling wine, it’s about connecting visitors to the people, stories and landscapes that define the region.”

Beth echoes that focus on connection, saying people may come for the wine, but the stories and sense of place are what they remember. “We wear two hats – Forrest Wines, and brand Marlborough. Whether it’s helping someone find the best swimming hole, walking track or fish and chips, that’s all part of the hospitality.”

Column supplied by Wine Marlborough.