Building Brands That People Love: Kim Crawford Wines

A True Expression of Marlborough, New Zealand
The Marlborough region of New Zealand is the foundation of what makes the brand distinctive. Located on the country’s South Island, Marlborough is widely recognized as one of the world's premier regions for Sauvignon Blanc. The region's unique combination of sunshine, cool temperatures, coastal influences, and diverse soils helps create the vibrant fruit flavors and crisp acidity that define the Kim Crawford style.

“At the end of the day, it comes down to attention to detail at every step, from vineyard to bottle, and a genuine passion for Sauvignon Blanc," says Dave Edmonds, Chief Winemaker, Kim Crawford Winery. "Producing quality wines for people to enjoy and share is what makes the work so meaningful.” 

The key to maintaining the signature style and flavor of the Sauvignon Blanc lies in the diversity of Marlborough itself. The Kim Crawford Winery sources fruit from vineyards across Marlborough's distinct subregions, allowing the winemaking team to blend different characteristics into a wine that remains both expressive and recognizable year after year. 


“One of our biggest strengths is our access to vineyards across all of Marlborough’s subregions. That gives us a real advantage when it comes to blending,” said Edmonds. “Every vineyard, and every season, behaves a little differently."

Edmonds points to one often-overlooked factor that plays an outsized role in developing flavor. "Wind is probably Marlborough's best kept secret," Edmonds says. "It naturally stresses the vines, encouraging them to concentrate flavor in the fruit. That's where you get those lifted aromatics and vibrant characters." 

Combined with decades of experience and a relentless pursuit of perfection by the brand’s world-class team of viticulturists, these natural advantages and characteristics of Marlborough help ensure that every bottle delivers the quality and consistency consumers expect. 

Better When It's Shared 
While world-class winemaking helped establish the brand's success, its emotional connection with people is what makes it iconic. At its core, the Kim Crawford brand believes that life's best moments are the ones shared with others.

"Everything we do is rooted in this idea that life's better when it's shared, and that those moments don't have to be perfect to matter," explains Clark. “Rather than focusing on grand occasions or polished perfection, Kim Crawford embraces the everyday moments that bring people together — whether that's hosting friends, gathering around a meal, or enjoying a spontaneous get-together. 

That philosophy shapes everything from marketing campaigns and partnerships to social storytelling and consumer experiences. The Kim Crawford brand uses every touchpoint to create a brand experience that feels welcoming, authentic, and approachable.

“Whether someone’s been drinking Kim for years or is just discovering us, we want them to feel welcomed,” said Clark. “And that constant feedback loop, really staying close to what people want, is a big part of how we keep evolving while still feeling like the same brand people know and trust.” 

By staying close to consumers and understanding how they connect, celebrate, and spend time together, the Kim Crawford brand is building lasting connections across generations while welcoming new wine drinkers into the brand. 

Bringing Kim Crawford to Life
The Kim Crawford brand's commitment to connection extends beyond the bottle. Through marketing campaigns, partnerships, and real-world experiences, the brand creates opportunities for consumers to come together and celebrate everyday moments. 

The brand’s newest campaign, “Bring Kim,” inspires fans to celebrate the joy-filled moments that happen when you gather with your circle of family and friends. With the launch of the campaign, the brand is inviting people to not only bring exceptional wine to their next gathering, but to embrace spontaneity.

Beyond campaigns, one of the many ways the brand brings its commitment to authentic, real-world connections to life is through activations at major tennis events. In March, the brand activated at the BNP Paribas Open, one of the world’s premier professional tennis tournaments held annually in Indian Wells, California. During the two-week event, the brand organized fan experiences and hosted guests at its Club Kim lounge, creating meaningful opportunities for fans to engage with the brand in real life. 

Building on that momentum, the brand announced a three-year agreement with Tennis Canada as the Official Wine of the National Bank Open (NBO) presented by Rogers. Since then, it has continued activating at tennis tournaments across the U.S. and Canada, delivering memorable experiences for fans while creating authentic, social-first content that extends those connections beyond the venue and across its social channels.

Whether through social storytelling, experiential events or creator partnerships, the Kim Crawford brand aims to show up in ways that feel authentic to consumers and reflective of the brand's approachable spirit. 

Innovation Rooted in Quality
As consumer preferences evolve, the Kim Crawford brand is connecting innovations with changing consumer needs while delivering on the brand’s mission. "For us, innovation is about evolving in a way that still feels true to who we are," says Clark.

One example is the Kim Crawford Illuminate portfolio, which offers lower-calorie, lower-alcohol options that respond to growing moderation trends while maintaining the flavor, quality, and experience consumers expect from the brand. In 2026, the portfolio expanded with the launch of Alcohol-Removed Sauvignon Blanc, which has already earned recognitions on the global stage with honors at the 2025 International Non-Alcoholic Competition and the World Alcohol-Free Awards 2026.

"We are always paying attention to what consumers are looking for, whether that is new styles, different occasions or things like lower alcohol options," Clark says. "It is less about chasing trends and more about finding ways to show up in people's lives that make sense, while staying consistent with what they already love about the brand." 


Beyond its signature Sauvignon Blanc and Illuminate wines sourced from New Zealand’s renowned vineyards, the Kim Crawford brand's portfolio also includes Pinot Grigio, Prosecco, and Illuminate Sparkling Wine from Italy, as well as Rosé from France. While each wine reflects the character of its region, all share the same commitment to flavor, quality, and consistency that has become synonymous with the Kim Crawford name.

A Global Benchmark Built to Endure
By combining nearly three decades of heritage, world-class winemaking, and thoughtful innovation, the team at Kim Crawford Winery continues to create wines that fit seamlessly into consumers’ lives while staying true to the spirit that made the brand iconic—an approach that continues to strengthen its legacy, sustain its enduring appeal, and earn recognition on the global stage through numerous industry awards and accolades.

While the brand’s success at retail speaks for itself, it continues to be globally recognized for its quality and character with over 20 prestigious 90+ scores from critics like Wine Spectator, Wine Enthusiast, and The Tasting Panel. The accolades have continued with the brand’s 2024 vintage of Sauvignon Blanc having been globally recognized by wine experts like renowned American wine critic James Suckling, while also earning a silver medal and 94-point score at the 2025 Decanter World Wine Awards.

Whether it’s the brand’s iconic Sauvignon Blanc, the lighter offerings in its Illuminate line, or wines crafted for evolving consumer tastes, the Kim Crawford brand continues to grow while staying true to the quality that built its reputation. From marketplace success and industry accolades to category-leading innovations and memorable marketing campaigns, the brand demonstrates that consistency, authenticity, and excellence remain a winning formula—one that will resonate with wine lovers for years to come.

¹ Circana, Dollar Sales, Total US MULOC Calendar Years 2017-2025 and 2026 YTD WE 7-19-26