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Aotearoa Nouveau is a celebration of the most exciting, cutting edge wine producers in New Zealand.
Aotearoa Nouveau is a celebration of the most exciting, cutting edge wine producers in New Zealand.
173 backers pledged NZ$ 21,524 to help bring this project to life.
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NZ$ 21,524

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Aotearoa Nouveau: Postmodern New Zealand Wine is a celebration of some of the most exciting wine producers in New Zealand; some well established, others brand new, but all of whom are making wine that is on the absolute cutting edge.

The completed book will feature:

  • information about the common (and uncommon) grape varieties and wine styles made in New Zealand
  • descriptions of the regions and various sub-regions
  • information about buying wine
  • cellaring and matching food to New Zealand wine
  • the domestic and international markets for New Zealand wine and the role that New Zealand wine plays in the wider market
  •  comprehensive profiles on 65+ different producers and tasting notes on their wines

Throughout the book you will get to know the various characters that have both come to define the New Zealand wine industry and those who will define it for years to come.  Aotearoa Nouveau: Postmodern New Zealand Wine is looking to feature 65 New Zealand wine producers, some of which are listed below; there is room to add more producers as they are discovered.

  • Don and Kindeli
  • Craggy Range
  • Cedalion
  • Destiny Bay
  • The Millton Vineyard
  • Ant McKenzie Wines
  • Hopesgrove
  • Petane Station
  • Rod McDonald Wines
  • Trinity Hill
  • Cambridge Road
  • Colombo
  • Poppies 
  • Darling
  • Greywacke
  • Seresin
  • Mahana
  • Mammoth
  • Bellbird Spring
  • Black Estate
  • Muddy Water and Greystone
  • Ostler
  • Burn Cottage
  • Domain Thompson
  • Mount Edward
  • Kalex
 

What is postmodern wine?

Postmodernism is a late-20th-century movement in the arts, architecture, and criticism that was a departure from modernism. Postmodernism articulates that the world is in a state of perpetual incompleteness and permanent unresolve. Postmodernism promotes the notion of radical pluralism; that there are many ways of knowing, and many truths to a fact. 
- Wikipedia
Wine, alcoholic drink made by fermenting the juice of fruits or berries… The narrower definition, relevant to this book and accepted throughout Europe is that wine is ‘the alcoholic beverage obtained from the fermentation of freshly gathered grapes, the fermentation taking place in the district of origin according to local tradition and practice. 
- The Oxford Companion to Wine, 4th Edition

Postmodern wine is a reaction (or better, a series of reactions) to modern wine, a combination of grape growing, winemaking, environmental, market and cultural trends that have led to the wine world in general and New Zealand wine in particular looking as it is today. Broadly speaking these are the globalisation of both the market and wine styles (which many refer to Parkerization), the ongoing connection between established producers and their land and the dichotomy between industrially grown and produced volume wine on one hand, serious (and seriously expensive) fine wine on the other and the vast number of labels in between that more often than not don’t know what they are.

So, what is modern wine, and what does this mean for the drinker? Most importantly it means that wine en masse is better than it ever has been, certainly a good thing… One can now go into any supermarket or wine shop in the country and for between $10 and $15 dollars get a perfectly serviceable bottle that is free from technical fault and more likely or not, enjoyable. It also means that on an individual level many of the things that make a particular wine unique are being diluted. With all this serviceable wine out there, we are less or less likely to find something that is truly special, that expresses terroir - taking us to the place it was made and affirming that it is something that could only ever have come from this particular corner, of this particular vineyard, in this particular village, on this particular year. 

The other most notable feature of modern wine is the increasing divide between wine and fine wine in relation to who grows and makes it, who drinks it, how we talk about it and most importantly, driven by the globalisation of the market for wine and the inherent limit on more serious producers in more serious regions to produce it (demand and supply) how much it costs. This is what postmodern wine is a reaction to. As alluded to earlier, these reactions range wildly - some such as the natural wine movement are defiantly anti-modern natural wine movement (which holds its own irony as it is only because of modern winemaking developments that practices like these become commercial) push against modernity by championing a return to terroir as expressed through a difficult to define set of strictures about what is acceptable and what is not. Others embrace modernity by applying techniques from industrial to fine wine - blending grapes from multiple vineyards and even regions to create unique a unique expression of what wine can be. Some producers ham the extremes of the fine wine market by limiting supply and charging a premium for this knowing that some sections of the market will pay through the nose for exclusivity; others embrace the middle ground between fine wine and everything else by creating high quality yet good value wines and more still embrace techniques pioneered by other markets (such as craft beer) by having democratic prices yet scarce availability to drive interest and demand.

So who are these producers of ‘postmodern wine’. They range wildly: some are exciting new producers, others established multi- decade wineries producing exciting new styles of wine, some are winemakers with impressive CV’s carving their own niche in the market and others are second and third generation grape growers (from families who have only ever sold grapes to producers who blend them with grapes from countless other vineyards) trying to make their family businesses more sustainable, some have so much international demand that their wines are rarely available domestically, others immigrants into NZ creating a niche by selling wine in their home market and others still who are content to service little more than a local market in their own city or province. Many combine all aspects of these and more. 

What links them is their pursuit of quality, their vision and their spirit of innovation. They challenge the status quo of how and why wine is grown, made and sold. They are changing the world of wine. And the wines? They range from single parcel to multi-regional, from every-day affordable to extortionately expensive and are made with every variety from the most traditional to the most unknown and unappreciated (and sometimes with a blend of all of the above). Like postmodernism itself they can be challenging but are also rewarding. In short, postmodern wine is an attempt to redefine what wine is, how it is grown and made, how it is sold and why and how we drink it.

I - Jules van Cruysen - am a food and drinks professional and writer from Wellington, New Zealand.  My first book BREWED: A Guide to the Craft Beer of New Zealand was published by Potton and Burton Publishing in September of 2015, has sold over 3500 copies, and is into its second print run. It was funded on Kickstarter and raised over $20,000.

Risks and challenges

I enter this project with realistic expectations, eight years' professional writing experience and one successful Kickstarter-funded book (BREWED: A Guide to the Craft Beer of New Zealand) under my belt.

Firstly, I require buy-in from the producers the book will feature. I have spoken with many winemakers, proprietors and others in the industry and have received unanimous support. To illustrate, the beautiful landscape photography in the video above is the work of Kevin Judd, owner of Greywacke Vineyard, one of the producers in Aotearoa Nouveau.

I already have the New Zealand Cellar (also a Kickstarter-funded enterprise) to distribute the book in the UK, one of the most important markets for New Zealand wine.

Next, there are the day-to-day realities. I plan to have the book printed by mid 2017. The publication of BREWED was a lesson in writing and publishing a quality product. I have learnt much from this experience and have set a more realistic timeline for Aotearoa Nouveau.

Then, there is the logistical hurdle of working with designers, editors, printers and getting all of the other matters correct. Having experience managing projects like this before I know how to work with others to make this happen.

Finally, I will have to get out there and sell the book! Again, I have experience as a sales rep and many contacts in the liquor and book industries.

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Support

  1. Select this reward

    Pledge NZ$ 1 or more About US$ 1

    ALL SUPPORTERS will be listed on the supporters page of Aotearoa Nouveau. You will also receive regular updates on the behind the scenes action, writing and production progress, tastings and producer visits while Jules is writing Aotearoa Nouveau.

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    Pledge NZ$ 10 or more About US$ 7

    WINE TASTING BOOK AND POSTCARD SET

    Backers of this reward tier will receive an Aotearoa Nouveau Tasting Book with information on how to taste, how to organise a tasting and space to make notes on 100 wines.

    You will also receive 3 postcards featuring the people, places and wines of Aotearoa Nouveau.

    Your name will also be listed on the supporters page of Aotearoa Nouveau.

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  3. Select this reward

    Pledge NZ$ 40 or more About US$ 26

    ONE SIGNED COPY OF AOTEAROA NOUVEAU

    Exactly what is says on the tin. Jules will personally sign and/or personally inscribe the book for you.

    Your name will also be listed on the supporters page of Aotearoa Nouveau.

    Aotearoa Nouveau will have an RRP of $50 NZD

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  4. Select this reward

    Pledge NZ$ 49 or more About US$ 32

    ONE SIGNED COPY OF AOTEAROA NOUVEAU, WINE TASTING BOOK AND POSTCARD SET

    Exactly what is says on the tin. Jules will personally sign and/or personally inscribe the book for you. This will be accompanied by an Aotearoa Nouveau tasting book and 3 postcards featuring the people, places and wines of Aotearoa Nouveau.

    Your name will also be listed on the supporters page of Aotearoa Nouveau.

    Aotearoa Nouveau will have an RRP of $50 NZD

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  5. Select this reward

    Pledge NZ$ 75 or more About US$ 49

    AOTEAROA NOUVEAU AND BREWED SECOND EDITION BUNDLE

    Do you love craft beer just as much as wine? With this package you will receive both Aotearoa Nouveau and a copy of the second edition of BREWED which is due out mid-2017, both signed by the author.

    BREWED's second edition will include profiles on over 160 breweries and tasting notes on over 500 New Zealand beers.

    Your name will also be listed on the supporters page of Aotearoa Nouveau.

    This bundle has an RRP of $90 NZD.

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  6. Select this reward

    Pledge NZ$ 150 or more About US$ 97

    GIFT WRAPPED AOTEAROA NOUVEAU CORPORATE/CHRISTMAS GIFTS

    Four gift wrapped and signed copies of Aotearoa Nouveau.

    Your name will also be listed on the supporters page of Aotearoa Nouveau.

    This package has an RRP of $220 NZD.

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    9 backers
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  7. Select this reward

    Pledge NZ$ 250 or more About US$ 161

    OFFICIAL LAUNCH DINNER AND BOOK

    Come and celebrate the launch of the book in style! You will be invited to a five course matched dinner held at Hillside Kitchen & Wellington. You will also receive a signed copy of Aotearoa Nouveau, Aotearoa Nouveau tasting book and a set of 3 postcards.

    Your name will also be listed on the supporters page of Aotearoa Nouveau.

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    Limited 13 backers
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    Pledge NZ$ 350 or more About US$ 225

    10 COPIES OF AOTEAROA NOUVEAU

    Your name will also be listed on the supporters page of Aotearoa Nouveau.

    This package has an RRP of $500 NZD.

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    5 backers
    NZ$

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  9. Select this reward

    Pledge NZ$ 500 or more About US$ 321

    15 COPIES OF AOTEAROA NOUVEAU

    Best value! (Even cheaper than the early bird reward...)

    Your name/business will also be listed on the supporters page of Aotearoa Nouveau.

    This package has an RRP of $750 NZD.

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    6 backers
    NZ$

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  10. Select this reward

    Pledge NZ$ 600 or more About US$ 385

    BBQ WITH AOTEAROA NOUVEAU HOST JULES VAN CRUYSEN

    Jules will come over to your house (or if you are in Wellington you can come over to his) and he will cook a barbecue dinner for up to six people. You will eat, drink and be merry talking wine, food and life. You will all receive a copy of Aotearoa Nouveau. Your name will also be listed on the supporters page of Aotearoa Nouveau.

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    Limited 0 backers
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  11. Select this reward

    Pledge NZ$ 2,500 or more About US$ 1,601

    PRIVATE DINNER FOR UP TO 16

    Have a bunch of friends who all love wine and food? Jules will host a group of up to 16 at Hillside Kitchen and Cellar in Wellington to private 5 course matched dinner. Each attendee will also receive a copy of Aotearoa Nouveau.

    Your name will also be listed on the supporters page of Aotearoa Nouveau.

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    Pledge NZ$ 8,000 or more About US$ 5,122

    BESPOKE BOOK PROJECT

    After the completion of Aotearoa Nouveau, Jules (writing) and Lauren (design and photography) will undertake to develop a book of no fewer than 100 pages profiling your business (ideally a food, hospitality, beer or wine business). This can be a fantastic tool in marketing your business both domestically and internationally.

    With comprehensive consultation, Jules and Lauren will create your book in a format in line with your business' goals (eg business history, long format non-fiction or cookbook). We will supply 100 copies of the resulting work with additional copies available at an extra cost.

    Please send us a message before pledging to discuss whether this is suitable for your business.

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    0 backers
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  13. Reward no longer available

    Pledge NZ$ 35 or more About US$ 23

    EARLY BIRD REWARD: ONE OF THE FIRST 20 COPIES OF AOTEAROA NOUVEAU

    Get in quick and you will receive a hand numbered, signed and inscribed copy of Aotearoa Nouveau from the first box of books that are opened.

    Your name will also be listed on the supporters page of Aotearoa Nouveau.

    Aotearoa Nouveau will have an RRP of $50 NZD

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    Reward no longer available 20 backers
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Funding period

- (32 days)