Brothers Defy Doubters

When the Giesen brothers, Theo, Alex and Marcel, planted their first grape vines on bare land at Burnham, near Christchurch, there were those who questioned the practicality of their venture.

After all, theirs was the southern-most vineyard in the world at that time and Canterbury was not then known as a wine-producing region.

This was 1981 and the Giesens were, quite literally, breaking new ground for the fledgling New Zealand wine industry. Ignoring the scornful words of those who doubted Burnham's suitability for wine production, the brothers tended their plantings of Chardonnay, Riesling and Gewurztraminer and were rewarded in 1984 with their first vintage.

 

The Giesens further emphasised their foresight by even then supplementing the vintage with Sauvignon Blanc from Marlborough which would become one of the finest producers of this wine in the world.

The path they would travel would not always be smooth but their perseverance and the belief in what they were doing was to reward the brothers handsomely.

In 1988, Giesen Wines gained its first export order, sending Chardonnay and Sauvignon Blanc to Margaret Harvey in the United Kingdom.

As it became increasingly obvious that Marlborough would evolve to be one of the premium grape-growing regions in New Zealand, the Giesens widened their vineyard interests in that part of the country, purchasing the original Dillon's Point property in 1993.
A year later, they had broken into the lucrative but highly competitive Australian market, appointing Negociants Australia as their exclusive distributors.

As the reputation of their wines spread, greater overseas interest in their label occurred and, in 1997, Giesen Wines were represented in the United States for the first time.

Two years on, Giesen was in expansion mode, purchasing four separate vineyard blocks in Marlborough and building a new winery in Vernon St, Blenheim.

Also in 1999, sales of Giesen Wines in Australia topped 3000 cases per annum.  A year later, total case sales had soared to 23,000 and increasing volumes were heading to the United States, encouraging Giesen Wines to appoint Dreyfus Ashby and Co as its exclusive distributor there.

Success bred even more success and, in 2001, Giesens' Marlborough operation was broadened with the development of a 300-acre vineyard at Dillon's Point, Blenheim, and sales doubled to more than 50,000 cases.

As its property portfolio expanded so, too, did production until, in 2004, sales exceeded 100,000 cases per annum for the first time.

With the growing demand for its wines, particularly in the Australian market, the company moved to larger premises last year and invested in a bottling and packaging facility in Christchurch while expanding its winery and tank capacity in Blenheim.

 

Twenty-six years have passed since the first Giesen vines were planted in the stony ground of Burnham and the doubters have long ago had to swallow their words.

Theo, Alex and Marcel have etched their names in the legend of New Zealand winemaking. Ignoring all detractors, they have been steadfast pioneers of a now booming industry in which they continue to be leaders and innovators.