Tohu Wines, the first Māori-owned wine label from New Zealand to reach international markets, celebrated its 20th anniversary last year.
“When we established the company, our goal was to create a platform to share our culture, our story and our values with the world,” said Paul Morgan, chairman of Wakatū Incorporation, the parent organisation behind the label. “From the outset we recognised how important both our brand and our narrative would be.”
Since 2002, Tohu Wines has cultivated its own vineyards and, beginning in 2012, started producing wine in its own dedicated winery.
“Tohu gives us a daily opportunity to carry kaupapa Māori beyond our borders. We aim to operate in ways that are kind to people and to the environment, without compromising on quality or integrity. Our work is rooted in a strong spiritual relationship with the land and a duty to hand it on in good health to future generations,” said Rachel Taulelei, CEO of Kono, the food and beverage division of Wakatū Incorporation.
“Over the past two decades we have developed wines that have earned international recognition. Our approach is to craft wine that captures a sense of place and time and expresses the distinct character of our vineyards. Throughout the winemaking process we remain committed to core values such as rangatiratanga, manaakitanga and hihiritanga — principles that translate to excellence, hospitality and innovation.”
Tohu’s evolution reflects a long-term commitment to responsible viticulture and thoughtful production. By combining traditional Māori values with modern winemaking techniques, the label seeks to produce wines that tell the story of their origin while meeting international standards. The company emphasises sustainable practices in the vineyard and careful stewardship in the winery to protect soil health, biodiversity and water resources.
Community engagement and cultural authenticity are central to Tohu’s identity. The brand uses its platform to highlight Māori heritage and to support initiatives that benefit local people and the wider region. This includes fostering connections between growers, winemakers and community organisations to strengthen regional resilience and create shared economic opportunities.
Quality remains a consistent focus: from selecting grape varieties suited to their terroir to employing precise winemaking methods, Tohu aims to produce wines that reflect their vineyards’ unique attributes. The result is a portfolio of wines that express regional character, crafted with care and guided by a clear set of values.
Looking ahead, Tohu Wines intends to continue expanding its reach while maintaining the principles that shaped its founding. By balancing cultural stewardship, environmental responsibility and a pursuit of quality, the label aspires to pass on a legacy of healthy land and meaningful stories to future generations.