The Hawke's Bay Wine Auction: History, motivations, and benefits

The Hawke’s Bay wine region, located on the East Coast of the North Island, is New Zealand’s oldest and second largest wine-producing region. In 2018, the region consisted of 72 wineries, over 145 grape growers and a vineyard area of approximately 4700 hectares (www.hawkesbaywine.co.nz). Production in the region is centred on premium red wine varietals (i.e. Merlot, Cabernet Sauvignon and Syrah) and Chardonnay. Wineries in the region have been supporting the Hawke’s Bay Wine Auction since its inception. This chapter introduces readers to the Hawke’s Bay Wine Auction and examines the motivations of the wineries who donate, as well as the benefits they perceive they gain from their participation in the auction. This chapter also introduces readers to other annual charity wine auctions held around the world