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Driverless tractors to GPS planting: how one New Zealand winery is paving the road to success

13 March 2026 By Sarah Neish

Lindsay Parkinson, CEO of Rose Family Estate, is on a mission to build “brand equity’ and the impressive haul of medals the Marlborough producer won in The Drinks Business Spring Tasting shows he is well on his way. Sarah Neish finds out more.

“There are countless wine labels in the world, but creating a truly recognised and respected global wine brand is a very different challenge,” Lindsay Parkinson, CEO of Rose Family Estates told db. “For us, the focus is on developing wines and brands that are trusted and valued by consumers around the world.”

Fundamentally, he said, it’s about “building strong brand equity”.

Family values

In fact, Rose Family Estate has been diligently stacking up the building blocks for some time. The Rose family were pioneers in the Wairau Valley sub-region of Marlborough, planting the first grapes to go into the ground in Rapaura in 1978. “That early start gave us the opportunity to establish vineyards in what are now recognised as some of the region’s most desirable sites,” said Parkinson.

Today Rose Family Estate farms around 500 hectares of vineyards spread across 14 individual sites along the banks of the Wairau River, where shallow, stony alluvial gravel soils formed from ancient river deposits produce wines with “intensity, purity, and strong varietal expression,” he added.

However, it is not only the quality of its wines that sets Rose Family Estate apart, but its core values as a team. “At the heart of everything we do is a simple ambition: to make exceptional wine an everyday experience,” Parkinson said.

“Accessibility and consistency of style is incredibly important to us. We want consumers to be able to enjoy our wines wherever they encounter them — whether that’s in an airport lounge, a bar, a restaurant, or a retail store.”

Medal winners

When db caught up with Parkinson he was about to jet off to ProWein Düsseldorf to showcase the Rose Family Estate range to a cacophony of buyers, sommeliers and international press. “I’m excited to be pouring wines that have been recognised around the globe, including the 2024 Wairau River Pinot Noir that won a Master medal in the recently announced Spring Tasting by The Drinks Business,” said Parkinson (see tasting note below).

He was especially pleased to learn that Rose Family Estate gained recognition in the competition for more than one grape variety, earning Silver, Gold and Master accolades for its Pinot Grigio, Chardonnay, Riesling and Pinot Noir wines.

“Continuous improvement is a key part of our philosophy — we are always looking at ways to refine what we do, whether in the vineyard, the winery, or across the wider business and we like to push ourselves to improve the wine quality with every vintage,” said Parkinson.

“Simply carrying on with business as usual is never enough in such a competitive industry. So it was fantastic for the whole team back in New Zealand to see these results, particularly from a respected competition such as The Drinks Business Spring Tasting. Achievements like this are a real credit to the hard work and dedication of our team.”

Tech forward viticulture

Vital to these vintage-to-vintage improvements has been the recent gradual development of Rose Family Estate’s vineyard infrastructure, including new trellis systems and drip irrigation, plus trialling sustainable innovations such as driverless tractors.

“Modern irrigation technology now allows us to monitor and control water use directly from our mobile phones, which gives us much greater precision in managing vine health and vineyard efficiency,” Parkinson said. “Advances in vineyard machinery are also influencing how we design and plant new blocks. Equipment with pinpoint accuracy performs best when supported by well-structured trellis systems, and we have also begun trialling driverless tractors. Establishing vineyards with GPS-based planting ensures we are preparing our vineyards for the next generation of vineyard technology.”

The changes appear to be paying dividends as Parkinson revealed that the 2025 vintage [which he will be showing at ProWein] “encapsulates everything that makes Marlborough Sauvignon Blanc so special — vibrant aromatics, purity of fruit, freshness, and balance. It’s a fantastic wine and a great example of what our company and region does so well”.

Expanding on how Rose Family Estate ensures such freshness and fruit purity, the CEO pointed out that “all of our vineyards are located very close to the winery, which means we can harvest and press the fruit within around 30 minutes. This allows us to preserve freshness and quality from the moment the grapes are picked, ensuring the fruit arrives at the winery in optimal condition.”

Sauvignon Blanc lynchpin

Looking to the future, what other steps is Rose Family Estates taking now to ensure its longevity? “I still see Sauvignon Blanc remaining the lynchpin of Marlborough’s success,” said Parkinson, before describing Marlborough Sauvignon Blanc as “one of the most recognised and trusted wine styles in the world.”

From a commercial perspective, he added, “it’s difficult to find a retailer or hospitality operator who doesn’t want these wines on their shelves or lists — consumers love them, and they perform strongly for the trade.”

Rose Family Estate’s Wairau River Reserve Sauvignon Blanc is hand harvested, whole bunch pressed, fermented in 320L Cigare barrels using spontaneous fermentation, and with partial malolactic fermentation, which is also allowing the producer to experiment more “with our own ageworthy style”, which he calls “an interesting area of exploration for us.”

He believes the variety has the potential to develop remarkable complexity with time. “Carefully integrating oak allows us to add another dimension — bringing additional texture, structure and subtle complexity while still maintaining the purity of fruit that Marlborough is known for. Developing these styles also helps broaden the occasions in which Sauvignon Blanc can be enjoyed. Oak-influenced expressions work particularly well in restaurant settings where consumers may be looking for something more layered and gastronomic.”

Alongside Sauvignon Blanc, Parkinson believes that demand will continue to grow for Marlborough Pinot Noir, and Pinot Gris, which Rose Family Estate has been planting more of in recent years. “These three varieties are likely to remain the core pillars of the region’s production and reputation over the coming decades,” he revealed.

In Rose we trust

Returning to the idea of brand equity, Parkinson emphasised that “our goal is to build trust with both consumers and the trade so that when someone chooses one of our wines, they can be confident they will receive the best possible glass every time.”

That trust is only likely to deepen as with harvest underway, having kicked off for Rose Family Estate on 9 March with the early blocks of Sauvignon Blanc, things are looking bright for vintage 2026.

“At this stage, yields look to be broadly in line with our long-term averages, which is encouraging from a volume perspective, and we are optimistic for the quality.”

Periods of rainfall during summer combined with strong winds, followed by a warm finish through late February and early March, have left the vineyards “in very good shape,” Parkinson told db. “The canopies are healthy and well balanced, and the vines appear to be in an excellent position heading into harvest. Disease pressure has also been minimal this season, which is always positive”.

Rose Family Estate intends to assess its supply position following the conclusion of the 2026 harvest. However, some things never change for the producer.

“Our focus will be on continuing to strengthen relationships with our existing importers and distributors, as well as travelling to key markets to meet partners and customers in person, gaining first-hand insight into market requirements, and understanding where our wines can add the most value. With harvest, travel, and market activity ahead, the remainder of 2026 is set to be a busy and productive period — and before we know it, Christmas will be here!”.

Read on for tasting notes for a selection of Rose Family Estate’s medal-winning wines.

The wines

Rose Family Estate Wairau River Pinot Noir 2024

Grape variety: 100% Pinot Noir

ABV: 13.0%

Approx. retail price: £18.95

Medal: Master

“This wine from the family-owned estate in Wairau Valley shows just how far Marlborough Pinot Noir has come in just a couple of decades. Perhaps it’s older vines-or climate change-but there is nothing ‘lean-and-green’ about this example. Mid-deep cherry-coloured, the aromatics have vibrant red fruits with subtle mocha-infused oak and violet and gently gamey accents. Dry and mid-weight, the palate is beautifully integrated with lively acidity and silky tannin texture followed by a lengthy finish. Refined and with exceptional texture, the wine will make a perfect pairing for duck breasts in a cherry glaze.” (Patricia Stefanowicz MW)

Rose Family Estate Wairau River Reserve Pinot Noir 2024

Grape variety: 100% Pinot Noir

ABV: 13.0%

Approx. retail price: £21.95

Medal: Gold

“Another, perhaps just slightly more refined but less mature, Pinot Noir from Rose Family Estate in Marlborough, this Reserve bottling is delicious, though youthful. Very fragrant with plenty of crunchy stone cherries and hints of smoky meat and coal. Intense, long and complex with excellent freshness. Lovely and elegant, the wine will make a good partner for poussin stuffed with wild, red and white rice in a redcurrant sauce. The wine needs a little more time in bottle to come into its prime, but is delightful now.” (Patricia Stefanowicz MW)

Rose Family Estate Rose & Rose Pinot Grigio 2025

Grape variety: 100% Pinot Grigio

ABV: 12.8%

Approx. retail price: £11.50

Medal: Gold

“Starting in 1858 when Englishman John Rose planted wheat, barley and peas in Marlborough, the Rose family have grown and developed. The first vines were planted in 1978 and for many years the grapes were sold on. Producing their own first vintage in 1991, Rose Family Estate is still moving forward with multiple Award-winning ‘classic New Zealand Sauvignon’ and other wines. This wine is an exceptional example. Very pale white-gold in colour, the wine shows the distinctive and pure greengage and blackcurrant leaf aromatics and flavours. Very nearly dry, the palate is light-bodied with great freshness and nuances of lemon zest and tangerine enhancing the kiwifruit. Very good length, too. A fine example that will suit a springtime risotto of asparagus, white mushroom and green peas.” (Patricia Stefanowicz MW)

Rose Family Estate Rose & Rose Chardonnay 2024

Grape variety: 100% Chardonnay

ABV: 12.9%

Approx. retail price: £11.50

Medal: Silver

“A delightful ‘classic’ Chardonnay from the Rose family, this wine is pale lemon in hue with apple skin and yellow pear fruit and a gentle toasty oak nuance. Dry and mid-weight, the palate flavours are supported by brisk acidity. Nicely integrated with undertones of toasted nuts and allspice on the finish, the wine is a good pairing for steamed sea bream in a lemon-lime and white wine sauce, served with roasted hasselback potatoes.” (Patricia Stefanowicz MW)

Wairau River Botrytised Riesling 2024

Grape varieties: 100% Riesling

ABV: 10%

Residual sugar: 219.2g/l

Approx. retail price: £17

Medal: Gold

“A remarkable and relatively affordable taste of unctuous botrytised Riesling. Made by Rose Family Estate in Marlborough, it’s a long way from the Mosel, and offers a different expression, but with some of the hallmarks of great European Riesling – in particular a cleansing citric acidity. This youthful expression from New Zealand is rich in dried fruit, particularly raisins, allied to dried apricot, then comes notes of fresh grapes, followed by a touch of sweet peach and pineapple, and a finish that’s bright, with a touch of lime juice. A lovely, fruity and balanced sweet Riesling.” (Patrick Schmitt MW)

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