| 45 “When people visit, they can immediately see what we do and how we do it. We receive customer feedback instantly and overseas visitors become ambassadors for URLAR when they return home.” URLAR REGIONAL Architects for the team at URLAR Winery URLAR director and wine grower Kohei Koyama: “Our owners believe it is important to have support from the local market as well as overseas.” T T Karen Phelps Local demand grows for organic wines For years URLAR quietly built an international reputation for producing premium organic wines with most of its bottles heading overseas. Yet despite being based in Gladstone in the Wairarapa many local wine lovers had never heard of it. That has changed dramatically following the opening of its cellar door and restaurant in 2024. “Now the brand is becoming increasingly known in the local market and is featured on the wine lists of all the best local restaurants,” says URLAR director and wine grower Kohei Koyama. The shift marks a significant change for the winery, which exports the vast majority of its wines to the United States, the United Kingdom and Japan. Owned by a Japanese sake company since 2018, in addition to opening the cellar door, URLAR has also expanded the winery tripling it and secured a New Zealand distributor to strengthen domestic sales. Kohei says building stronger local support has become an important part of the business strategy. “Our owners believe it is important to have support from the local market as well as overseas. While we still export strongly, now people visiting Wairarapa can also experience our wines, see where they are made and enjoy them in local restaurants.” The cellar door has quickly become more than simply a tasting room. Visitors can sample URLAR’s certified organic wines alongside a menu of seasonal country fare featuring ingredients sourced from local producers. Large windows and a deck overlooking the lake and vineyards provide a setting that encourages guests to spend time learning about both the wines and the land that produces them. Kohei says the experience gives visitors a much deeper understanding of the winery’s philosophy. “When people visit, they can immediately see what we do and how we do it. We receive customer feedback instantly and overseas visitors become ambassadors for URLAR when they return home.” All wines are organically certified with BioGro certification since 2010, and the estate embraces biodynamic farming practices. The 31-hectare single vineyard contains more than 100,000 vines growing on free-draining soils. Organic composts, biodiversity plantings and biodynamic preparations are all used to nurture healthy soils and encourage beneficial insects that naturally protect the vines. The winery’s commitment to quality has also attracted industry recognition. URLAR was named among The Real Review Top Wineries of New Zealand 2026, a respected ranking based on wines independently assessed by an expert tasting panel. “It’s a very objective system so it’s a real achievement to be recognised,” says Kohei. The arrival of head winemaker Aaron in 2024 has added further expertise to the business. Bringing 15 years of international winemaking experience across New Zealand, Australia, France and the United States, Aaron combines scientific knowledge with a strong commitment to organic and biodynamic viticulture. For URLAR, whose name comes from the Scottish Gaelic phrase meaning ‘of the Earth’, growing local recognition is proving just as rewarding as international success. While its wines continue to find appreciative audiences around the world, Kohei is proudest that the winery is now ensuring that the people living closest to its vineyards are discovering exactly what has made it so highly regarded among wine professionals and overseas consumers for years.
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