NEW GROWTH STRATEGY FOR TOI TOI WINE AS KEVIN AND SARA JOYCE TAKE THE HELM
July 2017 - Kevin and Sara Joyce and family have purchased the remaining shares in Marlborough Wine Ltd, making them 100% owners of
the company that owns the Toi Toi wine brand.
Kevin says “this is a very exciting time for our family as we look to invest further in the company and propel it into
its next phase of growth in the USA and Europe. All our family, Adam, his wife Samantha, Richard and Adele, will be
involved in the business as we move forward.”
The Toi Toi wine brand was established in 2006 by two New Zealand couples, Kevin and Sara Joyce and Andrew and Julie
Bonner. Over the past 10 years Toi Toi has grown into one of NZ’s top 25 wineries and has become recognised globally for
its Marlborough Sauvignon Blanc and Central Otago Pinot Noir. It has found favour with wine lovers throughout New
Zealand, Australia, Asia, the United States and most recently Canada. Toi Toi Wine has developed a reputation for
innovation. It was the first winery to produce a Sparkling Marlborough Sauvignon Blanc and a Sparkling Rosé. Recently it
released a “pink” Sauvignon Blanc Rosé, a blend of Sauvignon Blanc and Pinot Noir.
Sara says “we wanted Toi Toi to remain family-owned to ensure our previous dedication to exceptional wine quality was
retained. Nothing will change in a practical sense, because our winemaking philosophy is still one of terroir – the best vineyards in the best New Zealand grape regions – we only make Pinot Noir from our Central Otago Clutha
Vineyard, our Chardonnay from our Brunton Road, Gisborne vineyard and Sauvignon Blanc and Pinot Gris from our
Marlborough Brookdale Vineyard.”
The Brookdale Vineyard in Marlborough’s Omaka Valley first introduced the Joyce’s into the wine business. Kevin visited
Marlborough and was surprised at how quickly it had changed in a few dramatic years, with neat rows of green grapes
everywhere. “My memory of Marlborough was windy and very dusty – with dirty sheep - and the Wither Hills which were
always on fire!” says Kevin.
“It was a place you always passed through very quickly. However, with the changing landscape I wanted to stay and
decided to investigate the wine business. I ended up buying 28ha of bare land in the Omaka Valley with some investors.
While we were planting out the vineyard I was approached to work for another wine company and ended up commuting up and
down from Auckland for 18 months. I was bitten by the wine bug! Once the vineyard started producing I met Andrew Bonner
and we established Marlborough Wine Limited and created the Toi Toi brand with our first Sauvignon vintage in 2007. This
year Toi Toi Wines celebrates its 10 year birthday and we can be very proud of what we have achieved.”
Kevin says it’s difficult to say goodbye to Andrew and Julie Bonner, who have decided to slow down and change their
lifestyle. “Toi Toi’s success would not have been possible without them. Their focus and dedication has helped grow Toi
Toi into one of New Zealand’s top wineries. Sara and I wish them all the best for the future”.
Marlborough Wine Ltd is an export focused company with 83% of its sales from overseas. It is a top 5 New Zealand family
Sauvignon Blanc brand in Australia and Kevin and Sara plan to grow the export market. Kevin believes there are good
opportunities in the USA, where they are planning to appoint more state distributors and in Europe where they are
building a foothold.
The change of ownership corresponds with the appointment of Tim Adams, as head of viticulture and winemaking. Tim was
recently with Astrolabe wines and has taken over the reins from Chris Young, who has retired from winemaking after 27
years in the industry. Kevin and Sara wish the best to Chris in his retirement.
ENDS