Air New Zealand and New Zealand Winegrowers announced plans to work together to promote the country as a wine tourism destination at TRENZ 2014.
The two have worked closely together for close to 30 years with ANZ the main sponsor of the Wine Awards.
But this partnership will strengthen that partnership with initiatives designed to promote wine in North America and Asia.
ANZ Chief executive Christopher Luxon said: “Over the past five years more than a million international visitors have experienced New Zealand’s stunning vineyards and wineries and many more have sampled our wine.
“This partnership will no doubt bring further economic benefit to New Zealand.”
New Zealand Winegrowers chief executive Philip Gregan added: “Wine tourists spend 30 per cent more than average tourists here and stay for longer reflecting the premium nature of New Zealand wine in our overseas markets.
“This partnership will allow us to reach these important customers to increase wine exports and tourism and enhance the overall brand of our country.”