Winemakers were seeking yeast and ingredient solutions which could provide consumers a different wine experience to that offered by the traditional wine styles produced in Europe at that time.
The Maurivin range has been specifically created to enable all winemakers to achieve those characteristics such as fuller body, bold fruit flavours and higher alcohol which all became the hallmark of New World Wines. The rapid consumer interest and demand that developed for these wines also meant that winemakers had to adapt and develop their techniques and choice of ingredients to enable higher volumes to be produced more consistently.
This phenomenon has resulted in the emergence of globally popular wine varieties with distinctive appeal. This remains strong and is attracting more winemakers globally to diversify beyond their traditional styles.