New Zealand Wine Legends Pour Heart into a New Labor of Love

A Journey from Science to Sustainable Winemaking

Erica Crawford’s path to becoming a prominent figure in the wine industry was far from what she initially envisioned. While her early career as a research scientist at the University of Cape Town's Ischaemic Heart Research Unit (now the Hatter Institute) seemed to be her main focus, her passion for wine began to take shape during her free time. She explored local wineries and new varietals in Cape Town and Stellenbosch, where many vineyards date back over 300 years. This experience sparked her interest in the world of wine, leading her to eventually make a dramatic career shift.

A pivotal moment came during a trip to a wine festival with a friend, where she met Kim Crawford, a New Zealander who would later become her husband. Three years after that encounter, Erica moved to New Zealand, started a family, and co-founded the Kim Crawford wine brand with just $20,000 from their home in central Auckland. The brand quickly gained international acclaim and was acquired by Constellation, a major player in the global wine, beer, and spirits market, in 2006.

While Kim Crawford became a household name, Erica also launched her own line of wines called Pansy! Rose in 2002, specifically created for the LGBT community. This initiative was a personal triumph for her, despite the skepticism it initially faced. She described it as one of the best things she had ever done, calling it a "party" that defied conventional advice.

In 2004, Erica purchased her first property—a 460-acre farm located high above Marlborough and Cook Strait. This land helped strengthen an operation already known for its excellence in winemaking. The couple left Constellation in 2008, seeking a project that aligned with their commitment to sustainable and terroir-driven wines. Their vision was realized through Loveblock, a project they launched in 2013 in Marlborough’s Awatere Valley.

The Philosophy Behind Loveblock Wines

Loveblock is more than just a winery; it's a testament to sustainability and organic practices. The name itself reflects the labor of love required to maintain a block of vines. Erica emphasized that the growing terrain is incredibly challenging, with difficult soil and strong winds. They initially managed the winemaking process similarly to how they did on the valley floor, but over time, they refined their approach.

Some key aspects of Loveblock wines include:

• Sustainability at the Core: All wines are made following organic and sustainability standards, whether certified or not.
• Minimal Additives: Limited use of yeast and fining materials ensures precise winemaking.
• Low Sulfur Use: Loveblock limits the use of sulfur and other additives.
• Vegan-Friendly: All wines are vegan-friendly.
• Estate-Grown and Bottled: Every bottle of Loveblock wine is 100% estate-grown and bottled in lightweight bottles.

Erica believes that organic and ethical winegrowing is the future of the industry. She highlighted that what matters most is what is not added to the wine—no chemical pesticides or herbicides, fewer winery inputs, and a lot of dedication and care.

Innovation in Winemaking

Loveblock's Sparkling Sauvignon Blanc is sourced from the Hillside block of Loveblock Farms, located at 500 feet elevation in the Awatere Valley. It is the only sparkling wine in their lineup, which includes Pinot Noir, Pinot Gris, and Sauvignon Blanc. This unique sparkling wine will soon be available through Pennsylvania’s Fine Wine & Good Spirits stores, marking its U.S. debut.

Another standout product is Loveblock’s Sauvignon Blanc Tee, which is Certified Organic, single vineyard, and vegan-friendly. Instead of using traditional sulfites, the wine uses green tea tannin extract as a natural antioxidant. This innovative approach allows the wine to showcase its true character while maintaining freshness.

The name “Tee” is a nod to Erica’s South African heritage, as “tee” translates to “tea” in Afrikaans. This choice reflects her deep connection to her roots and the natural ingredients used in the winemaking process.

Unique Brand Identity

The Loveblock labels feature the wild dandelion, symbolizing the three celestial bodies: the sun, moon, and stars. The bright yellow flower and cloud-like head represent the deep connection between the winery and nature, emphasizing their commitment to preserving the land for future generations. The sun and moon also symbolize unity and cooperation amid diversity, reflecting principles found in biodynamics.

Beyond her work in winemaking, Erica is a mentor to young women, sharing her expertise and experience. She has been recognized for her contributions, including being inducted into the Business Hall of Fame for Women Entrepreneurs in 2016 and serving on the Global Women NZ Advisory Board. She remains vocal about the challenges women face and strives to create a more inclusive environment in both business and society.