Small, scruffy, and nocturnal, with a nose for insects and a complete disregard for flight, the kiwi is a bird like no other. And in New Zealand, it’s more than an icon - it’s part of the national identity. You’ll find it on coins, coats of arms, company logos (yep, including ours), and even in everyday language. New Zealanders proudly call themselves Kiwis. The bird isn’t just beloved - it’s symbolic of the country’s uniqueness, resilience, and connection to nature.

At Kiwi Cru, our logo features a stylised, cheeky kiwi - an emblem we’ve adopted to represent our love of all things authentic, playful, and deeply rooted in Aotearoa. It’s a nod to New Zealand’s individuality, and to the land that shapes the wines we champion. But using this treasured bird as a brand symbol comes with a responsibility. That’s why we’re proud to launch our partnership with Save the Kiwi, a nationwide charity working to protect and restore kiwi populations in the wild.

Kiwi once roamed the forests of New Zealand in the millions. Today, fewer than 70,000 remain. Most now survive only in carefully managed conservation areas. Without active protection, chicks born in the wild have just a 5% chance of reaching adulthood.

We think it’s time to give back to the bird that’s given so much. Because just as our wines tell the story of this remarkable place, the kiwi reminds us of what’s at stake if we don’t care for it. As we continue pouring wines that honour nature, community, and place, we’re also raising a glass to the kiwi - and to the people working tirelessly to keep it wild and thriving.

What does a flightless bird have to do with fine wine? Quite a lot, actually.

New Zealand’s winegrowers have long known that you can’t make good wine without healthy land. From soil life to pollinators, shelterbelts to waterways, biodiversity is the quiet engine behind the country’s wine success. Many of the producers we work with at Kiwi Cru - especially the smaller, organic, and biodynamic ones - are rethinking how to farm in ways that support life above and below ground.

They’re planting native trees around vineyards. They’re welcoming back birds, bees, and beneficial bugs. They’re ditching chemicals, rebuilding soil health, and restoring wetlands. Their vineyards aren’t just productive - they’re alive.

It’s no coincidence that New Zealand is a global leader in sustainable winegrowing. The New Zealand Winegrowers’ Sustainable Winegrowing programme is one of the most comprehensive in the world. And a growing number of producers are going even further - embracing organic certification, biodynamic principles, or regenerative farming practices that centre biodiversity and climate resilience.

This ethos has deep cultural roots too. The Māori concept of kaitiakitanga (guardianship of the land), runs through much of New Zealand’s environmental thinking. Winegrowers are increasingly seeing themselves not just as producers, but as custodians of place.

In that sense, they’re not so different from the people working to save the kiwi. Both are committed to working with nature, not against it. Both know that the future of the land depends on the choices we make now. And both are doing their part to keep New Zealand wild, wonderful, and full of life.

This partnership with Save the Kiwi isn’t just symbolic - it’s something we’re excited to bring to life in tangible, creative ways.

From now on, you’ll start seeing kiwi pop up in more than just our logo. Certain wine promotions will also include contributions toward kiwi conservation, and we’ll be running a number of initiatives, the profit from which will be donated to the charity.

We’re also committed to using our voice to raise awareness - sharing stories, updates, and resources from Save the Kiwi and the New Zealand Nature Fund.

The New Zealand Nature Fund plays a critical role here - helping scale up kiwi conservation and other biodiversity initiatives through targeted private investment. Their support of programmes like Kōhanga Kiwi helps turn successful conservation science into large-scale, lasting impact. When you support our wines, you’re also supporting their work - and the restoration of native species across Aotearoa. Want to help? It’s simple. You can learn more on the Save the Kiwi website or nznaturefund.org. You can donate directly, support brands like ours that are backing the cause, or even get involved in local conservation efforts if you’re in NZ or find yourself there.

As a small business proudly representing New Zealand, we believe wine can do more than taste good. It can connect people to place. It can support meaningful change. And it can celebrate what makes this country one-of-a-kind: its wild places, its rare species, and the communities working hard to protect them.