Known as The Garden Vineyard, Olssens was initially promoted by co-owner Heather McPherson as a place where families could picnic in tranquil surroundings.
Events were staged at the property from early on to encourage people in, and to leave a lasting impression.
Ms McPherson said entering awards was also an important part of establishing the vineyard's name publicly, and for developing a reputation of quality wines.
Today Olssens has a cellar door bursting with various trophies, medals, certificates, and artistically sculptured awards.
Ms McPherson said although wines had to be entered by vineyards to be eligible for competitions, most in the industry did so and therefore awards were well placed accordingly.
"There are a number of key awards that I think are beneficial to whoever wins them, and then there's another level that gives vineyards an assurance that their wine is good, which is a message passed on to consumers.
"Awards which are familiar to people and generally rated highly by consumers, such as Cuisine Magazine awards, are important," she said.
Ms McPherson said each vineyard adopted its own marketing philosophy, and at Olssens entered a handful of key awards only.
The vineyard took top honours at the recent Romeo Bragato wine awards, winning the coveted Mike Wolter Pinot Noir Trophy for excellence in viticulture.
"Most awards focus on taste and the finished product of a wine, while these [Romeo Bragato] awards focused on the growing of grapes.
"This is the third time we have won the [Mike Wolter] trophy," she said.
Ms McPherson said Central Otago consistently collected wine accolades, which to a degree was due to those in the industry having strong communication and support for one another.
"Central Otago is the envy of every other wine region in New Zealand. We try to maintain that, because as an industry, that's how we keep up our recognition abroad, and drive business forward.
"When going overseas you have to remember to talk about New Zealand first, Central Otago next, and then your individual vineyard last," Ms McPherson said.
Olssens assistant winemaker Jen Parr said it was beneficial for vineyards to have a variety of awards, as they signalled various things to differing consumer target markets.
"The real savvy wine purchaser will look at what's been written about a wine by an industry-respected wine writer, while medals and stickers on bottles appeal to those who don't really know which wine may suit, as it gives them a reason to take the bottle to a dinner party," she said.
International awards were also important for labels exported and marketed in the award's country of origin, in order for recognition to play a part in consumer selection, she said.
