Pernod Ricard meets its growers in Gisborne on Thursday night to outline plans to cut the tonnage of grapes wanted in future.
The wine company contracts the majority of grapes grown in the region.
Last month, it advised growers not to prune their vines as it wanted to end some contracts.
Victiculture & Wineries general manager Tony Hocksbergen says the main target is chardonnay grapes as international demand for New Zealand-made chardonnay wine has dropped in favour of sauvignon blanc.
Gisborne Winegrowers president John Clarke says the moves by Pernod Ricard and two other companies could see tonnages from the region cut by 25%.
Mr Clarke says Gisborne growers who may have to pull out vines, at least have the option of growing other crops, which won't always be the case in other regions.